The "Get Going Canada" program started in September of 2003 when the two 'non-traditional partners' brought the private and public sectors together to create a unique partnership to promote tourism. The first phase of the campaign ran through February 2004, and phase two was just launched at a press conference early this week in one of Canada's tourism hot spots, Niagara Falls, Ontario.
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| Phase 2 of the joint "Get Going Canada" project was launched at a press conference early this week at Niagara Falls. (Photo: Alexandra Straub, Canadian Auto Press) |
Phase two of the nationwide drive will be supported by television, cinema, print, and point of purchase advertising materials, and will run through to the fall of 2004 to take advantage of seasonal travel. Television ads for "Get Going Canada" start airing nationwide on Thursday, April 15, 2004 in both French and English. Movie ads start in May.
Canadian singer/songwriter/guitarist Kim Bingham wrote the lyrics and music for the campaign and performed the English version. Talented vocalist Stephanie Martin is featured on the French version.
A key component of the program is the "Canada's Best Drives" travel guide. This book highlights 13 of Canada's best drives from sea to shining sea, including the "Lighthouse Tour" that runs through Nova Scotia, Newfoundland, & Labrador, "Mountain Vineyards and History" in British Columbia, and "A Superior Drive" in Ontario just to name a few. The guide provides information that travelers need to plan the perfect summer holiday, including useful on-the-road tips to help along the way.
The ride guides will be distributed at participating retail and corporate outlets including Esso refueling stations, plus they'll be on the seat of every car hired out from National Car Rental this summer.
In addition, the "Get Going Canada" program features a contest with the top prize being a Toyota Highlander, plus additional prizes such as free gas for a year from Esso. More information on the program and contests is available through www.getgoingcanada.ca.
So when planning your summer vacation this year, just think about how wonderful it would be to wind your way through the highways of rustic Nova Scotia top down in a Solara convertible (Toyota would like that too), or to traverse through rugged Deh Cho Country in the Northwest Territories? Or why not cruise a Camry down the Cowboy Trail, or plough a Prius through the plains of Manitoba? Whatever route you choose, this country is "yours to discover."