Canadian Tourism Commission – Locals Know

Agency: DDB Canada

Section I — BASIC INFORMATION

Business Results Period (Consecutive Months): June 2009 – December 2009

Start of Advertising/Communication Effort: June 1, 2009

Base Period as a Benchmark: Year-Ago

Geographic Area Covered: Canada

Annual Budget Range: Over $5 million

Section II — SITUATION ANALYSIS

a) Overall Assessment

Domestic travel represents the largest tourism market for Canada. In fact, Canadian domestic travellers accounted for $59 billion dollars of total tourism spending in Canada in 2008. However, the full potential of this market is untapped. In 2008, Canadians took 27 million international trips resulting in a record domestic travel revenue loss of $28.9 billion.

Canadians did not feel that Canada offered anything undiscovered or exciting. They had ‘seen it all/done it all’ and felt that our nation lacked exotic experiences in comparison to international destinations. In addition, at the time of this case’s campaign launch, outside destinations were vying for the Canadian travel dollar, with huge marketing efforts.

b) Resulting Business Objectives