Canada launches UK and European sales and marketing drive

Canada has launched a government-backed sales and marketing push to target UK and European conference and incentive business.

Canadaa: launches UK and European marketing push
Canadaa: launches UK and European marketing push

Canadian Tourism Commission international meetings and incentives director Susan Frei said the commission was targeting a 25-30% increase in visitors to Canada by the end of 2010.

The commission is specifically targeting the UK, Germany and France, and has appointed Axis Travel Marketing as its extended sales arm for Europe and the UK.

"The European market has been largely untapped by Canada," said Frei. "We want to pull together and sell Canada as a brand."

Among the sales and marketing initiatives are a series of buyer-focused events, the first of which is being held on 8 September at Canada House in London to which 895 UK-based buyers have been invited.

The Commission is also planning an executive summit in partnership with SITE in Paris next February, and it plans to bolster its presence at EIBTM and Imex with a dedicated events team on site, as well as a potential hosted-buyer programme and Canada evening.

Frei said the Canadian government had backed the marketing push with "a couple of million dollars in 2009 and a couple of million dollars in 2010", which would also be used to leverage business from the Indian and Brazilian markets.

Canada's appeal to the UK and European markets lies primarily in its value for money and the fact that it is a destination largely unvisited by corporate and association groups, said Frei.

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