1. CANADIAN TOURISM COMMISSION
ANNUAL PUBLIC MEETING
LOCAL OPPORTUNITIES, GLOBAL MARKETS
Greg Klassen
Senior Vice President, Marketing Strategy & Communications

2. HAMILTON
HOUSTON, WE HAVE A
PROBLEM
1.BARRIERS TO TRAVEL TO CANADA
2.SHIFTING CONSUMER
TASTES/DESTINATIONS;
3.CHANGING COMMUNICATION AND
MEDIA LANDSCAPES

3. 1.
AIR, VISAS,
BORDERS,
PASSPORTS,
EXCHANGE RATES;

4. 2.
SHIFTING
CONSUMER AND
DESTINATION
TASTE

5. SHIFTING CONSUMER AND DESTINATION
TASTES
940M
+110.7%
15.9M
-8.1%
Source: UNWTO

6. A BETTER REVENUE PICTURE
946.5M
+55.4%
12.0 M
+25.3%
Source: UNWTO

7. FIERCE COMPETITORS – NEW/EMERGING
DESTINATIONS
+150%
-8.1%
Mature markets: Composite of UK, France, Germany, Switzerland, Australia
New/Emerging markets: Composite of China, Thailand, Vietnam, Turkey

8. FOLLOWING SARS - REVERSED GROWTH
TRENDS
Global
Recession
SARS
Asian
Crisis 911
Source: Statistics Canada

9. New/Emerging Markets for Canada
150
Global Recession
Asian Crisis SARS
100
Sept.11
50
96 97 98 99 0 1 2 3 4 5 6 7 8 9 10
Core Market Arrivals to Canada
Emerging Market Arrivals to Canada
Source : Statistique Canada

10. COUNTRY RANKING - GLOBAL TOURIST
ARRIVALS
Rank 1990 World 2010 World
Share Share
1 France France
2 USA USA
3 Spain China
4 Italy Spain
5 Hungary Italy
6 Austria UK
7 UK Turkey
8 Mexico 67% Germany 55%
9 Germany Malaysia
10 Canada Mexico
11 Switzerland Austria
12 Greece Ukraine
13 Portugal Russia
14 Malaysia Hong Kong
15 Croatia Canada
Other 33% 45%
Source: UNWTO
Total 703 million 940 million

11. COUNTRY RANKING - LONG-HAUL
GLOBAL TOURIST ARRIVALS
Global Ranking – Long-Haul
Tourist Arrivals
Rank 1999 2009
1 US US
2 UK France
3 France China
4 Canada UK
5 China Italy
6 Germany Canada
7 Italy Germany
8 Spain Turkey
9 Hong Kong Malaysia
Source: UNWTO 10 Mexico Hong Kong

12. HAMILTON
HOUSTON, WE HAVE
AN OPPORTUNITY

13. 8

14. Ranking Most Reputable Countries in the
World
Country RepTrak™ 2011 External G8 Scores
9

15. Which countries are most attractive for key
supportive behaviors?
visit work live
1
0

16. CANADA’S CHALLENGE:
TO LEVERAGE OUR
COMPETITIVE
ADVANTAGE THROUGH
MARKETING
EFFECTIVENESS

17. 3.
CHANGING
COMMUNICATIONS
AND MEDIA
LANDSCAPES

20. SO ARE “WE” SPENDING OUR
MONEY IN ALL THE RIGHT
PLACES……
TO NOT ONLY COMPEL AND
INSPIRE OUR CUSTOMERS TO
CANADA, BUT TO CLOSE THE
SALE AND TURN THE DREAMERS
INTO DO-ERS?

