Canadian Tourism: Keep Exploring

While tourism is one of the fastest growing sectors in the global economy, Canada consistently lost market share in the seven years up to 2009.

Canadian Tourism: Keep Exploring

DDB Canada

Section I — Basic information

Business Results Period (Consecutive Months):January 2010 -June 2011
Start of Advertising/Communication Effort:May 2010
Base Period as a Benchmark:Calendar 2009

Section II — Situation analysis

a) Overall Assessment

Tourism is one of the fastest growing sectors in the global economy, and while the global pie is getting bigger with more international travellers, Canada is losing market share primarily due to an ever increasing number of countries investing in tourism marketing as a means to attract export revenue.

In just seven years through 2009 Canada saw its international...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands