Introduction
The Canadian Tourism Commission (CTC), now known as Destination Canada, is responsible for promoting Canada as a top travel destination. Over the years, it has launched several innovative and successful marketing campaigns that have boosted tourism, attracted international visitors, and showcased Canada’s breathtaking landscapes, diverse culture, and unique experiences. In this article, we explore some of the best marketing campaigns by the Canadian Tourism Commission that have left a lasting impact on the global travel industry.
1. “Canada. Keep Exploring”
Overview
Launched in 2008, the “Canada. Keep Exploring” campaign aimed to redefine Canada’s image in the global tourism industry. The goal was to highlight Canada’s adventurous spirit, diverse landscapes, and warm hospitality.
Key Features
- Emphasized storytelling to connect with travelers on an emotional level.
- Used real traveler experiences and stunning photography to showcase Canada.
- Leveraged social media and digital marketing for global reach.
Impact
- Increased Canada’s brand recognition in key markets like the U.S., U.K., and Germany.
- Encouraged potential travelers to explore beyond major cities and discover Canada’s hidden gems.
2. “35 Million Directors”
Overview
This innovative 2012 campaign invited Canadians to share their personal travel stories through videos and photos, effectively turning the public into brand ambassadors for the country.
Key Features
- A nationwide call-to-action for Canadians to submit videos showcasing their favorite places.
- The best submissions were used to create official tourism ads.
- Social media platforms like YouTube and Facebook played a major role in content sharing.
Impact
- Generated massive engagement with over 65 hours of user-generated footage submitted.
- Strengthened Canada’s reputation as a friendly and welcoming destination.
- Created authentic and relatable promotional content.
3. “Connecting America”
Overview
Launched in 2016, this campaign targeted American travelers, reminding them of the proximity, affordability, and diverse experiences Canada has to offer.
Key Features
- Focused on short, weekend getaway trips to appeal to busy travelers.
- Highlighted Canada’s outdoor adventures, city escapes, and cultural experiences.
- Used targeted digital advertising to reach U.S. audiences effectively.
Impact
- Increased U.S. visitor arrivals by 13% in the campaign’s first year.
- Enhanced Canada’s position as a top travel destination for Americans.
4. “Canada Shared by Canadians”
Overview
This 2013 campaign was an extension of the “35 Million Directors” concept, emphasizing real, unscripted Canadian experiences.
Key Features
- Used crowdsourced content from real Canadians and travelers.
- Showcased hidden gems beyond famous landmarks.
- Featured authentic local recommendations instead of scripted promotional material.
Impact
- Improved engagement with international travelers.
- Strengthened Canada’s branding as an adventurous and diverse destination.
5. “Far & Wide”
Overview
The “Far & Wide” campaign was launched in 2019 to encourage travelers to explore Canada beyond its major cities and famous attractions.
Key Features
- Focused on off-the-beaten-path destinations like Newfoundland & Labrador, Yukon, and Prince Edward Island.
- Utilized breathtaking visuals and digital storytelling.
- Highlighted indigenous tourism experiences.
Impact
- Boosted tourism in lesser-known areas.
- Increased awareness about sustainable and responsible travel in Canada.
6. “Explore Canada Like a Local”
Overview
This recent campaign targeted millennials and Gen Z travelers, showcasing local experiences and lesser-known attractions across Canada.
Key Features
- Featured Instagram-worthy locations to appeal to younger travelers.
- Encouraged eco-tourism and sustainable travel.
- Collaborated with travel influencers to promote authentic experiences.
Impact
- Strengthened Canada’s reputation as a vibrant and diverse travel destination.
- Increased engagement with younger audiences through digital content.
Conclusion
The Canadian Tourism Commission (Destination Canada) has successfully positioned Canada as a must-visit destination through its innovative and emotionally engaging marketing campaigns. By leveraging storytelling, social media, user-generated content, and targeted advertising, these campaigns have significantly boosted tourism and enhanced Canada’s image on the global stage. Whether it’s through showcasing breathtaking landscapes, cultural diversity, or local experiences, Canada continues to captivate travelers worldwide.