A new message to attract Americans
After research indicated that many Americans perceive Canada as far away, beautiful and natural, but in the middle of nowhere and lacking urban sophistication, David Goldstein, president and CEO of Destination Canada says the organization is implementing a new US marketing campaign to attract inbound visitors.
“In a sense we’ve done this to ourselves, bravo Canada. If you look at the way Canada has marketed itself over the last five to six years it was big, beautiful, epic spaces,” Goldstein said as part of a panel discussion in Toronto yesterday (May 9) at Best Western’s 11th Annual Leisure Travel Summit. “You know that shot of George W. Bush on the air craft carrier with a sign that says mission accomplished? Canada did it, mission accomplished, Americans think of us as far, remote, big, epic, beautiful – we have to change that message a little.”
Targeting cities with direct flight connectivity to Canada, where a high percentage of residents have passports and cultural links to the destination, the new strategy will focus on experiential experiences like the culinary scene.
“I don’t want you to think of Toronto, I want you to think of Pride Week in Toronto. I don’t want you to think about Montreal, I want you to think about the JazzFest in Montreal,” he explains.
Goldstein says the US is the biggest international market for Canada. For the travel trade, he says there’s opportunity for growth by refreshing itineraries with what’s on offer, events and things to do in the destination, especially to differentiate between US cities.
“If you look all of the other markets combined, it doesn’t equate to the US traveller,” he says.
Hosted by Best Western Hotels & Resorts, the industry panelists also discussed millennials, travel trends, the sharing economy and predictions for growth.
Dorothy Dowling, senior vice president and chief marketing officer of Best Western Hotels & Resorts, also announced that by the summer, guests will be able to experience every Best Western branded hotel in North America in virtual reality before leaving home. The immersive 360 degree Best Western Virtual Reality Experience lets future visitors get a feel for guest rooms, the lobbies, amenities, and more.
Pictured at the event are panelists: Brian Payea, head of industry relations, TripAdvisor; David Goldstein, president and CEO, Destination Canada; Charlotte Bell, president and CEO, Tourism Industry Association of Canada; Dorothy Dowling, senior vice president and chief marketing officer, Best Western Hotels & Resorts and Tony Pollard, president, Hotel Association of Canada.
