CTC unveils its MC&IT "go to" guy

January 7, 2008
	Canada is a big place and so it makes sense that the little, in-the-know details are what turns an ordinary meeting into an extra-ordinary experience. Need a venue? A list of cool things to do? People to meet and places to eat? Come to Canada. Ask for Steve, Canada's new "go to" guy. Canada's new multi-media campaign geared to the meeting, convention and incentive travel (MC&IT) markets was launched in December with the introduction of Steve. Steve is a persona imagined by the Canadian Tourism Commission US MC&IT sales team in conjunction with creative partner DDB. Appearing on the web and in direct mail campaigns, Steve aims to give clients a personalized sense of convention and incentive travel in Canada. "With Canada being as big and diverse as it is, we wondered, 'how do you put a personality to it?'" said executive director Dan Melesurgo. "Steve is our answer. He's a friendly, approachable kind of guy who shows both wittiness and warmth, brand values that the MC&IT team has really embraced this year." A communications platform resulting from months of both face-to-face and focus group research in early 2007, Steve is already showing great promise. "We've already heard some positive feedback," said Melesurgo, "and we're hoping Steve will continue to break through the clutter and resonate with our clients. Because, really, that's Steve's measure of success." Founded on CTC research and supported by the CTC's MC&IT working committee, Steve will make an increasing number of virtual appearances in 2008, becoming a fully integrated print and web campaign. "We're excited about him," laughed Melesurgo, "and hopefully everybody else will be." To learn more about Steve and see him in action, visit www.meetings.canada.travel.
	Author: TOURISM staff Organization: Canadian Tourism Commission