With the Canadian ski season fast approaching, the Canadian Tourism Commission is kicking off a campaign to entice Americans to stunning Canadian destinations for their next ski and snowboard holiday. Developed by DDB Canada, Tribal DDB Canada, the CTC, and in partnership with the Canadian Destination Ski Consortium, the campaign includes national US print and online advertising and various out-of-home elements in San Francisco, New York, Chicago and Washington, D.C. markets.
“The new campaign communicates that skiing and boarding in Canada is not just one thing, it’s the sum of parts – the hospitality of the people, the amenities at the resorts, the contrast and variety of activities, the culture, the amazing terrain and the abundance of snow – that make Canada the ultimate ski experience,” says Yolaine Dupont, marketing specialist US Leisure Marketing at the CTC.
The creative online ads first reveal snow‑covered peaks and entices users with the line, “See why everyone comes back. Then comes back again. And again.” The ad expands to expose a mountain and trail map that prompts the viewer to fold it up. Once folded, the trails converge and form one of five shapes on the mountain, each representing a different element that makes the Canadian ski or snowboard holiday experience fabulous. A snowflake signifies the excellent snow conditions, a snowman for family fun, a martini glass for the après activities and more.
“The trail map is a creative and interactive way to connect with skiers and encourage them to start planning their next ski vacation to Canada,” says Cosmo Campbell, Creative Director, Tribal DDB Canada, Vancouver. “Not only does the piece communicate the message of amazing ski runs and conditions, but the folded trail map reveals an additional element to the Canadian ski experience for skiers to look forward to in an intriguing way.”
The out‑of‑home and print executions also create intrigue by highlighting various elements of the Canada ski experience by showing arresting images accompanied by questions. For instance in one ad, an inviting outdoor hot tub is shown with the question, “what’s a black diamond run without a hot tub to finish?” In another, a photo of an idyllic cabin blanketed in powder snow with question, “ever experience 5‑star living under 6 feet of snow?”
Targeting avid American skiers and snowboarders, both online and offline elements communicate the positioning statement, “you haven’t skied, until you’ve skied Canada” and direct them to experience a Canadian ski adventure by visiting www.canada.travel/skinow. Developed by the CTC, the site explores ski destinations from the powdery slopes of BC and the pristine high alpine of Alberta's Rocky Mountains to the majestic hills of Québec. Ski travel packages are also available on the site as well helpful travel tips and a ski newsletter. Skiers and boarders can also enter the "Canada Ski Experience of a Lifetime Sweepstakes" for a chance to win a free 12‑night/13‑day Canadian ski vacation for six people at three ski resorts (one in Québec, one in Alberta and one in British Columbia).
The online ads will appear on OnTheSnow.com, TripAdvisor.com and Travelocity.com. The print campaign will appear in Outside Magazine, Travel & Leisure, Departures, Food & Wine and in‑room Fairmont Hotel publications. Both online and offline elements launch in November and will run until April with OMD Vancouver and the CTC responsible for the media buy.
“The new campaign communicates that skiing and boarding in Canada is not just one thing, it’s the sum of parts – the hospitality of the people, the amenities at the resorts, the contrast and variety of activities, the culture, the amazing terrain and the abundance of snow – that make Canada the ultimate ski experience,” says Yolaine Dupont, marketing specialist US Leisure Marketing at the CTC.
The creative online ads first reveal snow‑covered peaks and entices users with the line, “See why everyone comes back. Then comes back again. And again.” The ad expands to expose a mountain and trail map that prompts the viewer to fold it up. Once folded, the trails converge and form one of five shapes on the mountain, each representing a different element that makes the Canadian ski or snowboard holiday experience fabulous. A snowflake signifies the excellent snow conditions, a snowman for family fun, a martini glass for the après activities and more.
“The trail map is a creative and interactive way to connect with skiers and encourage them to start planning their next ski vacation to Canada,” says Cosmo Campbell, Creative Director, Tribal DDB Canada, Vancouver. “Not only does the piece communicate the message of amazing ski runs and conditions, but the folded trail map reveals an additional element to the Canadian ski experience for skiers to look forward to in an intriguing way.”
The out‑of‑home and print executions also create intrigue by highlighting various elements of the Canada ski experience by showing arresting images accompanied by questions. For instance in one ad, an inviting outdoor hot tub is shown with the question, “what’s a black diamond run without a hot tub to finish?” In another, a photo of an idyllic cabin blanketed in powder snow with question, “ever experience 5‑star living under 6 feet of snow?”
Targeting avid American skiers and snowboarders, both online and offline elements communicate the positioning statement, “you haven’t skied, until you’ve skied Canada” and direct them to experience a Canadian ski adventure by visiting www.canada.travel/skinow. Developed by the CTC, the site explores ski destinations from the powdery slopes of BC and the pristine high alpine of Alberta's Rocky Mountains to the majestic hills of Québec. Ski travel packages are also available on the site as well helpful travel tips and a ski newsletter. Skiers and boarders can also enter the "Canada Ski Experience of a Lifetime Sweepstakes" for a chance to win a free 12‑night/13‑day Canadian ski vacation for six people at three ski resorts (one in Québec, one in Alberta and one in British Columbia).
The online ads will appear on OnTheSnow.com, TripAdvisor.com and Travelocity.com. The print campaign will appear in Outside Magazine, Travel & Leisure, Departures, Food & Wine and in‑room Fairmont Hotel publications. Both online and offline elements launch in November and will run until April with OMD Vancouver and the CTC responsible for the media buy.
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