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The Canadian Tourism Commission is once again highlighting the country’s great escapes, but this time with help from some of Canada’s heroes from the Vancouver Olympics.
The athletes are encouraging Canadians to seek out local destinations this summer for the third leg of its Locals Know campaign developed by DDB Public Relations.
Medal winners like skier Alexandre Bilodeau, figure skater Joannie Rochette and hockey player Hayley Wickenheiser share their “Gold Medal Getaways” in videos found at LocalsKnow.ca.
Pairs ice dancer, and 2010 gold medallist, Scott Moir says Muskoka, Ont. is his favourite place to visit because cottage country is “the best.” “The water is so calm and beautiful,” he says.
Ashley McIvor, gold medallist in ski cross, picked Vancouver Island as a surf destination of choice. “People think that it’s freezing cold and it’s not going to be pleasant, but it’s really quite enjoyable if you have the right gear,” she says.
“Canada’s Games have offered us the opportunity to identify with our country in a deeper and more meaningful way,” said Michele McKenzie, the CTC’s president and CEO, in a release. “Who better to inspire Canadians to get out there and explore than our iconic 2010 Olympic heroes?”
Canadians have until June 20 to vote for their favourite Great Canadian “Gold Medal Getaway” for a chance to win one of eight round-trip flights to any Canadian destination.
Other well-known though non-Olympic Canadians have also contributed to the campaign including vocalist Keshia Chante, Glee‘s Cory Monteith and Chef Michael Smith. There are 39 videos in total.
The national tourism marketing organization first launched its Locals Know campaign and website last June with print, magazine, TV and a blog. The effort was voted one of the top travel campaigns in the world by Forbes.com and was one key factor in Marketing‘s decision to pick CTC as its Marketer of the Year in 2009.
The CTC said the campaign resulted in 200,000 Canadians staying home for domestic vacations, generating an estimated $372.7 million in tourism revenue. More than 650,000 Canadians have visited LocalsKnow.ca, which has generated over 3.5 million page views.
The CTC said it would invest $10 million this year to support the tourism industry and stimulate Canada’s economy.
