OMD books multi-media ad push for Canadian tourism

OMD is set to launch a new campaign for the Canadian Tourist Commission’s Brand Canada push on 30 January taking in activity the UK France, Germany and Mexico.

The two-tier promotion will feature advertorials in The Times, radio spots and London Underground tube cards, extending the campaign from the activity in 2005 where the advertiser stuck to television spot advertising, print and online.  

Ambient media forms, including media placement in Gyms and promotions on coffee sleeves and bakery bags will target commuters and office workers. The CTC will also partner with The Travel Channel for the new campaign.  

The target audience for the campaign will be adults between 35-54 who have travelled long-haul within the last two months. A secondary target audience will be western urbanites in the 25-34 demographic.

Sophie Connelly, new business manager for Manning Gottlieb OMD said:  "OMD UK are responsible for the Media strategy 'Interrupt & Inspire'. 


"This was born out of the Canadian Tourism Commission re-brand whereby Brand Canada's new brand proposition was to insert itself into moments of unthinking routine and get consumers to exercise their natural curiosity."

OMD has been working on The CTC's account for four years.

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