1. LEVERAGING
SOCIAL MEDIA
TO GAIN COMPETITIVE ADVANTAGE FOR CANADA’S
TOURISM INDUSTRY

2. • Canada’s national tourism marketing organization
• Federal Crown corporation
• Headquartered in Vancouver
• Investing in 11 countries around the world
• Our goal: grow tourism export revenues for Canada
WHO WE ARE

3. OUR MARKETS

4. Japanese
26 SOCIAL CHANNELS, 8 DIFFERENT LANGUAGES

5. HOW WE MARKET CANADA TO THE WORLD

6. AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
TOURISM’S MODEL: OLD THEORY

7. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
TOURISM’S MODEL: NEW THEORY

8. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
THE ADVOCACY LOOP

9. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
CONSIDERATION EVALUATION
ADVOCACY PURCHASE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
FOUR KEY STAGES

10. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
EXPERIENCE & ADVOCACY

11. GIVE PEOPLE THE BEST
BRAND EXPERIENCE
POSSIBLE

13. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
ADVOCACY

14. ENCOURAGE ADVOCATES TO GENERATE
CONTENT…AND REWARD THEM FOR
PARTICIPATING

15. ENCOURAGE ADVOCATES TO GENERATE
CONTENT…AND REWARD THEM FOR
PARTICIPATING

16. ENCOURAGE ADVOCATES TO GENERATE
CONTENT…AND REWARD THEM FOR
PARTICIPATING

18. ENCOURAGE ADVOCATES TO GENERATE
CONTENT…AND REWARD THEM FOR
PARTICIPATING

19. • Follow us on Twitter:
• Consumer: @Keep_Exploring
• Industry, corporate, media relations: @ctccct
• International market interest? Speak with me….
• Fan our Facebook fanpages and tag our page in your posts, especially
when you’re sharing photos: “Canada Keep Exploring”
• Tag your tweets with the #ExploreCanada hashtag
• Tag your Instagram pics with the #ExploreCanada hashtag
JOIN US

20. ADVOCATES NEED THE RELEVANT TOOLS
AND PLATFORMS AT THE RIGHT TIME

21. ADVOCATES NEED THE RELEVANT TOOLS
AND PLATFORMS AT THE RIGHT TIME

22. • Make sure you’re listed as a spot on ECLAL – if you’re not on
there, add yourself
• Comment on your spot or on spots in your destination
• Create lists for your destination on the site
• Add photos, videos and comments to your destination the site
• Use the ECLAL mobile app…promote it to your travellers
• Feel free to use the content from ECLAL in your social
cultivation efforts
• Feature itineraries from ECLAL in your marketing and
communications efforts free of charge
JOIN US

24. RECRUIT INFLUENCERS

26. RECRUIT INFLUENCERS

32. 1. Use the hashtag: #ExploreCanada
2. Check out: www.explorelikealocal.com
3. Download: Explore Canada Like a Local mobile app
4. CTC’s social media guidelines:
www.canada.travel/travel
5. Slideshare: this presentation later tonight ☺
RECAP

33. Kate Duffy
Manager, Social Media
Canadian Tourism Commission
@ctccct
@Kate_Duffy
THANK YOU