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Canadian Tourism Commission CTC Core Markets 2011 Update

Canadian Tourism Commission CTC Core Markets 2011 Update. Rendez-vous Canada, May 15, 2011. The Core markets: What makes them tick? An Industry Panel Discussion on Europe and Australia markets. The Core Markets: What makes them tick?. Panel Moderator:

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Canadian Tourism Commission CTC Core Markets 2011 Update

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  1. Canadian Tourism CommissionCTC Core Markets 2011 Update Rendez-vous Canada, May 15, 2011

  2. The Core markets: What makes them tick? An Industry Panel Discussion on Europe and Australia markets.

  3. The Core Markets: What makes them tick? Panel Moderator: • Rupert Peters – Regional Managing Director, CTC Core Markets Industry Panel Members: • Sandra Potter – Frontier Travel, UK • Tilo Krause-Dunow – CANUSA, Germany • Neil Rodgers - Adventure World AU & NZ • Alexandra Mayeux Magne – Voyageurs du Monde France

  4. Spring/Summer Core Markets Consumer Campaign • A consumer campaigns developed for the Europe/Australia Core Markets (UK, France Germany & Australia) in order to move consumers down the path to purchase. • Current research show the bulk of the target market is sitting at the Seriously Considering stage, we need to move them to the creating a mental Vacation Movie stage. This will ultimately translate to travellers reaching the stage of making detailed Itinerary Plansand onward to Purchase • MarketsUK, France, Germany, Australia • Timing:February to May 2011 (timing dependant on market specifics) • Germany: Feb 1 to Mar 20 • UK Feb 14 to Apr 24 • France: Mar 1 to May 29 • Australia: Nov 10 to March 31

  5. Integrated Campaign Ecosystem

  6. Budget and Media Breakdown

  7. Sample creative CTC branded half-page print ad CTC branded full-page print ad

  8. Tactical Partner Newspaper DPS Tactical partner offer

  9. Campaign website Tactical partner offers Experience driven

  10. Social Media Engagement • Scans: 29,290 • Rate: 0.08% • Scans: 29,290 • Rate: 0.08%

  11. Interim Campaign Results by Market (April 7, 2011)

  12. Europe and Australia – 2011 Winter Campaigns Ski and Explore - To create a compelling winter campaign focusing on Canadian ski and iconic winter activities, supporting tour operator sales conversion and broader destination awareness. Objectives: Conversion Differentiation Capture of qualified consumer data

  13. Sample Print Creative

  14. Online

  15. Online

  16. Proposed Winter Campaign Budget and Timing Three Tiers of Partnering opportunities: Tier 1 - $50k Print, Micro-site content, Online marketing, Social media, eDM Tier 2 - $25k Micro-site content, Online marketing, Social media Tier 3 - $10k Micro-site content, Online marketing.

  17. Thank you. Questions?

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