A high profile VIP Europe gala dinner was hosted by ETC in
The three main elements of the promotion were:
Toronto in February. Co-sponsored by RBC Insurance, The Baxter
Print promotion
Travel Group and Metro Newspapers, the dinner was attended by
A twenty-page pull-out
approximately 140 senior industry and media guests. The guest
brochure, Time for Europe,
speaker was Dick Pound, a member of the International Olympic
which was inserted as a
Committee and chairman of the Canadian Olympic Committee.
supplement into Moneysense,
Macleans and L'Actualité
(Quebec) magazines in
February and March 2004.
This circulation gave the
brochure a reach of two
million readers.
Online promotion
A two-month online campaign
with Moneysense.ca and
Macleans.ca featured a
Alison Metcalfe with guests at the VIP Europe gala dinner
sweepstake which was an
opportunity for ETC to build
In February and March,
its e-mail database.
two dedicated Europe
supplements for the travel
E-newsletters were used to drive additional traffic to the ETC website.
trade were published and
distributed nationally across
Sears Retail Travel promotion
Canada by Travelweek
A month-long European Getaways event was held in February at
122 Sears stores across Canada. It included the opportunity to run
(with a circulation of 13,000)
selected `'themed' days on ETC member countries: France Day,
and the Canadian Travel
Spain Day and Ireland Day were among the days held.
Press Weekly (circulation
of 14,000).
Point-of-sale material was produced for this promotion.
Consumer Promotion
Consumer PR
In 2004, ETC Canada,
ETC Canada adopted a more proactive PR strategy for 2004.
together with Rogers Media
Two Best of Europe media events were held in Toronto in February
and Sears Travel, launched
and September and both of these generated a high level of media
the biggest ever multimedia
coverage. ETC also provided material for a series of themed
consumer campaign that
articles about Europe.
it has ever carried out
in Canada: the European Getaways promotion.
This was a high-profile and fully integrated campaign with three
main objectives:
· to increase `top-of-mind' awareness of Europe among key target
consumer segments during the spring planning period;
Contact details
ETC Canada
· to build a database for future on- and offline promotions; and
c/o Tourism Ireland Limited
2 Bloor Street West
· to generate sales to Europe through the partnership with the
Suite 3403
retailer, Sears Travel.
Toronto, Ontario, M4W 3E2
Tel: (+1) 416 925 6368
Fax: (+1) 416 925 6033
E-mail: ametcalfe@tourismireland.com