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.