Canadian Tourism Commission's "LOCALS KNOW" campaign inspires Canadians to discover the unknown Canada

    VANCOUVER, June 1 /CNW/ - Desert-like dunes in the middle of the country.
Volcanoes on the verge of the Pacific. Tropic-like waters within hours of
vibrant cities. Canada is full of surprises and secrets and, this summer, the
Canadian Tourism Commission (CTC) is sharing locals' unknown experiences with
fellow Canadians - to inspire them to explore their country.
    Today, the CTC, along with Canada's tourism industry is launching LOCALS
KNOW, a national integrated advertising campaign (print, magazine, TV and
online) made possible by special stimulus funding from the Government of
Canada. The CTC will be investing $10 million per year in the next two fiscal
years to support the tourism industry and stimulate Canada's economy.
    "The visitor economy makes a valuable contribution to the economic,
social and environmental well-being of Canadians across the country," says the
Honourable Diane Ablonczy, Minister of State (Small Business and Tourism).
"Now, more than ever, we want to entice and encourage visitors - including
Canadians themselves - to explore our country. I applaud this campaign as it
will give Canadians a reason to discover more about their own country and keep
tourism dollars at home."
    The 8-week campaign launches today and will focus on the unexpected,
encouraging Canadians to seek out new and exotic experiences in places they
didn't know existed. The source of this information? Canadians themselves...
because LOCALS KNOW best.
    Canadians will be encouraged to upload photos of their favourite Canadian
travel spots and great unknown experiences on the CTC campaign website -
    "The visuals used in this campaign won't be typical," says Michele
McKenzie, CTC president and CEO. "People won't just be seeing the traditional
images of our country. They'll discover a whole new Canada. The imagery,
experiences, and deals offered by the industry will surprise Canadians, build
pride, and create an urgency to book a trip and see Canada now!"
    Almost all provinces and territories, as well as other industry partners
both large and small, are participating in this national program.
    "The domestic stimulus program is strategic, relevant, and timely for
Canada's tourism industry," says Denny Kobayashi, Manager of Marketing
Operations for Tourism Yukon. "What is particularly appealing about this
program is the CTC designed a program for partners from every corner of the
country to participate in and receive extraordinary value, national reach and
exposure that will benefit tourism in our area."
    Air Canada is introducing a special travel offer for the duration of the
campaign to stimulate travel within and across Canada. And one lucky Canadian
resident will win 1 million Aeroplan(R) Miles to inspire them to see
undiscovered areas of the country. That's a lot of Canadian exploring.

    Links to Resources:

    -   Campaign websites
        -  LOCALS KNOW -
        -  AIR CANADA
        -  AEROPLAN -

    -   View CTC national domestic advertising campaign
        -  Photo 1:
        -  Photo 2:
        -  Photo 3:

    -   View TV/online video spots
        -  Video 1:
        -  Video 2:
        -  Video 3:
        -  Video 4:

    -   Provincial Marketing Organization Links
        BC - Tourism British Columbia
        Alberta - Travel Alberta
        Saskatchewan - Tourism Saskatchewan
        Manitoba - Travel Manitoba
        Ontario - Ontario Tourism Marketing Partnership
        Quebec - Tourisme Quebec
        Nova Scotia - Tourism Nova Scotia
        New Brunswick - Tourism New Brunswick
        Prince Edward Island - Tourism PEI
        Newfoundland & Labrador - Newfoundland and Labrador Tourism
        Yukon - Travel Yukon
        Northwest Territories - Northwest Territories Tourism
        Nunavut - Nunavut Tourism

    -   For more great Canadian story ideas, visit

    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 twelve countries around the world, conduct
industry research and studies, and promote product and industry development.
For research and statistics, news and media resources, travel information and
events, please visit

For further information:

For further information: Laurie Cooper, Senior Communications
Advisor/Conseillère en communications, Canadian Tourism Commission/Commission
canadienne du tourisme, Tel/Tél (604) 638-8411, Cellular (604) 376-6547,
Fax/Téléc (604) 638-8438,,

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