NEW YORK: Weber Shandwick Worldwide has been retained by the Canadian Tourism Commission (CTC) to promote Canada as a tourist destination for Americans.Beyond a traditional PR campaign consisting of promotional events, a media relations effort, and trade show support, WSW plans to leverage its "Destination: Entertainment Marketing
initiative for the CTC account.
The initiative pairs WSW's travel marketing practice in New York with its Los Angeles-based entertainment shop, Rogers & Cowan. One of the ways the team plans to raise the profile of Canada as a tourist destination is through television programs.
"We plan to pitch television shows on plots that have a Canadian focus," explained Tara Walls, senior VP at Rogers & Cowan.
Walls said that her agency will also attempt to develop synergistic promotions concurrent with the release of movies set in Canada.
Overall, the firm plans to focus on marketing Canada as America's friendly neighbor to the North.
"Canada is a foreign country, yet its proximity makes it a convenient destination for Americans,
said Rene Mack, president of WSW's North America travel practice. "It's also a country that has amazingly good relations with the US. We need to break the myth that Canada is a cold and distance place. It's a four-season destination that offers Americans a lot of great activities."