The Canadian Tourism Commission will triple its promotional spend in the UK next year.
The budget for this will be generated by the CTC ceasing all traditional advertising in the US, where it will concentrate solely on media relations, social media and research.
CTC’s international vice-president Charles McKee said the US market is already well served by a number of its partner marketing organisations, such as provincial tourist boards, which will continue with direct advertising.
“We’ve looked and how and where we invest, and what infrastructure we use to invest. Outside of the US, the UK is one of our largest volume and highest yield markets. It’s very important.”
The CTC’s UK budget will be split three ways, with 62% on advertising, 27% on trade development and support and 11% on public relations.
Special focuses this year include the promotion of Canada in regional UK markets as a year-round destination.
UK numbers to Canada in 2009 were down 17% year on year, but figures show bookings are on course for a single-digit growth by the end of this year.
McKee said: “By the end of the first quarter of 2011 we expect to be back to 2008 numbers.”
In a restructure, the CTC in France, Germany and Australia will use general sales agents, and will be run from a regional hub office in London headed up by Rupert Peters, former managing director for the UK and now regional manager across all these markets.
The CTC’s trade relations activities include the new Canada Specialist Programme, an online modular programme covering different provinces and holiday experiences.
Once completed, agents will gain access to a range of benefits including fam trips, discounts, partnership funding for promotions, listing on the CTC’s consumer website and window display materials.
The CTC is running a speed-dating-style training event for agents later this month where they can meet suppliers and win prizes including an iPad. Find out more at www.canadaspecialist.co.uk