21. OF THE DECISION TO
VISIT CANADA IS
DRIVEN BY THE
TOURISM BRAND
*Interbrand

22. TRAVELLERS
AROUND THE
WORLD ARE
TELLING US THAT
THEY WANT TO
EXPLORE AND LIVE
A LIFE THAT’S LESS
ORDINARY.

23. WE’RE PROMISING THAT CANADA IS THE
PLACE WHERE THEY CAN FULFILL THIS
DREAM & CREATE STORIES ALL THEIR
OWN.

24. CANADA. KEEP EXPLORING IS A
STORYTELLING BRAND THAT DELIVERS
ON THIS PROMISE. IT’S BUILT AROUND
CANADA’S…

25. GEOGRAPHY PEOPLE CULTURE

26. WITH EQ AT THE HEART OF THE BRAND
PROVIDING INSIGHTS ON WHO OUR
BEST PROSPECTIVE CUSTOMERS ARE…
Virtual Travellers 1%
Personal History Explorers 1%
Cultural History Buffs 2%
No-Hassle Travellers 2%
Gentle Explorers 4%
Rejuvenators 6%
Group Tourists 7%
Authentic Experiencers 17%
Cultural Exlporers 24%
Free Spirits 35%
0% 5% 10% 15% 20% 25% 30% 35% 40%

27. …AND HOW THEY LIKE TO TRAVEL
FREE SPIRITS
Index Index
Social Values Score Social Values Score
Joy of Consumption 273 Selective Use of Professional Services 164
Social Mobility 262 Time Stress 163
Importance of Brand 260 Adaptability to Complexity 162
Attraction for Crowds 258 Introspection & Empathy 153
Penchant for Risk 249 Confidence in Advertising 147
Fashion & Trends 213 Culture Sampling 147
Importance of Aesthetics 212 Importance of Spontaneity 144
Pursuit of Novelty 198 Multiculturalism 139
Happiness 195 Need for Uniqueness 133
Need for Status Recognition 189 Discriminating Consumerism 126
Enthusiasm for New Technology 188 Largesse Oblige 125
Social Intimacy 184 Upscale Consumerism 125
Concern for Appearance 177 Effort toward Health 119
Networking 176 Spiritual Quest 117
Personal Escape 171 Discount Consumerism 64
Vitality 164

28. OF THE DECISION TO
VISIT CANADA IS
DRIVEN BY THE
TOURISM BRAND
*Interbrand

29. WHAT ABOUT THE
OTHER

30. PATH TO PURCHASE
STEP 1 AWARENESS FIRST HEAR ABOUT DESTINATION
STEP 2 ON DREAM LIST INTEREST IN GOING SOMETIME IN FUTURE
STEP 3 ON CONSIDERATION LIST SERIOUSLY CONSIDERING IN NEXT 2 YRS
STEP 4 CREATING A MOVIE SERIOUS INVESTIGATION
STEP 5 ITINERARY PLANNING PLANNING DETAILS OF ITINERARY
STEP 6 TRAVEL ARRANGEMENTS FLIGHT AND LAND ARRANGEMENTS
STEP 7 BOOKED A TRIP PROSPECT HAS BOOKED

31. UK’S TRAVELLER’S PATH TO PURCHASE
2008 100% 96.1% 44.4% 16.4% 3.7% 1.4% 0.8%
2009 100% 82.6% 42.6% 19.5% 6.1% 2.0% 1.0%
Market
22.5M 18.6M 9.6M 4.4M 1.4M 450K 225K
Potential
Global
100% 83.1% 49.5% 23.7% 8.0% 2.1% 0.7%
2009
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7

32. NEED FOR A HIGH DEGREE OF
COLLABORATION ALONG THE PATH
KEY RESPONSIBILITIES ALONG THE PATH
17%
Step 1 Awareness
33% CTC
Step 2 On Dream List
Step 3 On Consideration List 26% Regions/Provinces
Local governments &
Step 4 Creating a Movie 15%
Suppliers & package tour
providers
Step 5 Itinerary Planning 6%
Step 6 Travel Arrangements 2%
Suppliers & Trade
Step 7 Booked a Trip 1%

33. WE NEED TO INSPIRE TRAVELLERS TO
CONSIDER CANADA AND CREATE A
VACATION MOVIE
Path to Purchase 2009
Long Haul Pleasure Travellers (%)
100%
83%
Core Mkts
44%
20%
5% 2% 1%
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Step 7:
Aware Dream Consider Movie Itinerary ArrangePurchase

