the communications and public relations department canadian tourism commission
Download
Skip this Video
Download Presentation
The Communications and Public Relations Department Canadian Tourism Commission

Loading in 2 Seconds...

play fullscreen
1 / 31

The Communications and Public Relations Department - PowerPoint PPT Presentation


  • 281 Views
  • Uploaded on

The Communications and Public Relations Department Canadian Tourism Commission. “We are connectors - between the CTC and the world, and inside the CTC - and we tell Canada\'s story.”. our clients. media industry CTC partners And - government consumers staff. In General

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'The Communications and Public Relations Department' - richard_edik


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
we are connectors between the ctc and the world and inside the ctc and we tell canada s story
“We are connectors - between the CTC and the world, and inside the CTC - and we tell Canada\'s story.”
our clients
our clients
  • media
  • industry
  • CTC partners
  • And -
  • government
  • consumers
  • staff
services
In General

Global PR support

Domestic PR initiatives

Media relations

Timely and relevant news and intelligence

Specific

Manage Visiting Journalists Program

Manage GoMedia Marketplace

Populate CTC media centre website

Leverage media opportunities afforded by 2010 games

services
provide strategic direction for global travel media and public relations
provide strategic direction for global travel media and public relations
  • Host Go-Media Canada Marketplace
  • Host on-line Media Centre
  • Source stories, images and B-roll that will promote the brand and appeal to international journalists in target markets
  • Ensure ongoing communication and PR calls in all key markets
  • Publish original content
products
products
  • TOURISM magazine
  • Tourism Daily News
  • Media Centre
  • Press Kits
  • Corporate Presentations
2007 results
2007 results
  • PR projects and corporate media relations activities reached a domestic audience of 20.5 million and secured $627,000 in unpaid publicity (Sept 2007)
  • The Visiting Journalists Program supported travel for more than 150 domestic media in 2007
  • More than 250 participants in GoMedia event in Banff
  • International media visited Canada on trips organized by the nine overseas markets
  • Over 100 stories now posted to media centre website
ctc media relations around the world
United Kingdom

France

Germany

Japan

Korea

China

Australia

Mexico

United States

CTC Media Relations Around the World

The Canadian Tourism Commission has media relations staff in:

interesting pr projects around the world
Interesting PR projects around the world
  • Clever Women – Germany
    • a collaboration with celebrities, media, and traditional and non-traditional partners
    • promotes Canada as a destination for female travellers.
    • BIONADE, a trendy producer of wellness drinks partnered.
    • prize trip to Ontario.
    • bakery bags with celebrity “blogs” (web logs) from travels through Alberta and Ontario.
  • Canada Skating Rink – Canary Wharf
  • USB drop-off campaign flashes silver for CTC
  • NHK – Anne of Green Gables 100
  • Harley Pasternak – the Five Factor program
ctc media centre
CTC Media Centre
  • www.canada.travel/media
  • A resource for staff and media
  • 100 compelling, original stories and counting…
  • “Mexican media are taking our talking points just as you designed them…thank you for all your effort and team support.”
  • CTC Mexico about CTC Master Key Messages Document, 2007
  • Already getting media pick-up

“We are trying to find more Canadian content and your stuff looks great.”

- AOL Canada about CTC stories on Media Centre, 2007

  • Long range plan to increase uptake of stories and ideas by all media formats
ctc media centre11
Stories and Ideas

Images (new image management system in the works)

Resources

News releases

Facts and figures

Writer directory

GoMedia Marketplace link

CTC Media Centre
visiting journalists program
Visiting Journalists Program
  • Travel Assistance
  • Travel support is available for accredited members of the press to produce stories about Canada – generally on a 50% funding
  • Ensure the media are qualified and will provide the best results for your destination
  • Contact Provincial Marketing Organizations who will work with CTC
gomedia
GoMedia
  • Annual media marketplace that attracts 250 participants
    • Canadian travel journalists
    • Journalists from nine overseas markets
    • Canadian provinces and territories
    • Canadian destinations
  • Appointment-based format
  • Professional development
  • Local tours
  • Pre- and post-tours
gomedia 2007 2008 2009
GoMedia: 2007, 2008, 2009
  • “From start to finish the event was amazing, from lodging, food, entertainment and staffing it really was a marvel.”

