The Canadian Tourism Commission is
a public-private sector partnership
established to plan, direct, manage
and implement programs to generate
and promote tourism in Canada. The
Canadian Tourism Commission is the
official arm of the federal government’s
working partnership between tourism
industry businesses and associations,
provincial and territorial governments
and the Government of Canada.
The CTC wanted to
create an integrated consumer marketing
program in the United States consisting
of DRTV, magazine, national newspapers,
and numerous special events.
In November of 2001,
the Canadian Tourism Commission contracted
TelePartners to create a contact centre
program dedicated to providing oral and written
information to potential American
tourists, and to refer sales leads
to American travel agents who are
Canada Specialists. The CTC’s
- Highly trained
- A web enabled
- Instant delivery
of email following each conversation.
- 48 hour delivery
of literature to American prospects.
- Real-time campaign
reporting delivered via a web interface.
A team of call center agents were
hired from the tourism industry and
trained on the campaign specifics.
Online learning tools were created
to reinforce and supplement ongoing
in-house programming team designed
and hosted a web based CRM system
so that all inquiries from the American
public were logged into an online
database. CTC management, ad agencies,
and other interested third parties
were given access to real-time campaign
information so that decisions and
adjustments could be made quickly.
An Internet based
interface was created with DDS, CTC’s
fulfillment partner so that literature
requests could be transmitted and
fulfilled the same day from fulfillment
centres spread across the United States.
Our knowledgeable agents provided response
services 7 days a week and collected
further demographic information from each
call for follow-up marketing.
was reduced from an average of
five weeks to 48 hours.
are drove subsequent visits to the
Travel Canada website.
Reports and exports
of collected data could be performed
directly by the CTC and their partners
via web-based tools, speeding up reaction
Because our database
tracks the origin of the leads, we
were able to send the provincial tourism
organizations these leads, which in
turn sent more destination-specific
information out to the callers. This
resulted in more effective results
from the $40,000,000 advertising campaign
directed at the U.S. market (Canada’s
largest tourism pool).