KANATA 2007 introduces new era in CTC’s Japanese market efforts

(Originally published in TOURISM)

It will come as no surprise that the number of Japanese visitors to Canada and some of other long-haul destinations is no longer what it used to be – Japan numbers have been declining since 1996. As a result, the Canadian Tourism Commission (CTC) has decided to adopt an aggressive approach to reach deep into the travel preferences of Japanese consumers. The approach is based on harnessing the concerted efforts of the CTC’s partners in Canada and Japan, according to acting marketing manager of the Asia/Pacific marketing team in Vancouver Kyoko Manabe.

“To revitalize the Japanese market, we have grouped together with our Vancouver‑based team," says Simon Pitt, Managing Director of the CTC office in Japan. "We have come up with an energetic strategy and KANATA 2007 will be a very important event to demonstrate Canada’s new approach and partnerships." KANATA is an annual event organized by the CTC, where Canadian companies meet with Japanese professionals from travel industries in order to promote their products. Since its launch in 1990, KANATA has grown and gained a stable reputation among travel professionals. In 2007, it will be held from October 15 to 19 in Tokyo, Nagoya and Osaka, and will feature the new brand Canada.

Says Pitt: “KANATA 2007 will feature enhanced experiential products from Canada which reflect a modified approach. We will expand our target market segments by shifting from conventional demographics and adopting more of an interest‑based segmentation rooted, for instance, in a grouping identified as ‘local flavour seekers.’ These are people who want to come to Canada and experience it as Canadians do.”

They may want to stay at a local family’s home, or take cooking classes for example. Pitt admits these consumers may not constitute a huge volume in the general sense, “but it is substantial in terms of influencing knowledge about Canada in Japan,” he points out.

To support those efforts from a communications perspective, the Kanata Media Event will plant seeds on the media side, through proposed story ideas in five regions where new experiential products will generate a longing for media representatives to travel to Canada.

“KANATA will feature tea blending by BC’s Salt Spring Tea Company, ranch‑style Alberta beef and Canadian beer, Niagara wines and Quebec cuisine, PEI quilt displays and berry water testing, as well as performances by Ontario First Nations artists,” Pitt says.

One hundred key Japanese media representatives are expected to attend the event at the trendy Honey’s Garden in Roppongi (Tokyo), where a Canada House will be “erected” for the occasion. “This spot is a hot destination known for luring sophisticated socialites,” notes Pitt. “It is located in an area named the ‘Art Triangle’ because of the number of contemporary museums nearby.”

A gift package has already been mailed with Canada Day greetings and tips to 100 qualified media representatives and received overwhelming responses. KANATA Media Event guests will receive a passport as part of their invitation letter, which will be stamped as they come in. The garden space will be lit up with candles and colourful projections featuring CTC graphics. A special press kit will be issued for the occasion.

Kyoko Manabe stresses that the concerted efforts around KANATA 2007 (including those of the Canadian partners) bode well for the future of the Japanese market. She invites Canadian sellers to join all the partners, to shed new light on Canada’s tourism offering in Japan.

Visit www.kanata2007.com to find out more.

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