The campaign, created by Vickers & Benson Advertising of Toronto, launched in newspapers in Sydney, Melbourne and Brisbane, featuring images such as high flying snowboarders and close up shots of polar bears.
The ads use a theme park concept with headlines such as "Admit Two" and "Admit Family." Free vacation planners are offered through e-mail, a free phone number, and newspaper coupons to be mailed to the Commission.
The Commission has also tied up with Canadian Airlines International and includes a reference to the airline in ad taglines which read: "Go Canadian. Go to Canada. Go for the Real Thing."
Copyright November 1998, Crain Communications Inc.