The CANADIAN DESIGN RESOURCE - 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

Designer
Help us!
Client
Canadian Tourism Commission
Year
2007
Categories
Advertising

Thanks for helping us make the CDR better.

3 comments — Leave a Comment

john December 9th 2008
This campaign couldn’t have been created in 2008.
And if it was then they need to research it a bit harder.
Something is off here, because Knut is no longer a cub.
In 2008, he is a full grown bear and he’s being sold by the Berlin zoo because he’s no longer cute, nor does he attract the crowds that he used to when he was a cub. See story below:

http://www.canada.com/technology/story.html?id=1027318
Laura Fairweather December 9th 2008
This promotion which was done in partnership with Travel Manitoba to profile sustainable tourism experiences in Churchill was in 2007. Jean, can you explain why this story posted today?
Norole November 22nd 2009
To the above comment. Duh, this is a resource of things that have happened (happening) in Canada (and beyond).

Was this campaign considered a success? I wish that Canadians, in a broad way, would engage their design community more often.

We have so many opportunities to communicate well to the world and we keep taking the easy, design by group mentality.

Enough. Canada has amazing design and creative talent, it is up to us to apply it as frequently as we can, and in as many ways as we can.

Go Canadian design!

Categories Years

Canada: Keep Exploring Campaign

3 comments — Leave a Comment