Europe/Latin America

CTC’s Europe/Latin America department includes

France
Germany
Mexico
UK

Contact

Sylvie Lafleur, Executive Director, Europe/Latin America
E-Mail: lafleur.sylvie@ctc-cct.ca
Tel. 604-638-8391

Natalie Lauzon, Marketing Officer, Europe/Latin America
E-Mail: lauzon.natalie@ctc-cct.ca
Tel. 604-638-8373

Stéphanie Sirois, Project and Administrative Officer, Europe/Latin America
E-Mail: sirois.stephanie@ctc-cct.ca
Tel. 604-638-8376

Europe/Latin America

What we do
The Europe/Latin America team focuses its efforts in Germany, France, the United Kingdom, and Mexico. We create, and carry out, integrated marketing campaigns in each market. Our campaigns are fully measurable. We use online, traditional and non-traditional tools in our campaigns.

Our in-market sales offices support advertising campaigns through PR, cross-promotions, direct marketing, trade shows and a comprehensive travel trade program.  The goal is to compel travellers to visit Canada–today. An essential part of accomplishing this is the support of our tourism and non-traditional partners.

Partnerships

We work closely with traditional and non-traditional partners who have similar targets. We find partnership opportunities in Canada and abroad in our key target markets.

Here are some examples of successful partnerships from our 2006 campaigns.

UK

Times Advertorial partnership with Fairmont 
As part of a four-advertorial series with each focusing on a different Canadian entertainment theme, Fairmont joined as a partner. Fairmont wove Canada seen through their eyes into their advertorial.

London coffee shops
More than 200 London coffee shops and cafés featured a “Click to Win” competition on their coffee cup sleeves. The campaign started on Sept. 11 and ran over a fivweek period. All cafés were based in central London, both independent and small chains. Building on the 750,000 coffee cup sleeves, we sourced additional space for till wobblers, table tents and A-4 posters–all promoting a trip to Toronto, ON. Ontario Tourism Marketing Partnership, Tourism Toronto and Thomas Cook Signature sponsored the trip. 

Germany

Streaming e-mails with Dertour 
We extended a newsletter e-mail by adding a “stream” video clip that starts when the user opens the e-mail. This successful initiative featured Dertour as the point of sale. We distributed it to the CTC’s existing database.

Clever Women
“Clever Women” is a collaboration with celebrities, media, and traditional and non-traditional partners to promote Canada as a world-class destination of choice for female travellers. BIONADE, a trendy producer and distributor of wellness drinks, is one of eight non-traditional partners who support this successful promotion.

The company developed a special six-pack holder (60,000 pieces) and a card (circulation 100,000) to raffle a trip to Ontario. In BIONADE also placed cards in supermarkets selling organic food. These grocers’ (for example, BASIC) clientele match our high-end target group. The promotion will also create buzz through promotions along the lines of  bakery bags with celebrity “blogs” (web logs) from travels through Alberta and Ontario. We expect to reach 500,000 consumers; BIONADE repeats the promotion on its website at www.bionade.de.

France

À Nous Paris partnership with BC and Alberta. 
À Nous Paris is a colour weekly distributed free of charge in the Paris metro.  The CTC published a number of advertorials throughout the year. One issue spotlighted BC and Alberta.

REPAIRE de BACCHUS
We featured Canada on the cover, center pages and back page of REPAIRE de BACCHUS’ in-store magazine (20,000 copies). REPAIRE de BACCHUS is an upscale wine merchant. In the magazine, and in the store, the consumer could fill out a coupon to win a trip for two to Canada.

We decorated the 35 stores in and around Paris with Canadian flags and posters announcing the competition. On Oct. 22, Oct. 29 and Nov. 5 (Sundays), six stores had hostesses talk about Canada. These “animators” introduced Canadian products, such as maple syrup and cranberries, to patrons. A lucky winner drew a gift basket featuring Canadian products in each of the six stores, as well as the Grand Prize.
In all markets, tour operators can participate in the campaign by featuring packages on the CTC website. This is the call to action for all of our advertising campaigns.

Mexico

Québec and Ontario
In the fall 2006, the CTC partnered with Canadian provinces Québec and Ontario. Tour Operators including Amex and Ofertas Turisticas also joined with packages.  We distributed 28,000 valet tags.

Scotiabank/Visa Direct Mail
We did a direct mailing in partnership with Visa in summer 2006. The aim: put tour operator packages in the hands of Scotiabank/Visa cardholders. We sent 120,000 pieces, including 16 packages from six operators.

Emerging Markets

The emerging markets that show signs of strengthening can have the greatest potential for rapid growth and large returns, according to popular development theories. The CTC’s Market Portfolio Analysis (MPA) model is a tool that helps us choose the best emerging markets. The MPA objectively evaluates performance and potential of 22 markets.

Brazil has demonstrated solid performance and growth over the past several years. Socio-economic conditions in Brazil suggest that significant growth in visits to Canada is possible. By May 2007, we will have evaluated the Brazil market thoroughly. If the outlook is good, we will draw up a full market entry strategy and begin suggested investment plans.

CTC Road Show

Europe/Latin America’s presentation for the 2006 Road Show, “Differentiating Canada.”

Europe/Latin America – Initiatives

Priority 1 – Develop one-to-one relationships with customers.

• Call to action.
  
• Contest.
  
• Data capture / analysis.
  
• Personalized product.
  
• Personalized communication.
  
• Segmentation study.

Priority 2 – Align market allocations for maximum return on investment.

• Reach consumer through the web.
  
• Increase web-oriented tactics.
  
• Increase work with non-tradional partners.
  
• Spread costs over markets. 

Priority 3 – Differentiate Canada. Canada is top of mind!

• Use different media and original messaging consistent with brand.
  
• Communicate a vibrant and exciting Canada (in conjunction with partners)

Priority 4 – Leverage partner investment

• Develop fully integrated programs with partnership opportunities.
   
  

• Overall CTC effort and market specific.
  
• Assist in identifying qualified leads.

Priority 6 – Increase air access.

• Work with industry to develop business case for more capacity and new routes.

Priority 7 – Market research.

• Market Watch twice a year.
  
• Segmentation study.
  
• Market Intelligence.