Canada Invites Travellers to Explore Like a Local

22 December 2011

Canadian Tourism Commission launches new travel tool powered by travellers, for travellers

VANCOUVER - Taking a bold step by providing a place for locals and travellers to serve as advocates for the country, the Canadian Tourism Commission (CTC) offers a dynamic new tool allowing travellers access to authentic trip advice from those who know the real Canada.  The Explore Canada Like a Local website and mobile app enhances the Canadian travel experience by sharing insider information on thousands of spots of interest, enabling travellers to plan their journey; serving as a comprehensive guide during their trip; and allowing travellers to share their own Canadian travel tips with other travellers.

"Explore Canada Like a Local was inspired by the success of our LOCALS KNOW campaigns and the insight that travellers inherently want to exchange travel information with fellow travellers," says Gloria Loree, CTC executive director, Global Communications. "This dynamic new tool allows for locals and travellers to Canada to serve as advocates, and lets potential visitors be inspired and gain valuable, authentic information on itineraries in Canada."
Developed by DDB Canada and Tribal DDB in Vancouver, Explore Canada Like a Local includes homegrown expertise on thousands of great spots and tips that Canadians shared from the CTC's domestic LOCALS KNOW campaigns. It also pulls in real-time location data via FoursquareYelp and Gowalla, including both positive and negative user reviews and check-ins at any given spot to help inspire travellers.

"The CTC led the way utilizing user-generated content of travel experiences in its campaign work, and now they break ground again by placing Canada's travel brand in the hands of locals and travellers to compel the world to visitCanada," says Josh Fehr, creative director, Tribal DDB Vancouver.

Explore Canada Like a Local users can explore Canada in a number of different ways: by theme (arts & culture, city breaks, culinary, luxury and outdoors), by destination (major cities, tourism spots and favorite local hangouts) or bytravel lists created by travellers.  Users can also create their own customized travel list, which they can share on the site and with their friends and family.  Once users download the app, built for iPhones and Android smartphones, on their trip, they can use their list as a guide to check-in and to share their content with their social networks and on the site.

Users are also invited to submit photos, videos and tips to existing spots on the site, and to add relevant new venues that are not featured.

Tribal DDB Vancouver partnered with Xomo to build the app.

Click here to experience how Explore Canada Like a Local works.

Explore Canada Like a Local will first launch in the United States, followed by staged rollouts in the UK, France,Germany, Mexico and Australia later this year.  Print, online, iPad advertising, public relations and social media, as well as global partnerships with American Express and Lonely Planet are being used to launch this new tool. OMDVancouver is responsible for the media buy.

The site will evolve as the CTC partners with additional sources to incorporate relevant content and more travellers participate by sharing their customized lists and tips on each venue.