The Canadian Tourism Commission (CTC) has opted to bin its usual traditional media channels and go entirely on line with its Autumn 2009 campaign.
A series of 15 second video clips will be delivered through UK TV web portals, as well as on online newspaper pages and on AOL, Yahoo , MSN , Teletext and Lastminute
Created by DDB and OMD the campaign aims to deliver holiday ideas that match identified traveler types with holiday packages supplied by major UK tour operator Canadian Affair, amongst others.
Behavioural targeting through a concept called the Explorer Quotient (EQ) will find consumers that match specific travel behaviour and to supply them with holiday ideas that match their holiday preferences.
Applying the EQ to the CTC’s campaigns is in its infancy but the CTC has big plans for its long term success.
The newly revamped canada.travel website allows consumers to take the EQ test and has content tailored to the different EQ types.
Meanwhile a pilot project with a UK tour operator to apply the EQ model to existing databases is also set to roll into action shortly .
This, the CTC hopes, will allow them to develop its application for use in partnership with other tour operators into 2010 and beyond.
“As Canada prepares to host the 2010 Winter Games and as peoples attention this autumn turns to holiday plans for 2010 given the terrible summer we have just encountered here in the UK , the CTC ‘s Autumn campaign is very much focused on lead generation,” said Managing Director CTC UK, Rupert Peters.
“EQ tm is a fully researched and qualified tool that allows us to identify the traveller types that match Canada’s range of product experiences the best and allows us to target very specifically. It is a very exciting and innovative marketing tool to have at our disposal.”
See one execution – ‘Niagara’ - from the campaign below.
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