Canada. Season to Taste, follows the successful spring Canada: See it Now U.S. campaign. It focuses on TV, online and outdoor transit advertising in key American cities, such as Los Angeles, New York and San Francisco. For the first time the CTC is also focusing on a new market, Chicago.
The main partnership is with NBC, one of the rights-holding broadcasters of the 2010 Winter Games. There are ads on NBC websites, plus spots on NBC’s TV channels. The campaign puts on-screen advertising in New York City taxis and on PATH Network trains, promoting a Season to Taste sweepstakes to win one of three trips to Canada, including a ski vacation to Whistler, B.C.
The Canada: See It Now campaign generated substantial consumer engagement, with more than 110,000 sweepstakes entries and thousands of page views.
