Canadian Tourism Commission - Locals Know

The Canadian Tourism Commission needed to convince more Canadians to vacation in the country by re-sparking interest in the country's attractions.

Canadian Tourism Commission – Locals Know

Agency: DDB Canada


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


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...

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