Contains Qantas retail offer.
In papers January 28 & 29
Canada Tourism Commission launches a new campaign for 2012.
The campaign takes a new approach to marketing, focusing on experience rather than geographic location.
Among the experiences are Edible British Columbia’s tours of the Calgary Stampede’s “Greatest Outdoor Show on Earth,” Granville Island Market, the Stratford Shakespeare Festival’s “Beyond the Stage,” the Quebec Winter Carnival’s Grand Festival of Winter and tours of the Alexander Keith’s brewery in Halifax. The campaigns feature the tagline, “Canada. Keep exploring.”
These two newspaper ads, which ran in newspaper inserted magazines and the travel section (alongside relevant editorial), highlight the experiences of the Calgary Stampede and the Canadian Rockies, the latter also including an execution with a Qantas offer.
This campaign will be running in international markets such as France, Australia and the UK, targeting high-spending international travellers.
Download our 2011 Retail Report: a series of 4-page reports demonstrating why newspapers drive Call to Action for retailers. It features the Action Map, a proprietary newspaper measure which identifies the form of action a newspaper ad is likely to generate
Also, check out our Creative Benchmarking research into the Travel & Tourism category, which shows how consumers engage with and act on newspaper advertising.
January 2012
