Tourism budget boost boon for V&B, BCP

In the wake of last month's announcement by Prime Minister Jean Chretien that he plans to boost Tourism Canada's annual $15-million budget by $35 million, Vickers & Benson Advertising has been given expanded duties, and bcp of Montreal has been added...

In the wake of last month’s announcement by Prime Minister Jean Chretien that he plans to boost Tourism Canada’s annual $15-million budget by $35 million, Vickers & Benson Advertising has been given expanded duties, and bcp of Montreal has been added to the roster.

U.S. market

Last month, v&b in Toronto was awarded the assignment to promote Canada in the u.s. market, accounting for the bulk of Tourism Canada’s then $5.5-million advertising budget.

Agencies to handle other markets were to be added later as needed.

With the increased budget, v&b has also been given responsibility for the Pacific Rim.

Canada and Europe

bcp, on the short-list in the recent Tourism review, will be handling the account for Canada and Europe.

Padulo Integrated, Cossette Communication-Marketing and Allard Communication-Marketing were also in the running for the account, previously held by Axmith McIntyre Wicht.

In addition, Chretien announced a new government body would be formed to administer Canada’s tourism plan that would absorb Tourism Canada and include provincial and territorial representation.

The body would also encourage involvement from cities and private industry to make the dollars go further.

A tourism industry group, including CP Hotels and Resorts and Canadian Airlines, has pledged to match the government’s $50 million.