Contact
Sandra Teakle, Managing Director
Tel: 33 1 43 12 80 42
e-mail: teakle.sandra@ctc-cct.ca
In-market websites
Consumer
www.canada.travel/france
www.brochurescanada.com – to order brochures
Trade
www.professionnel-voyagecanada.ca
* for tour operators, “Canada Specialists” and travel agents
Market Snapshot
Quarterly Market Report
Trade Development
We continue to work closely with the trade to feature all of Canada’s provinces and territories. The French consumer is very Internet-driven. So we plan to develop closer ties with online agencies.
Retail
Of 5,000 retail travel agencies in France, 125 are “Canada Specialists,” CTC-trained Canada travel experts. We will make sure our specialists remain extremely knowledgeable on all aspects of Canada. They participate in two annual seminars, create Canadian window displays for at least one month and host one consumer event each year. Canada Specialists also join one of our two annual familiarization trips. We have 340 “Club Canada agencies now working to become "Canada Specialists.”
Wholesale
We collaborate with these types of tour operators to develop innovative marketing programs and creative promotions:
- Aventuria
- Back Roads
- Compagnie du Monde
- Comptoir du Canada
- Grand Nord Grand Large
- Jetset
- Kuoni / Vcances Fabuleuses
- La Maison des Ameriques
- Meltour
- Nouvelle Frontieres
- Terre Canada
- Vacances Canada
- Vacances Transat
- Voyaguers du Monde
Consumer Development
Our target market is 35 to 59 year olds, middle to high income, managerial level and higher, plus the gay niche market. We think our new Brand Canada will refresh our image in France and spark renewed interest. As the French consumer becomes more Internet savvy, we will put more energy into web marketing. We want to ensure the consumer gets the information required he needs when making travel plans on the net.
Consumer Advertising
- A NOUS PARIS – a weekly free publication handed out in the metro (circulation 337,000)
- LE MONDE – a daily French newspaper (readership 1,000,000).
- Travel Supplement Expedia
- Lastminute
- Le guide du routard
- Groupe Express Expansion
- Streaming e-mail
PR
Our strategy is to convey a fresh, intriguing image of Canada in the media. We want to create buzz. Our aim is Canada visibility in the French media, averaging five articles or segments a month. We want to showcase Canada’s diversity by broadening the types of publications we reach and themes we introduce.
We invite journalists to regular meetings and luncheons with provincial representatives to maintain relationships, establish new contacts and collaborate on future projects. We host a press trip to Altitude Week, plus individual media visits to Canada. That includes flying a popular anchorman to the Raven golf courses. Target publications: Maxi, Modes et Travaux, Atmosphères, TV Hébdo, City Magazine, Vasco Magazine and Ideat Magazine.
Promotions
Non-traditional partnerships amplify opportunities to expose Canada's new brand to the French consumer in his everyday life. Our partners – French or Canadian – are not necessarily related to the tourism industry. But their target market matches ours: 35 to 59 year olds, middle to high income, managerial level and higher.
These are the types of companies that the CTC might partner with:
- La Chaîne Tonique - Chain of health clubs
- Auchan - Chain of department stores
- Réseau Energie - High-end sports clubs
- Psychologie Magazine
- Elle Magazine
- Aigle - High-end sportswear
- Lancel - High-end luggage manufacturer
- La Criée - Chain of 33 seafood restaurants located in and around Paris
- Galeries Lafayette - World reknown department store
- VISA - Credit card promotion
Trade and Consumer Shows
- Social Committee Tradeshows – Lyon (February), Paris (March)
- Consumer – Salon Mahana, Lyon (March)
- Consumer – Salon Mondial du Tourisme, Paris (March)
- Trade – Top Résa (September)
In-market committee