- Mount Engadine Lodge after attending GoMedia in Banff,

March 2007.

  • GoMedia 2008 will be in Quebec City,
  • July 2-6
  • Contact BC Tourism to discuss ideas for pre-
  • or post-tours
  • GoMedia 2009 will be held at Whistler in late August
enhance ctc position as a leader within the tourism community
enhance CTC position as a leader within the tourism community
  • Proactively engage news media with stories about CTC programs and research
  • Communicate the Canada Brand via appropriate news and media relations activities
    • See Brand Toolkit at http://www.corporate.canada.travel/en/ca/about_ctc/brandtoolkit/index.html
other services
Other services
  • Brand writing style guide for CTC and industry partners
  • Internal communications
  • Corporate communications for CTC
  • Communication to Industry via Tourism Daily News and Tourism magazine
goals
Goals
  • Increase traffic to media centre
  • Increase pick-up of stories and story ideas
  • Continue communications with provinces and DMOs
  • Influence increased exposure for Canada as a travel destination in all media formats
  • Open lines of communication with travel journalists
support key travel media and pr initiatives in canada
support key travel media and PR initiatives in Canada
  • Visiting travel media program
  • Special projects such as partnering on media association meetings or press visits to cover one-of-a-kind Canada events
  • Relationship building with key media
  • Invite input from Canadian partners
results
Results
  • Canada gains buzz as a hot travel destination — abroad and at home
  • Media content reflects brand priorities and highlights Canada experiences
  • Our websites become a leading source of info for consumers, media and partners
  • Canadian Tourism Commission will be recognized as a leader and supporter of innovative media activities
  • Media exposure for Canadian travel destinations will increase
build strong working relationships with key media and partners
Build strong working relationships with key media and partners
  • Full participation in 2010 media relations coalition
  • Build relationships with key media and VANOC
  • Collaborate internally to build business plan for 2010
  • Work with current media and PR contacts to actively position 2010
position ctc as the national conduit for canadian travel stories and resources to the media
Position CTC as the national conduit for Canadian travel stories and resources to the media
  • Ensure tools and technology in place
  • Increase content (B-roll, stories)
  • Secure media presence at Beijing Games
outcomes
outcomes
  • Brand message will be reinforced globally
  • A legacy model for working with partners established
  • Canada’s story will be covered all over the world, in all beats and in all mediums
tomorrow s travellers
tomorrow’s travellers
  • The web! As if we didn’t already know.
  • 30% Americans (36% Canadians) researched a destination online; 22% browsed “things to do when I get there” (30% Canadians) - (source: Jupiter Research, 2007)
  • Which resources did you use to research your most recent trip (US)? Search engine (Google, Yahoo) - 22%, newspaper travel section - 2% - (source: Jupiter Research, 2007)
  • Consumers want interactive websites that are easy to use - (source: Jupiter Research, 2007)
numbers and fancy charts
numbers and fancy charts

Colour coding: Sabrina and Duncan

Source: Jupiter Research, 2007

numbers and fancy charts27
numbers and fancy charts

Source: Jupiter Research, 2007

numbers and fancy charts28
numbers and fancy charts

Source: Jupiter Research, 2007

numbers and fancy charts29
numbers and fancy charts

Source: Jupiter Research, 2007

for the future
For the future
  • Uncover the best of Canadian stories
  • Reach journalists working in new media and influence social media circles
  • Enhance CTC’s visual content with images and video
    • Broll collection already underway
  • Continue to promote Green Canada
    • S:\PIE\Media\media stories\NGA-Nov 2007.pdf
  • Improve and possibly standardize media monitoring on a national and international level
ad