Canada's first consumer-focused advertising campaign in China targets high-spending travellers

Growth of China market could generate additional $300 million a year in tourism revenues for Canada by 2015

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VANCOUVER, Feb. 16 /CNW/ - The Canadian Tourism Commission (CTC) has launched its first major advertising campaign in China since Canada was granted Approved Destination Status (ADS) in June 2010. The designation meant that for the first time CTC could market Canada in China and compete on an equal footing with other destinations.

"We are aiming primarily at affluent, high-spend and well-educated 25- to 34-year-olds in this initial campaign," says Derek Galpin, CTC managing director China/India. "Our research shows that they are the most inclined to long-haul travel, and then to get out and explore Canada once they arrive."

The stakes are high and international competition is fierce for a share in the world's most rapidly growing outbound tourism market. China says it will deliver 100 million international travellers worldwide by 2020. This growth has the potential to generate an additional $300 million a year in tourism revenues for Canada by 2015. 

Says Greg Klassen, CTC's Senior Vice President of Marketing Strategy & Communications, "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. With tour operators in China and suppliers in Canada, CTC will showcase high-quality vacation experiences. To start, we'll focus on promoting well-known tourism icons. Later, once Chinese travellers feel a certain comfort level, we'll introduce them to experiences a little more off the beaten track."

The marketing campaign, "Say hello to Canada," aims to introduce Canada to potential Chinese travellers in the same open, informal way as making a new friend. Advertising will feature heavily online, including key social-media platforms such as Kaixin, video-sharing sites such as Youku, search engines and micro blogs as well as travel, lifestyle, news and culinary websites. There will also be ads in leading newspapers and travel or lifestyle mags, such as Shanghai Weekly, The Bund and National Geographic. To pique Chinese interest further, an online game will have prize trips to Canada at stake.

In China, as elsewhere, Canada is also a leading destination for the highly lucrative and rapidly growing meetings, incentive and conventions travel sector (MICE).


High Resolution Images

Photo 1
Chinese travellers were greeted at Vancouver International Airport on the inaugural post-ADS tour to Canada, August 2010

Photo 2  
Chinese travellers were greeted at Vancouver International Airport on the inaugural post-ADS tour to Canada, August 2010

Photo 3 
Family and friends waited in Vancouver for the arrival of the inaugural post-ADS tour to Canada, August 2010

Photo 4
CTC campaign website of "Say hello to Canada"

About the CTC

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 daily 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, subscribe to our YouTube channel or check out new photos on Flickr!

/NOTE TO EDITORS: Media Assets accompanying this story are available as follows:






For further information:

For interviews or further information please contact:

Margaret Nevin

Senior Communications Advisor / Conseillère en communications
Canadian Tourism Commission / Commission canadienne du tourisme
Tel / Tél 604.638.8406
Cell 604.376.6690

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Canadian Tourism Commission - Vancouver

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