Analysis of case study- Canadian Tourism

1. DIGITAL MARKETING
ASSIGNMENT
ANALYSIS OF CASE: THE CANADIAN
TOURISM
SUBMITTED TO: SUBMITTED BY:
Dr. Hemraj Verma Pradeep Kumar Tiwari
Enroll No.-1103102183

2. 1. Why was email an ideal medium to reach this target market?
Email is an ideal medium to reach the target medium because
a) Extremely cost effective due to a low cost per contact
b) Highly targeted
c) Customisable on a mass scale
d) Completely measurable
We can also track
a) Open percentage
b) Click through rate
c) Subscribe and unsubscribe
d) SPAM reports
e) Bounce rate
2. How did the originality of this campaign capture the attention of readers?
For capturing the attention of readers
a) They have done national integrated advertising campaign, incorporating print, magazine,
television and online mediums. They reached to people through the entire medium so that
people can at least see the campaign once.
b) They have provided the option for uploading the photo of favourite spot in Canada and
share their experience. From this the other people who visit the site come to the know the
different places and the best thing on that place and also come to the felling of people who
visited that place.
c) They have used email campaign to advertise about the adventures places where the
people don’t visit because of the tribal areas.

3. d) They have arranged the email in such a way that all the email was not visible in standard
screen they have to scroll the bar to see all the mail due to this the people see all the email
and the spots of Canada.
e) An innovative email concept which spoke directly to the target audience resulted in many
unknown Canadian destinations being discovered.
3. How important was market research in this campaign?
Market research is important for this campaign because
a) We come to know the target peoples.
b) We can know which type of campaign we should used to attract more people.
c) We can segment the different group of people according to their preference of place they
want to visit.
d) We can know the number of people who spend money on travel and how much they
spend in Canada and how much they spend outside Canada.