VISIT CANADA MARKETING CAMPAIGN
Slogan: Just one small step.
(The “Just one small step” marketing campaign is targeted at the people of the USA. It is meant to symbolise the simplicity and ease of travelling to Canada from the USA.)
To our neighbours to the South. The United States of America, we say hello. Let’s get rid of our differences and enjoy what brings us together. Flood your Instagram and make your friends jealous with our carefully designed list of things to do whilst you’re here.
Number 1. You guys have Yosemite? We have the Canadian Rockies. Let’s face it; it doesn’t take much to enjoy a good view. That is why Canada is the destination for you, hundreds of mountains, viewpoints and glaciers cover our beautiful country waiting for you to explore.
Number 2. Who doesn’t like to unwind a little bit on holiday? Come enjoy our recreational marijuana centres and come smoke a blunt. Partnering with Canna Tours, let us take you on the wildest adventures throughout Canada, why not be a little out of it as well.
Finally Number 3. Spend hours staring at the starry, clear night sky and catch a glimpse of the Northern Lights. The best chances to spot this international wonder is in Winter but they show themselves year round. Aurora Tours showcases their 5 star lodge and spas with tours bringing you and your family to 3 different locations in their Northern Lights tours.
CreaSean 
Hi Sean, Yuhan here. I’m truely impressed by the VISIT CANADA campaign! At my first sight I was a little confused by the “Just one small step” slogan as we are way too far from Canada. Then I was thinking “well it could be meaning small amount of money spent to travel in Canada”. I’m glad you clarified upfront that the campaign has a target group of people which is the US population. You have also quoted the California National Park and compare with Canada’s. I like that you put both parks together as comparison so the target audience will get a basic, general positive impression right away for Canadian Rockies. The watermark you’ve put on the photos is an excellent idea and look professional. However, as this blog is written for the gov, presenting to the whole US population and potentially every one who is interested into visiting Canada, perhaps advertising being “unwinded” with marijuana is not quite appropriate. I understand your idea is informing the legalisation of cannabis in Canada. To me, I think I will put this fact at the end of my promotion blog as an “P.S.” to remind audience about this interesting and legal experience they can have in Canada. You may also check on Week 6, slides 21 about ’Brand Amplifiers”
to get more ideas on marketing content and target audiences.
Cheers.
Yuhan Shao u6358093
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Hi Sean!
I really like your visit Canada marketing campaign, as it is straightforward and eye-catching. All of the three images are splendid and attractive. The slogan is simple, striking and can motivate people, which emphasises the simplicity and ease of travelling to Canada from the USA as your said. Furthermore, you also identify the top 3 things tourists can do in Canada and write three short introductions, which makes travelling solid and will encourage tourists to take actions.
According to week 9’s lecture a successful campaign is to create places that become experiences, I think your campaign achieves that. The slogan and the introduction for each image really work, as you are trying to get people involved and motivate people.
However, I think the design of the poster can be improved that it is better to put the three images in one poster and therefore people will get the information in one image. For example, if one person who is busy with his work just randomly see the first image, he is not interested in the mountain but interested in the aurora, he might exit the page and do not have time to scroll down. He even does not see the aurora image.
Thank you!
Yujia Hou
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