34. REDISTRIBUTING OUR EFFORTS
COMMUNICATIONS
TRADITIONAL FUNNEL
CONSIDERATION
DIAGRAM
Aware of the brand
On dream list
EXPERIENCE/ EVALUATION
On serious ADVOCACY
consideration
list
Creating a
movie
Itinerary
Planning
PURCHASE
Arran
geme
nts
Boo
ked

35. CHARACTERIZED BY 4 KEY STAGES
Evaluation
Consideration
Purchase
Experience/
Advocacy

36. WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
TO
CONVERSION

37. OUR USPs:
1. Vibrant cities on the edge of nature
2. Personal journeys by land, water and air
3. Active adventure among awe-inspiring
natural wonders
4. Award-winning Canadian local cuisine
5. Connecting with Canadians

38. STRENGTHEN PERCEIVED WEAKNESSES IN AREAS OF HIGH
IMPORTANCE TO TARGET CUSTOMERS (CUISINE, URBAN, CULTURE)

39. The Signature
Experiences Collection
WE HAVE AN OPPORTUNITY TO DELIVER A
will help us deliver thatBY
POWERFUL MESSAGE
powerful, consistent
LEVERAGING INFLUENCERS
marketing message
HAVING PROFOUND CANADIAN
EXPERIENCES TO FUTURE CUSTOMERS.

40. IN THE PAST WE’VE
DELIVERED THE
CANADA MESSAGE
THROUGH SOME
VERY POWERFUL
INFLUENCERS

42. COOL, BUT
WE ARE MISSING OUT ON
REGULAR TRAVELLERS
TO CANADA WHO COULD
BE EVEN BETTER
INFLUENCERS FOR
FUTURE TRAVELLERS

43. PARTICULARLY, WHEN WE
DO OFFER THEM SUPERB
EXPERIENCES!

44. WHY DO PEOPLE ADVOCATE?
 NOT BECAUSE THEY ARE PASSIONATE
ABOUT A BRAND, RATHER MORE
INTERESTED IN PROJECTING THEIR LIVES
THROUGH BRAND ASSOCIATION
KEY COMPONENTS FOR SUCCESSFUL
ADVOCACY :
 RIGHT PERSON (FREE SPIRITS):
 RIGHT CATEGORY (TRAVEL):
 RIGHT EXPERIENCE (CANADA):

45. WHY IS THIS GOOD FOR CANADA?
 CANADA.KEEP EXPLORING BRAND ALIGNED WITH
VALUES HELD BY OUR CUSTOMERS
 TOP 5 MOST RECOMMENDED DESTINATIONS—
FUTURE BRAND WITH 95% ADVOCACY RATE
 81% OF PAST VISITORS RECOMMEND CANADA WITH
67% OF THOSE INFLUENCING OTHERS TO POSITIVE
EFFECT

46. REPUTATION INSTITUTE COUNTRYREPSM RANKING
2010
WHICH COUNTRY WOULD YOU
RECOMMEND TO VISIT THE MOST?

47. DIGITAL ARE THE NEW POST CARDS AND
I-PADS THE NEW TOOLS

48. FACEBOOK IS THE “MEDIA” FOR
NETWORKING

49. TRIPADVISOR IS THE NETWORK FOR
SHARING TRAVEL STORIES

50. ECLAL THE NEW CTC TOOL TO COMPEL
AND INSPIRE SHARING OF “LOCAL”
EXPERIENCES IN CANADA
50

51. ADVOCACY

52. ECLAL LAUNCH ARCHITECTURE
Share on site

53. 53
*Interbrand

55. 2b - ELAL video.mov

56. CHARACTERIZED BY 4 KEY STAGES
Evaluation
Consideration
Purchase
Experience/
Advocacy

57. The Signature OPPORTUNITY TO
WE HAVE AN
ExperiencesPOWERFUL
DELIVER A Collection
will help us BY POSITIONING
MESSAGE deliver that
THE RIGHT EXPERIENCES IN
powerful, consistent
FRONT OF THE RIGHT
marketing message
CUSTOMERS.

