On February 3, 2011, FCV proudly sponsored a Vancouver Board of Trade luncheon featuring Canadian Tourism Commission (CTC) President & CEO Michele McKenzie on Harvesting the Afterglow of the 2010 Winter Games.
McKenzie gave attendees private, behind-the-scene views of the strategies developed prior to the Games, highlighting Canada as a tourism destination for international travellers and sustaining global attention received after the Olympic Games.
Our President & CEO Johann Starke welcomed McKenzie to the stage with a brief introduction and presented her with the 2010 W3 Silver Award FCV received for the CTC Media Centre website.
Here are some of the CTC’s goals and strategies Mackenzie covered during the event:
1. Before the Games
- Assess the failures and successes of previous host cities to build upon their experiences
- Come up with a long-term strategy focused on international tourism
- Gather iconic and international media figures and athletes to garner global attention
- Form a relationship with media and broadcasters to showcase breath-taking Canadian experiences
2. Immediately after the Games
- Further promote Canada’s Aboriginal culture, leveraging increased worldwide awareness resulted from integrated exposure during the Olympic Games
- Sustain global media attention on Canada as a desired travel destination offering a variety of activities and attractions
- Set measurable success metrics, such assessing marketing efforts that directly influence visitors
- Look to expand international reach in key regions and countries such as China and Brazil
3. Long Term
- Push for a re-evaluation of Canada’s visa application process
- Work to increase air transportation capacity to Canadian destinations
- Develop new ways to drive up visits and improve the travel document application process to Canada
Part of the success Canadian Tourism Commission has achieved over the past year has been the result of shifting Canada’s positioning in international markets based on publicity generated by the Olympic Games. Strategically building on this momentum will be the key to future success.