ADM 3326 Lecture 6: Canadian Tourism Commission.pdf
25 Feb 2014
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Document Summary
In early 2009, executives at ddb canada reviewed the creative examples for their client with great anticipation. The canadian tourism commission (ctc) had renewed the advertising agency one year ago after a fruitful partnership for the previous five years. The message of the new locals know campaign encouraged canadians to visit canada for their summer vacation. Since ctc had no domestic traveller advertising for two years, ddb canada knew the pressure was on to prove that the right agency won over the 56 other pitches that tried to win the account. Although the ads had been developed as examples to get approval of the message, executives still needed to determine the best media plan while spending the million media budget. The canadian tourism commission (ctc) is a crown corporation of the federal government of. Canada and reports to parliament through the ministry of industry with a mandate to: Sustain a vibrant and pro table canadian tourism industry.
