Advertising – Federal Tourism Strategy
CLIENT
Industry Canada (IC)
DATE
2011
CREDITS
Park Corner (PEI), Tourism PEI/John Sylvester; Georgian Bay (ON) Canadian Tourism Commission; Bay of Fundy (NB), New Brunswick Department of Tourism and Parks; Rossland (BC) RED Mountain/François Marseille; Miscou Island (NB), New Brunswick Department of Tourism and Parks.
Objectives
Design a comprehensive promotional campaign, including a publication in three formats—a PDF optimized for offset printing, an untagged PDF for web distribution, and an HTML5 version compliant with WCAG 2.0—along with all printed and digital communication tools.
Encourage the development of products and investments in Canadian tourism goods and services, and increase Canada’s visibility as a destination of choice, including federal tourism assets.
Support skills development and the growth of a qualified workforce to enhance visitor experiences through high‑quality service and exemplary hospitality.
Target Audience
- Industry members and stakeholders across provinces and territories, including Indigenous tourism
Scope of Work
Production of a promotional campaign including a publication in PDF optimized for offset printing, an untagged PDF, and an HTML5 version compliant with WCAG 2.0: consultation, project management, research and analysis, strategic guidance, information architecture modelling, prototyping, website design, user interface and user experience (UI/UX), usability testing, XHTML Strict 1.0 coding compliant with CLF 2.0 (including coding of a 120‑page report), creation of JavaScript slideshows, photo selection, graphic design, and layout (PDF report version).
Production of printed and digital communication tools: brochure, postcards, posters, retractable banners, podium, promotional email, visual imagery, graphic variations, prepress, and quality assurance.
