The Canadian Tourism Commission (CTC) recently announced that the concept and marketing efforts behind the 2010 Winter Olympics generated more than $10 million in tentative conference and incentive business leads for Canada for the coming years, changing the face of the global meetings and incentive business model and strategy.
Not only did the Games bring an increase in business, they also brought a redeveloped infrastructure throughout Canada, including a sustainable new wing to the Vancouver Convention Centre, a newly designed highway from Vancouver to Whistler and an airport transporter allowing visitors easy access to downtown.
Speaking at a press conference, Michele McKenzie, CEO of the Canadian Tourism Commission, also announced that the country was the first to introduce a digital and social media strategy around the Winter Olympics which generated 13.5 billion impressions per month on the www.canada.travel website.
McKenzie commented; “We are thrilled with the legacy that the Winter Olympics has brought to Canada for the conference and incentive market."
"We worked hard to promote all aspects and corners of Canada as a nation in the afterglow to this important event, by hosting key buyers and media to join us “behind the scenes” at other large events and festivals that we hosted in that year, such as the G8/G20 summit, the Toronto Film Festival and the Quebec City Winter Wonderland."
"In addition, the new infrastructure that the Games brought has enabled us to attract larger International Associations and Groups along with an increase in sporting events.”
The strategy to harvest the afterglow of the Winter Olympics includes the increased presence in the UK and European markets and show just what Canada has to offer.
