Agency clinches five-year marketing communications services contract
David Leonard, president and chief operating officer of DDB Canada is pleased to announce that DDB Canada will continue its partnership with the Canadian Tourism Commission (CTC). As agency of record (AOR), DDB Canada’s Vancouver office will collaborate with the CTC to develop marketing communications programs to drive increased numbers of travellers to Canada for another five-year term.
“I’m proud of the exceptionally talented team that came together in perfect harmony, leaving no stone unturned, to plot a winning strategy. The depth of homework, lateral thinking, innovation and quite frankly reinvention was incredibly inspiring,” says Leonard. “The prevailing thought that carried us through and made us fight that much harder for victory was the perspective that we were the underdog. The entire Vancouver office contributed to winning this important piece of business, with both the Canadian and global DDB network supporting them every step of the pitch.”
Lance Saunders, EVP managing director of DDB Canada’s Vancouver office explains the collective pride of working on the CTC business felt by the agency, “we have the privilege of partnering with many great clients, helping them to share their stories, but it’s an extra special honour to share stories about our country that we all love so much. It is something so personally satisfying and we’re thrilled to be able to continue doing it.”
DDB Canada was selected following a rigorous RFP process, which narrowed the field from 35 responses to a shortlist of five potential world-class Canadian agencies.
“By choosing DDB, we chose a culture of innovation, not an advertising agency, and that’s a competitive advantage for Canada,” says Greg Klassen, SVP marketing strategy and communications, CTC. “The team blew us away with their seamless presentation, passion and deep understanding of our business, and unparalleled commitment to create groundbreaking strategic work to help the CTC lead the tourism industry.”
For the past decade, the CTC and DDB Canada have enjoyed a partnership that has propelled Canada to the #1 most powerful country brand in the world in the Country Brand Index (CBI), a comprehensive global study of how travellers perceive countries, by FutureBrand, a leading brand consultancy.
The CTC’s adventurous marketing strategy and courageous jump into social media as the first global travel brand to showcase travelers’ real experiences at the core of its campaign platform resulted in a fundamental shift in how travelers from around the world view Canada. The country is no longer seen as just a beautiful place, but as a vibrant destination, which offers a vast array of experiences for all to explore.
The partnership will continue to evolve with a strategic shift in how DDB Canada manages the business to help attract travelers to Canada.
“Our collaborative relationship and shared goal of business innovation has helped CTC become a trailblazer in the tourism industry and a global marketing leader,” says Michelle Kitchen, VP, business director, DDB Canada. “We have harnessed this innovation by creating a dedicated tourism practice with new ways of working together and a unique team structure that will ensure Canada stays ahead of the curve.”