Tourism campaign to use inserts

About 38 million brochures form the heart of Tourism Canada's 1993-94 efforts to lure more American visitors north of the border.The brochures, to be used as newspaper and magazine inserts, come in four types.The first of these is a 16-page magazine...

About 38 million brochures form the heart of Tourism Canada’s 1993-94 efforts to lure more American visitors north of the border.

The brochures, to be used as newspaper and magazine inserts, come in four types.

The first of these is a 16-page magazine insert for middle-aged Americans; the second will cover experiences in Canada such as the rugged Atlantic coast; the third brochure will target seniors 55 years or older; and the fourth will be directed at baby boomers.

Tom Hockin, minister of state for Small Business and Tourism, says Tourism Canada has developed a unique overall program for the u.s. market, using input from the tourism industry and its own exhaustive research.

‘The approach is strategic, varied, and, in many ways, breaks new ground for the Canadian tourism industry,’ Hockin says.

The 16-page magazine insert for middle-aged Americans will also be inserted into major newspapers in New York, Los Angeles and Chicago.

The experiences-in-Canada insert covering such items as the mountains, outdoors, the cosmopolitan experience, the French experience, adventure and relaxation, as well as the Atlantic coast will carry toll-free phone numbers providing potential customers with access to companies selling the products.

For seniors, Tourism Canada will insert an eight-page foldout in magazines directed at the audience.

A senior’s request for more information – the foldouts will have a toll-free number – will be answered with a 16-page brochure, a map, and other material designed to promote a rapid decision to come to Canada.

Inserts for baby boomers (aged 35-54) will be placed in city, skiing and outdoor adventure publications.

It is hoped the campaign, creatd by Toronto’s Camp Associates, will increase the number of overnight stays by Americans from an estimated 11.8 million in 1992, to 12.1 million this year.

It is also hoped u.s. overnight visitors will spend an estimated $3.8 billion this year, up from $3.6 billion in 1992.

The main partners in Tourism Canada’s marketing program this year are Air Canada, Canadian Pacific Hotels and Resorts, Holland America Westours, Prince of Fundy Cruises, VIA Rail Canada and the Tourism Industry Association of Canada.

Hockin launched the print campaign Jan. 20 by starting the presses rolling at St. Joseph Printing in Concord, Ont.