Travel+Tourism

News

Fairmont’s new position to respond to consumer trends

Hotel chains have to deal with the ever-fickle consumer. So Fairmont Hotels & Resorts has created the position of director, product and service strategy, and appointed Jon Mamela, previously the brand’s director of relationship management, to the role.

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Hires that make you go hmmm…

MARKETERS

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Courting a new customer

It’s like a marriage gone sour. Americans used to drive over the border in droves, lured by a high exchange rate and a welcoming border setup. But just like most Hollywood relationships, an infatuation that was once hot and heavy has gone downhill rather quickly.

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Salvation Army gives us chills

Sally Ann wants you to see what most don’t.

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Gilbert + Davis dip into wine

Talk about full service. Toronto-based ad agency Gilbert + Davis went all out for a group of 19 growers and one winemaker on the Niagara Peninsula, handling everything for a new launch, save stomping the grapes. Not only did they do the marketing for the new wine brand 20 Bees, they also conceptualized and named the product.

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Fido fetches urbanites with pomo take on old tales

Fido’s getting fresh this Christmas, with a charming new holiday campaign that features a stylish young Scrooge and a youthful, urban Mr. and Mrs. Claus. Oh, and a dog. Of course.

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Water cooler: Telecom temperature

CONSUMER

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Cherchez le lapin

The ICA allotted a record 47 prizes at the Cassies in Montreal and Toronto in November. A top winner was BBDO Montreal’s ‘Lait au chocolat’ campaign for the Quebec Federation of Milk Producers, which scooped two Golds and a Grand Prix with a horror movie spoof about lovable chocolate animals disappearing. A special 10th anniversary feature were awards given for cumulative track records across all 10 Cassies events held so far. Honourees were: Gold – Bensimon Byrne; Silver – JWT; Bronze – BBDO. Winning advertisers were: Gold – Pfizer; Silver – Labatt; Bronze – Unilever. (www.cassies.ca)

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Hires that make you go hmmm…

MARKETERS

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An ideal marketer: Sean Durfy – Gold

Smiling at the sky, not even knowing why.’ That lyric by Sean Durfy’s favourite band from back home in Newfoundland could have been sung about him when he first migrated from Cornerbrook to Calgary a decade ago.

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Why it’s (still) good to be WestJet

WestJet, in the customer experience realm, has few rivals. It has managed to figure out that in the big, bad world of branding, customer service is almost everything.

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How GOT-JUNK? got on Oprah

Oprah. Dr. Phil. The View. Cityline. The list of high-profile shows Vancouver-based 1-800-GOT-JUNK? has landed on is impressive. Oh, and, after rebranding, sales are up 70%.

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Who are you?

Think big. Really big. Because viewing your brand as not just a bar of soap or a hunk of frozen meat – but rather as a solution for a greater consumer need – can lead to growth.

News

The allure of the Vespa

With but a measly marketing budget, Vespa has managed to squeeze out a pretty impressive presence since its re-entry into Canada just shy of two years ago. The strategy? Create big buzz through celebs, co-branding and street marketing.

News

How can marketers deal with the lofty loonie?

The jokes about the Canadian loonie stooping to the same level as the Mexican peso can stop now. They may have caused a chuckle about a year ago, when the dollar slumped to a shockingly low 65 cents against the U.S. greenback. But since then the dollar’s miraculous 25% climb to about 76 cents (at press time) has become no laughing matter. In fact, it’s been weighing heavily on the minds of those working in Canadian industries as varied as travel, automotive manufacturing and film production.