Author Description

In 2002-03, the Canadian Tourism Commission and several partners launched a major new advertising campaign in the United Kingdom. A key component was a series of 40-second television broadcasts. The overall objectives of the campaign were to create awareness of the Canada brand, to promote specific partner offers, and to generate inquiries & response from the target audience. This report presents the key findings of a study conducted to evaluate the effectiveness & impact of the advertising. After a brief introduction on the evaluation methodology, results are presented with regard to awareness of the advertising, audience impressions & recall, travel intentions & perceptions of Canada, actions taken in response to the campaign, and audience demographics. A copy of the evaluation questionnaire is appended.