The cult around celebrities can be a very powerful resource, especially with the right star. The Canadian Tourism Commission’s team in Germany certainly hit the jackpot when it approached well-known singer and actress Katja Ebstein with the idea of using her as a representative of those “best-agers” (she is in her early 60s) who might just find Canada an ideal all-around destination for them.
“We travelled with Katja Ebstein to Nova Scotia last year for 7 days to stage and photograph different experiences in the province,” explains managing director Karl‑Heinz Limberg. “Katja wrote a blog about her journey. As a result the whole initiative was quite successful because FTI (our partner tour operator for this promotion) generated 14 bookings for a brand new best‑ager product.”
This year Katja Ebstein and her husband were taken to Alberta and BC, along with a photographer who closely documented their journey. “When we came back, the photographer sent out a press release with his pictures. So far, we have had six articles published in the German press and many more will follow," says Limberg. "And again, Katja will be writing a blog on this website: www.generationkanada.de. She is an extremely credible celebrity in Germany.”
Limberg notes that 92% of Germans are familiar with her name. An accomplished singer, she is regarded not only as a model, but also as a serious artist. “She has become our tourism ambassador for Canada. Wherever she goes, she promotes Canada. She is really an influence‑multiplier for us.”
He estimates this press trip (just for the photographer) will generate a media value of roughly $300,000. “On top of that, we had a media FAM going to Alberta, with seven journalists who met and interviewed Katja in Calgary; they will also be writing a number of articles about Alberta,” Limberg explains.
In light of its success, Limberg expects this program to continue with other provinces next year. “The province to be featured is either going to be Quebec or Ontario; this depends on the provinces’ willingness to come on board as funding partners,” Limberg quips with a smile, “because we need their support.”
“We travelled with Katja Ebstein to Nova Scotia last year for 7 days to stage and photograph different experiences in the province,” explains managing director Karl‑Heinz Limberg. “Katja wrote a blog about her journey. As a result the whole initiative was quite successful because FTI (our partner tour operator for this promotion) generated 14 bookings for a brand new best‑ager product.”
This year Katja Ebstein and her husband were taken to Alberta and BC, along with a photographer who closely documented their journey. “When we came back, the photographer sent out a press release with his pictures. So far, we have had six articles published in the German press and many more will follow," says Limberg. "And again, Katja will be writing a blog on this website: www.generationkanada.de. She is an extremely credible celebrity in Germany.”
Limberg notes that 92% of Germans are familiar with her name. An accomplished singer, she is regarded not only as a model, but also as a serious artist. “She has become our tourism ambassador for Canada. Wherever she goes, she promotes Canada. She is really an influence‑multiplier for us.”
He estimates this press trip (just for the photographer) will generate a media value of roughly $300,000. “On top of that, we had a media FAM going to Alberta, with seven journalists who met and interviewed Katja in Calgary; they will also be writing a number of articles about Alberta,” Limberg explains.
In light of its success, Limberg expects this program to continue with other provinces next year. “The province to be featured is either going to be Quebec or Ontario; this depends on the provinces’ willingness to come on board as funding partners,” Limberg quips with a smile, “because we need their support.”
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