1. Canada seeks enduring gains.
- Author
-
DUNBAR, MIKE
- Subjects
TOURISM ,TRAVEL -- Marketing ,MARKETING strategy ,CANADIAN dollar ,DEVALUATION of currency - Abstract
The article reports that travel marketers in Canada have shifted to marketing campaigns that emphasize the quality and value of the country's product offering. Topics discussed include the optimism expressed by tourism industry operators about the immediate gains to be derived from a cut-price loonie and the tendency for marketers to rely on established campaign themes. The value that foreign travelers, particularly those from the U.S., derive from the low Canadian dollar is mentioned. INSET: By the numbers.
- Published
- 2016