59. SIGNATURE
EXPERIENCES
COLLECTION
A COMMONLY USED
INVENTORY OF
BRAND-ALIGNED
EXPERIENCES THAT
CONVEY THE BRAND
PROMISE AT ALL
TOUCH POINTS.

60. SIGNATURE EXPERIENCES COLLECTION
SIGNATURE EXPERIENCES COLLECTION
MEMBERS:
 SELL A CANADIAN BASED ‘EXPERIENCE’
 MATCH ONE OR MORE OF CANADA’S ‘UNIQUE
SELLING PROPOSITIONS’
 PRACTICE A HIGH STANDARD OF MARKETING
(DELIVER QUALITY EXPERIENCE, MARKET
THEMSELVES PROFESSIONALLY)
 DO BUSINESS INTERNATIONALLY (EXPORT
READY)

61. SIGNATURE EXPERIENCES COLLECTION
INDUSTRY
 MORE INTERNATIONAL DEMAND FOR CANADIAN
EXPERIENCES
 IMPROVED CUSTOMER EXPERIENCE
EXPERIENCE SUPPLIER
 BETTER ODDS THAT THEIR EXPERIENCE WILL
BE MARKETED INTERNATIONALLY
 ENHANCED BUSINESS REPUTATION AMONG
INDUSTRY PEERS

62. SIGNATURE EXPERIENCES COLLECTION
TRADE
 HEIGHTENED AWARENESS OF CANADA’S
DIFFERENTIATING EXPERIENCES
 SUPPLY EASILY ACCESSIBLE CONTENT FOR
TRADE CHANNEL TO USE IN BROCHURES,
CAMPAIGNS, ETC.
CTC
 BETTER LEAD INDUSTRY IN BRAND
ENHANCEMENT AND ALIGNMENT
 OPERATIONAL EFFICIENCIES
 COORDINATED APPROACH

63. HOW’S IT GOING?

64. 48
NUMBER OF EXPERIENCES
ALREADY IN THE PROGRAM

65. MEDIA RELATIONS
ACTIVITIES RESULTED
IN SIGNIFICANT
AMOUNTS OF POSITIVE
PRINT, BROADCAST AND
HEAVY ONLINE NEWS
COVERAGE.

66. 158
APPLICATIONS UNDER REVIEW

67. SEC APPLICATION PROCESS

68. NOVEMBER 15, 2011
WINTER APPLICATION INTAKE

69. KEEPING THE MOMENTUM GOING
 A VERY ENGAGED SHAREHOLDER
 TOURISM SUPPLIERS: EXCITEMENT AND SUPPORT
 PMO/DMO ENGAGEMENT
 RECEPTIVE & KEY ACCOUNT ACTIVATION
 CTC INTEGRATION OF SEC ACROSS ALL PROGRAMS

70. THE VISION

71. THE SEC ECOSYSTEM – TIED TO THE
Vision
CORPORATE PLAN leverages brand-aligned tourism
A fully integrated program that fully
businesses in the CTC’s priority international markets
SEC members
Inspiring
international
travellers to choose
Canada
CTC GloMar/ Be one of the most innovative NTOs CTC In-market sales
GloCom

72. GOAL
SEC members
AN SEC PROGRAM
ECOSYSTEM THAT IS
PROGRAM
SUPPORTED WITH CONTENT, REPUTATION
TOOLS AND ACCESS TO
INTERNATIONAL MARKETS IN MARKET ACCESS
A WAY THAT DRIVES THE
PROGRAM’S REPUTATION &
VALUE THROUGHOUT TOOLS
INDUSTRY.
CONTENT
GloMar/GloCom In-market sales

73. TIMING
2010 2011-2012 2013-2014
PROGRAM
Integration
DEVELOPMENT In-market
Process
& impacts
(ecosystem
IMPLEMENTATI
development)
ON
Program evaluation & improvement

75. THANK YOU
WWW.CANADA.TRAVEL