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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

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We are connectors between the ctc and the world and inside the ctc and we tell canada s story l.jpg
“We are connectors - between the CTC and the world, and inside the CTC - and we tell Canada's story.”


Our clients l.jpg
our clients inside the CTC - and we tell Canada's story.”

  • media

  • industry

  • CTC partners

  • And -

  • government

  • consumers

  • staff


Services l.jpg

In General inside the CTC - and we tell Canada's story.”

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 l.jpg
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 l.jpg
products public relations

  • TOURISM magazine

  • Tourism Daily News

  • Media Centre

  • Press Kits

  • Corporate Presentations


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2007 results public relations

  • 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


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United Kingdom public relations

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 l.jpg
Interesting PR projects around the world public relations

  • 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


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CTC Media Centre public relations

  • 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


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Stories and Ideas public relations

Images (new image management system in the works)

Resources

News releases

Facts and figures

Writer directory

GoMedia Marketplace link

CTC Media Centre


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Visiting Journalists Program public relations

  • 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


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GoMedia public relations

  • 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


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GoMedia: 2007, 2008, 2009 public relations

  • “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


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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


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Other services community

  • 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


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Goals community

  • 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 l.jpg
support key travel media and PR initiatives in Canada community

  • 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


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Priority communitydifferentiate Canada


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Results community

  • 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


Priority leverage media exposure afforded by the 2010 games l.jpg
Priority communityLeverage media exposure afforded by the 2010 Games


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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 l.jpg
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


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outcomes stories and resources to the media

  • 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


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tomorrow’s travellers stories and resources to the media

  • 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)


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numbers and fancy charts stories and resources to the media

Colour coding: Sabrina and Duncan

Source: Jupiter Research, 2007


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numbers and fancy charts stories and resources to the media

Source: Jupiter Research, 2007


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numbers and fancy charts stories and resources to the media

Source: Jupiter Research, 2007


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numbers and fancy charts stories and resources to the media

Source: Jupiter Research, 2007


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For the future stories and resources to the media

  • 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


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Thank you stories and resources to the media

Questions?


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