CANADA will be projected as a major four-season holiday destination for the UK market when a new national TV advertising campaign begins on Boxing Day.
It is being launched by the Canadian Tourism Commission in conjunction with a number of provinces, airlines and tour operators.
The 30-second spot, to which sponsors can add their own 15-second slot, will run on Channel 4, ITV and a selection of cable and satellite channels in both prime and off-peak periods. It runs until the end of January and focuses on Canada’s nature, culture and cities.
CTC director for UK and Ireland Ian Harrower said: “The results of previous campaigns, both in terms of response levels and actual business generated, were very good. With partner airlines and operators, we have created a campaign which builds on this previous success and provides an even stronger and more effective positioning of Canada as a year-round destination.”
He added: “The campaign will also be reinforced by another in the national daily press which will run concurrently with the TV spots.” The exercise is also designed to create awareness of partners’ products within the overall Canada brand.
Participants include Canadian Airlines, Air Transat, Alberta, British Columbia, Ontario, Quebec and the Atlantic provinces. Joining them are All Canada Travel and Holidays, Bluebird and Thomas Cook.