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section titleHelping tourism businessesthrough marketing excellenceInnovation is a core value that acts as a cornerstone ofour work at the CTC, and we strive to develop creative waysto motivate travellers to discover Canada. Our 35 MillionDirectors campaign in 2012 was an innovative approachto connect emotionally with potential travellers by puttingcameras into the hands of Canadians. The final product wasa two-minute tourism marketing video made by Canadiansfor the world. As Canada’s national tourism marketer, we arealways looking to develop new and clever ways to promoteCanada globally.Quebec City, Quebec8
Helping tourism businessesOne of the key assets at our disposal is the strength ofthe Canada brand, ranking in the top spot in 2010 and2011, and #2 in 2012, by leading international consultancyFutureBrand. This past year also saw Canada advance itstourism position within the index by seven places to sixth.Canada’s own tourism brand—Canada. Keep Exploring—is a key element of the overall country brand managedand promoted under the CTC’s direction. This compellingnational brand has a unique drawing power—a force that noindividual, local or regional marketing effort can match 3 .Another prominent consultancy, The Reputation Institute,also regarded Canada in a positive light and ranked it thecountry with the best reputation in the world in both 2011and 2012, and as the top most recommended country tovisit in 2012. Canada’s strong brand image, coupled with theunique experiences we offer, are critical elements on whichwe capitalize. Along with our industry partners, we exposeprospective travellers to captivating marketing that connectswith them emotionally and helps Canada to be top of mind.Recognizing that the consumer is at the heart of ourmarketing approach, we use our proprietary customersegmentation tool, the Explorer Quotient ® (EQ ® ), to uniquelylink social values to travel preferences. This enables usto precisely target the people most likely to visit Canadathrough tailored campaigns.Successful marketing depends on knowing who ourtarget customers are. We build on Canada’s stellar globalreputation and develop creative strategies and innovativetools that maximize the power of our marketing budget. Byfocusing purposefully on segments of greatest opportunity,we, along with our partners, are creating a strong future forCanada’s tourism industry.Our dynamic Signature Experiences Collection ® (SEC)also helps to ensure that Canada stands out from thecompetition. It moves beyond Canada’s traditional “pillars”of wildlife and geography, and responds to consumers’increasing demand for experiential travel options that takethem off the beaten path. While tangibly showcasing thekinds of extraordinary experiences travellers can have fromcoast to coast to coast, we also offer a wide range of toolsto help tourism businesses compete for discerning travellersby promoting themselves internationally as “experiences”rather than “products”.Toolkits for industry include theCTC Brand Standards Guide,the Experiences Toolkit, and theEQ Toolkit.3Results from the CTC’s 2011 Global Tourism Watch survey reveal thatwhile 21% of international travellers are aware of Canada, less than 1%are aware of its provinces or territories.Aikens Lake Wilderness Lodge, ManitobaCanadian Tourism Commission 2012 Annual Report 9
Page 1 and 2: Delivering Value for Canada’s Tou
Page 3 and 4: About the CTCThe Canadian Tourism C
Page 5 and 6: Message from the President & CEO“
Page 7 and 8: What does this mean forCanada’s t
Page 9: Helping tourism businessesWe simila
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Page 15 and 16: Year in ReviewGlobal Tourism Indust
Page 17 and 18: year in reviewIn 2012, total receip
Page 19 and 20: year in reviewCanada similarly expe
Page 21 and 22: year in reviewCTC Highlights of 201
Page 23 and 24: year in reviewA night under the ice
Page 25 and 26: year in reviewSocial mediaSocial me
Page 27 and 28: year in reviewMarketing Canada to t
Page 29 and 30: Year in ReviewResults from booked b
Page 31 and 32: awards and recognition in 2012Exped
Page 33 and 34: performance measurement2012 Enterpr
Page 35 and 36: Corporate GovernanceConstitutionThe
Page 37 and 38: Corporate GovernanceSteve AllanChai
Page 39 and 40: Corporate GovernanceSenior Manageme
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Page 47 and 48: Management discussion and analysisI
Page 50 and 51: FINANCIAL STATEMENTS48 Canadian Tou
Page 52 and 53: FINANCIAL STATEMENTSStatement of Op
Page 54 and 55: FINANCIAL STATEMENTSStatement of Ca
Page 56 and 57: notes to the audited FINANCIAL STAT
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© Tourism PEI/John Sylvester© Gov
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