Contact
Simon C. Pitt, Managing Director, Japan
Tel: 81 3 5408 1039
e-mail: pitt.simon@ctc-cct.ca
Sam Yokoyama, Manager, Travel Trade
e-mail: yokoyama.osamu@ctc-cct.ca
Masayo Hando, Manager, Public Relations
e-mail: hando.masayo@ctc-cct.ca
Mayumi Suda, Coordinator Sales and Marketing
e-mail: suda.mayumi@ctc-cct.ca
Chiho Anami, Coordinator, Finance and Admin.
e-mail: anami.chiho@ctc-cct.ca
In-market websites
Consumer
www.canada.jp
www.canadafan.jp
Market Snapshot
Quarterly Market Report
Marketing opportunities
In 2005, Canada welcomed 398,300 visitors from Japan, 30 percent of all visitors from the Asia-Pacific region. The second-largest economy in the world, Japan has regained its strength and returned to steady growth. Travel prospects from Japan are healthy.
Please find below opportunities for you to put your product in front of potential visitors to Canada, working alongside the Canadian Tourism Commission in Japan. We look forward to working with you in the future.
Consumer programs
Advertising
CTC Japan develops and implements an integrated communication strategy of non-traditional partnerships and one-to-one marketing programs. The aim is to effectively reach out to our target primary markets—women 55 and older and career women over 30.
Objective
1. Make Canada a “top of mind” destination.
2. Strengthen Canada’s brand value; ensure perceptions are consistent.
3. Motivate target audience to visit Canada.
We invite both traditional and non-traditional partners for joint promotions.
Vacation Guide
This is one of our key communication tools to develop the fully independent travel market to Canada. It’s intended to stimulate consumer interest and convert our target audience from “no plan” to the planning stage. Through various advertising and consumer campaigns, circulation is 100,000 copies across Japan. We invite partners, including travel agents, to advertise their tour products and services in this booklet.
CTC Japan website
Since 1997, www.canada.jp has been a significant part of our communication strategy. Under the new Brand Canada strategy, it continues to evolve from an information source to a sophisticated marketing tool. The website allows us to run consumer campaigns and to build a customer database for future direct marketing opportunities.
Canada Fan Club is an informational website for people who love Canada and to travel individually and freely on a fully independent basis. The site introduces information on gourmet dining, accommodation and entertainment based on Canadian residents or from actual travellers. Each section has a space for users to add comments or to read what others have to say. The user can gather first-hand details about Canada they can’t find in other websites or guidebooks. There are other special features on the site as well, such as popular ranking votes on Canadian items or photo contests. In the future, we are planning fun and exciting programs (a member’s-only special present campaign or a consumer event).
Visit Canada programs for media
In partnership with provincial, destination marketing organizations, tour operators and airlines, we invite influential media to Canada to enjoy new experiences and see new destinations. Canadian suppliers have opportunities to showcase their products while receiving media coverage.
Canada Media Awards
The Canada Media Awards program aims to increase interest in Canada among top journalists, and to encourage them to produce tourism-oriented coverage onCanadian destinations. The program is a Canadian Tourism Commission initiative. The Canada Media Award Committee judges the competition, and the prizes are custom trips to Canada.
Travel industry
KANATA
KANATA is our annual marketplace event where Canadian sellers meet with Japanese buyers to promote Canadian products. Since its launch in 1990, KANATA has grown successfully and gained a strong reputation among travel professionals. In one week, KANATA visits three Japanese cities. Travel agents and tour operators convene in Tokyo, Nagoya and Osaka. We offer various levels of participation to accommodate different needs and budgets. Organizations can participate for just two days in Tokyo, including three night’s accommodation, secretary services and lunches. For additional fees, delegates can participate for the whole week to include Nagoya and Osaka. There are sponsorships at different levels to maximize exposure and showcase your product in front of a key audience.
Canada Specialist Program
This program’s primary goal is to educate the travel-trade by creating knowledgeable specialists on all aspects of travel to Canada. It is a two-year educational course with an exam at the end of each year. The exam not only tests general knowledge of travel in Canada, but a much wider breadth of expertise, including culture, history, political structure and major industries. Canada Specialists must present themselves as professional travel advisors, able to recommend a variety of compelling itineraries to all types of clientele, visiting any major travel destination in Canada. Our 72 Canada Specialists are now actively promoting Canada by meeting with consumers, serving as panelists and presenters at consumer events, producing informational books and websites, and providing Internet consultations.
In-market committee
