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...