September 5, 2003

Canadian Tourism Commission and Toyota partner on national campaign

Ottawa, Ontario – The Canadian Tourism Commission (CTC) and Toyota Canada have launched a national campaign aimed at encouraging Canadians to “drive the world’s greatest country”. The campaign, valued at $9.6 million over three years, brings together the public and private sectors in a unique partnership to promote tourism in Canada. The first phase of the campaign will run through to February 2004, while phase two, scheduled to start at the end of February, will run through the fall 2004 to take advantage of key summer/fall travel periods.

The campaign will invite Canadians to “discover their true nature” with a promise that “the feeling never ends”. “Go Canada Go” leverages the CTC’s approach to marketing experiential travel and highlights seasonal activities, outdoor adventure, cities and tours, and cultural and heritage experiences. The first phase of the campaign involves newspaper advertising, to be supplemented by TV, radio and magazine advertising plus Web site promotions and dealer support campaigns in phase two.

“Our country has been through it all this year: forest fires, flooding, the blackout, SARS, BSE, but when we’re challenged, Canadians are quick to lend a helping hand,” noted Mr. Kenji Tomikawa, President of Toyota Canada Inc. “In this spirit, Toyota Canada is delighted to partner with the CTC to remind Canadians of our great wealth as a nation. As a nation, we are rich in natural beauty, history, culture, language, tolerance and diversity. And none of the events of this year can diminish this wealth. We live in a great country and Canadians should explore and enjoy it. ”

“The Canadian Tourism Commission and its partners invest about $10 million annually to market Canada to Canadians,” said Pierre Labrie, Chairman, CTC Canada Working Committee. “Agreements such as this one with Toyota are extremely important to the Canadian tourism industry and our domestic marketing program, allowing us to significantly increase our spend in the marketplace. We continue to explore partnerships with non-traditional organizations in order to broaden our reach with Canadians and ensure that Canada continues to be their preferred travel destination.”

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