Contact
Susan Iris, Vice-President U.S. Sales
e-mail: iris.susan@ctc-cct.ca
Tel: 703-875-3956
Dan Melesurgo, Executive Director
e-mail: melesurgo.dan@ctc-cct.ca
Tel: 703-875-9478
Heather Phelps, Program Director
e-mail: phelps.heather@ctc-cct.ca
Tel: 586-598-7010
In-Market Website
www.meetings.canada.travel
Market Snapshot
Quarterly Market Report
Trade Development
National Initiatives
Industry trade organizations – four target markets
- Association Meeting Planners (PCMA, Experient)
- Corporate Meeting Planners (MPI)
- Financial Insurance Conference Planners (FICP)
- Association CEOs (ASAE)
Our team is active in national shows; regional education meetings (with Canada as a key sponsor); board and committee representation; educational sponsorships; research with partners; ongoing communication, including re-working advertising messages in organizations’ publications to support our in-market initiatives; national database detailing membership targets.
Incentive
- Market Canada’s incentive destinations and services as a primary choice among key U.S. decision makers.
Target marketing
Our partner-led initiatives expand and enhance our core program and investment. Our program uses a 3 to 1 (partner:CTC) investment ratio. The focus is most often specific to the destination or company.
Product testing and fams
Our Visit Canada program gives customers a chance to experience Canadian destinations through either site inspections or familiarization (“fam”) trips. We sponsor air travel. And either the CTC in-market sales force or our partners organize the trip.
CTC - Familiarization Tours (Revised as of 08/01/07)
CTC - Site Inspection Program (Revised as of 08/01/07)
Regional/Segment Initiatives
Direct solicitation
We develop leads and revenue quotas against our account base, with escalating targets each year.
Key account management
We measure performance against accounts. We also focus on target segments that have demonstrated resiliency and strong potential for Canada; for example, pharmaceutical, insurance, food service, banking and finance, third-party.
Non-traditional
We leverage broader-based awareness through regional alliances with like-minded corporations.
Partner-led in-market projects
We take advantage of partner-led projects to support individual destination access and programs, especially in mature geographic markets.
Promotions
These are the types of partnerships our team forms with industry partners:
- American Society of Association Executives (ASAE) & The Center for Association Leadership (CAL) — This alliance helps us reach senior meeting planners and association CEOs. Marketing opportunities are tradeshow and client events coupled with advertising, e-marketing and research.
- Experient — The industry’s leading source for meetings and events, Experient works mainly with the association market segment. Our partnership (touch marketing, Meet with Success program, customized client events) allows us to build relationships and drive business opportunities for our Canadian partners.
Trade and consumer shows
National Tradeshows – We create a Canada presence at major industry tradeshows, and leverage national partnerships and the Brand message.
- Meeting Professionals International (MPI) World Education Congress
A national tradeshow held in conjunction with the World Educational Congress aimed at the corporate and incentive markets.
- American Society of Association Executives (ASAE) Annual Meeting and Exposition
Our largest tradeshow, this one is geared at the association market targeting key decision makers – U.S. meeting planners and association CEOs.
- The Motivation Show (or ITME)
This is the largest show for the incentive and corporate markets. The incentive market is a small, but lucrative, segment of our U.S. business.
- International Association of Exhibition Managers (IAEM)
Representing tradeshow and exhibition managers, IAEM is the U.S.’s leading association for the global exhibition industry.
We also participate in a variety of regional-based shows (MPI, Destinations Showcase) appropriate for our team’s respective markets.
