Agency clinches five-year marketing communications services contract
VANCOUVER, Dec. 5, 2012 /CNW/ - David Leonard, president and chief
operating officer of DDB Canada, is pleased to announce that DDB Canada
will continue its partnership with the Canadian Tourism Commission
(CTC). As agency of record (AOR), DDB Canada's Vancouver office will
collaborate with the CTC to develop marketing communications programs
to drive increased numbers of travellers to Canada for another
"I'm proud of the exceptionally talented team that came together in
perfect harmony, leaving no stone unturned, to plot a winning
strategy. The depth of homework, lateral thinking, innovation and
quite frankly reinvention was incredibly inspiring," says Leonard.
"The prevailing thought that carried us through and made us fight that
much harder for victory was the perspective that we were the underdog.
The entire Vancouver office contributed to winning this important piece
of business, with both the Canadian and global DDB network supporting
them every step of the pitch."
Lance Saunders, EVP managing director of DDB Canada's Vancouver office
explains the collective pride of working on the CTC business felt by
the agency, "we have the privilege of partnering with many great
clients, helping them to share their stories, but it's an extra special
honour to share stories about our country that we all love so much. It
is something so personally satisfying and we're thrilled to be able to
continue doing it."
DDB Canada was selected following a rigorous RFP process, which narrowed
the field from 35 responses to a shortlist of five potential
world-class Canadian agencies.
"By choosing DDB, we chose a culture of innovation, not an advertising
agency, and that's a competitive advantage for Canada," says Greg
Klassen, SVP marketing strategy and communications, CTC. "The team blew
us away with their seamless presentation, passion and deep
understanding of our business, and unparalleled commitment to create
groundbreaking strategic work to help the CTC lead the tourism
For the past decade, the CTC and DDB Canada have enjoyed a partnership
that has propelled Canada to the #1 most powerful country brand in the
world in the Country Brand Index (CBI), a comprehensive global study of how travellers perceive
countries, by FutureBrand, a leading brand consultancy.
The CTC's adventurous marketing strategy and courageous jump into social
media as the first global travel brand to showcase travelers' real
experiences at the core of its campaign platform resulted in a
fundamental shift in how travelers from around the world view Canada.
The country is no longer seen as just a beautiful place, but as a
vibrant destination, which offers a vast array of experiences for all
The partnership will continue to evolve with a strategic shift in how
DDB Canada manages the business to help attract travelers to Canada.
"Our collaborative relationship and shared goal of business innovation
has helped CTC become a trailblazer in the tourism industry and a
global marketing leader," says Michelle Kitchen, VP, business director,
DDB Canada. "We have harnessed this innovation by creating a dedicated
tourism practice with new ways of working together and a unique team
structure that will ensure Canada stays ahead of the curve."
About the Canadian Tourism Commission
The CTC is Canada's national tourism marketing organization. Our vision is
inspiring the world to explore Canada. With our partners in the tourism
industry and the governments of Canada, the provinces and the
territories, we advertise and market Canada in 11 countries around the
world, conduct industry research and studies, and promote product and
industry development. For regular updates on CTC initiatives, subscribe
to CTC News, available through RSS feeds and by e-mail. Become a fan on Facebook, follow us on Twitter, or subscribe to our YouTube channel. For more information visit: www.canada.travel/corporate
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing
communications agency in Canada. Known for advertising that generates
significant results for clients, DDB Canada is a "total communications
company" whose fundamental belief is that creativity is the most
powerful force in business. DDB Canada has offices in Vancouver,
Edmonton, Toronto and Montreal. The agency's integrated groups include:
DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB
(online and interactive), Karacters Design Group, Rapp Canada (direct),
Radar DDB (social media marketing), DDB Hodes Recruitment
Communications (recruitment marketing) and Shopper DDB (shopper
SOURCE: DDB Canada
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Director of Corporate Communications and Public Relations