Program aims to put Canadians back on the road

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This article was published 17/04/2004 (8066 days ago), so information in it may no longer be current.

NIAGARA FALLS, Ont. — A partnership of government and business has launched a nationwide marketing campaign to jump start Canada’s sagging $50-billion tourism industry and get Canadians back on the road this summer.

With a catchy tune and a splashy, bilingual, ultra-patriotic video, the Canadian Tourism Commission, a Crown corporation, and Toyota Canada Inc., kicked off Get Going Canada this week, fittingly, here at one of the country’s major tourist destinations.

The $10-million Get Going Canada campaign is aimed at getting Canadians to head out and see their own country. The focal point is a 66-page booklet — Canada’s Best Drives — which presents 13 suggested travel routes covering each of the provinces and territories. The booklet is available in both official languages.

Millions of the travel guides will be distributed free of charge across the country and it won’t be hard to find a copy. Toyota plans to send 650,000 directly to Toyota owners and give away another 58,000 through its 230 dealerships in Canada.

Other corporate partners in the promotion are Esso, National Car Rental, the Delta, Fairmont and Hilton hotel chains and the Hudson’s Bay Company — a strategic mix of organizations, all of which stand to gain if Canadians decide to travel more within the country this summer.

Esso plans to hand out 925,000 guides through its 2,100 service stations; National will distribute another 150,000 through its 300 car rental locations and Delta, Fairmont and Hilton will offer another 450,000 copies to guests at their 100 hotels in Canada.

HBC will be distributing 500,000 Get Going Canada flyers through its Bay, Zellers and Home Outfitters stores.

“With total tourism spending in Canada reaching $50.8 billion in 2003 and providing close to 574,000 jobs, tourism is a vital component to the Canadian economy,” Michele McKenzie, president and CEO of the Canadian Tourism Commission told a press conference at the launch of the campaign.

“After experiencing a very difficult 2003 tourism season that saw these numbers come down, the industry is looking for new and exciting programs to motivate Canadians to discover their own country. Get Going Canada… will help re-invigorate travel within Canada as the important summer season approaches,” she said. She pointed to 9/11, SARS and the war in Iraq as major reasons for the decline.

Get Going Canada has the support and backing of all of the provincial tourism ministries across Canada, McKenzie said.

“Canada is a magnificent country, with more to do, see and discover than virtually anywhere else on our planet,” said Japanese-born Ken Tomikawa, president of Toyota Canada Inc.. “We have great beaches, impressive mountains, bustling cities and more, but most of us have never really seen them.

“This inspired the Get Going Canada campaign with the CTC and our partners,” he said.

“We believe there is no better way to discover Canada than from behind the wheel of a car,” said Kathy Stewart, manager loyalty and promotions at Esso.

Get Going Canada will be supported by print, television, cinema and point of purchase advertising materials.

See www.getgoingcanada.ca