February 16, 2011 | Kristin Laird | Comments Marketing Magazine
The Canadian Tourism Commission (CTC) launched its first consumer-focused advertising campaign in China this week, targeting high-spending travellers.
The “Say hello to Canada” campaign promotes tourist destinations like Whistler, Banff, Niagara Falls and Ottawa, and will run in leading newspapers and travel and lifestyle magazines such as Shanghai Weekly, The Bund, and regional editions of National Geographic.
“We are aiming primarily at affluent, high-spend and well-educated 25- to 34-year-olds in this initial campaign,” said Derek Galpin, CTC managing director China/India, in a release. “Our research shows that they are the most inclined to long-haul travel, and then to get out and explore Canada once they arrive.”
Additionally, the campaign will run on social media and video-sharing sites, search engines and micro blogs as well as travel, lifestyle, news and culinary websites.
The campaign became possible only after China granted Canada “Approved Destination Status” last June.
“This time next year, CTC expects significant growth from the China market linked to additional air capacity, our advertising and promotional campaigns, and partner support,” said Greg Klassen, senior vice-president of marketing strategy & communications at the CTC.
China says it will deliver 100 million international travellers worldwide by 2020. The CTC estimates this could generate an additional $300 million a year in tourism revenues for Canada by 2015.