Canada: Keep Exploring Campaign

Photo: Canadian Tourism Commission

Talk about content-based marketing! A cover story, TV series and video podcast don’t come along every day, let alone a tourism promotion that centers around a polar bear cub. The photogenic little fellow has received wide coverage, playing with his very own beach ball that very clearly says “Canada: Keep Exploring”.

The red beach ball is a gift from the Canadian Tourism Commission (CTC), presented to the orphan cub at his home at a zoo in Berlin, Germany. Knut the bear hams it up for his adoring fans from around the world as one of Canada’s youngest ambassadors for tourism. Raising his profile even more, Knut is the poster “cub” to raise awareness for the International Polar Year, climate change and everything green.

The CTC office in Berlin presented the ball “to thank Knut for all his good work, shining a light on Canada’s amazing wildlife-viewing experiences such as polar bear watching in the northern Manitoba and the Arctic”. As part of this campaign, German consumers will get a chance to win a six-night all-inclusive polar bear watching trip to Churchill, Manitoba compliments of the Canadian Tourism Commission, Travel Manitoba and Frontiers North Adventures.

-Claude-Jean Harel

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