(Originally published in TOURISM)
The collaborative approach spearheaded by the Canadian Tourism Commission (CTC) in the Australian ski market is heading towards what could be described as its greatest finish ever, according to early indications. This is the kind of news every marketer likes to hear; Donna Brinkhaus, managing director at CTC‑Australia, believes the campaign’s structure involving wholesalers, Canadian ski resorts, airlines and partners has made all the difference in the world, leading to strong advance bookings: “By having everybody go with one cohesive message to the consumer in an integrated approach, we have been able to achieve a sustained presence in newspapers, online, on TV and on billboards as part as a comprehensive deployment of tactics acting in synchronicity.
Brinkhaus explains that Western Canadian ski resort operators know Australia is of great benefit to them, as Australia is the second largest overseas market delivering skiers to their resorts (UK‑based skiers are #1). “Eight Western Canadian ski resorts came on board this year, along with three top Australian ski wholesalers and the provinces of BC and Alberta. Together with the CTC money we were able to generate a $450,000 dollar campaign.”
This made it possible for Brinkhaus’ team to acquire presence in major newspapers for six weeks in three key cities that deliver visitors to Canada (Sydney, Brisbane and Melbourne). “We delivered a complete campaign with the operators getting behind it with additional individual initiatives such as direct mail campaigns, flyers and retail components. Every single medium you can think of is being used during this campaign and the ski operators are telling us their business is up phenomenally.”
With early bookings, there are signs for a very strong upcoming season, Brinkhaus continues. “There are a couple of reasons for this. Our campaign has been effective in the market. Also, Air Canada has a brand new non‑stop service between Sydney and Vancouver starting December 14, and that is a big factor; it is huge news here that for the very first time consumers can fly non stop between Sydney and Vancouver. As well, the dollar is playing a large part (the Australian dollar is strong right now with about a 10‑cent difference between our dollars).”
Brinkhaus says this smart approach, combined with knowing how to reach the consumer, what to tell them, and the ability to keep Canada visible in front of consumers for a period of about three months, "makes us incredibly successful in the market. Competition is very stiff with Japan and Colorado right now. They are 'eating our lunch' and they have been for a while. This campaign is new and exciting; it tends to grab the eye of the consumer!” Brinkhaus believes that good news from the Australian ski market will keep coming as a result of this latest effort, for some time yet.
Visit www.ski.canada.travel/au for more on how the CTC is luring Australian skiers to Canada.
The collaborative approach spearheaded by the Canadian Tourism Commission (CTC) in the Australian ski market is heading towards what could be described as its greatest finish ever, according to early indications. This is the kind of news every marketer likes to hear; Donna Brinkhaus, managing director at CTC‑Australia, believes the campaign’s structure involving wholesalers, Canadian ski resorts, airlines and partners has made all the difference in the world, leading to strong advance bookings: “By having everybody go with one cohesive message to the consumer in an integrated approach, we have been able to achieve a sustained presence in newspapers, online, on TV and on billboards as part as a comprehensive deployment of tactics acting in synchronicity.
Brinkhaus explains that Western Canadian ski resort operators know Australia is of great benefit to them, as Australia is the second largest overseas market delivering skiers to their resorts (UK‑based skiers are #1). “Eight Western Canadian ski resorts came on board this year, along with three top Australian ski wholesalers and the provinces of BC and Alberta. Together with the CTC money we were able to generate a $450,000 dollar campaign.”
This made it possible for Brinkhaus’ team to acquire presence in major newspapers for six weeks in three key cities that deliver visitors to Canada (Sydney, Brisbane and Melbourne). “We delivered a complete campaign with the operators getting behind it with additional individual initiatives such as direct mail campaigns, flyers and retail components. Every single medium you can think of is being used during this campaign and the ski operators are telling us their business is up phenomenally.”
With early bookings, there are signs for a very strong upcoming season, Brinkhaus continues. “There are a couple of reasons for this. Our campaign has been effective in the market. Also, Air Canada has a brand new non‑stop service between Sydney and Vancouver starting December 14, and that is a big factor; it is huge news here that for the very first time consumers can fly non stop between Sydney and Vancouver. As well, the dollar is playing a large part (the Australian dollar is strong right now with about a 10‑cent difference between our dollars).”
Brinkhaus says this smart approach, combined with knowing how to reach the consumer, what to tell them, and the ability to keep Canada visible in front of consumers for a period of about three months, "makes us incredibly successful in the market. Competition is very stiff with Japan and Colorado right now. They are 'eating our lunch' and they have been for a while. This campaign is new and exciting; it tends to grab the eye of the consumer!” Brinkhaus believes that good news from the Australian ski market will keep coming as a result of this latest effort, for some time yet.
Visit www.ski.canada.travel/au for more on how the CTC is luring Australian skiers to Canada.
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