VANCOUVER — As if there weren’t enough reasons to hit the slopes, the Vancouver-based Canadian Tourism Commission (CTC) has launched a new digital hub to attract international skiers to the powdery trails.

SkiCanadaNow was created in partnership with the Canadian Ski Council. It adds a social-media spin on destination tourist-board sites, which will include ski and snowboard stories, images and videos, and news about Canadian ski destinations and resorts. “SkiCanadaNow will help us create genuine emotional connections with people who have a shared passion for winter sports,” said Jon Mamela, CTC chief marketing officer. “Content marketing isn’t just advertising or a seasonal campaign; instead we are building a fresh brand narrative for Canada by publishing relevant content on a daily basis. This ski pilot program is just the beginning.”

To coincide with the launch, the CTC has introduced a contest for U.S. travellers called “I’d rather be skiing in Canada,” which challenges Americans to upload pictures of themselves sporting ski gear in unusual places, for a chance to win a week-long ski trip to one of Canada’s top ski resorts.


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