The most prestigious and longest-running annual marketing awards competition in Canada was held November 17th, with Tourism BC once again holding top spot among national leaders by winning two Gold awards for the success of their 2006 BC Escapes^® campaign.

Delivering strong results since 1997, the BC Escapes campaign achieved record levels of success this year, delivering approximately $100 million in tourism revenues to the province - an 18:1 return on investment. In addition, over 82,000 inquiries for information were received, which is important in building a foundation for future business. With recent challenges in attracting the US market to British Columbia, the 2006 program portrayed a unique offering of cities, mountains and water that make a getaway to BC the perfect escape.

Tourism BC has a long tradition of recognition at the CMAs, including four Gold in 2005. This year the organization was recognized with Gold again for excellence in the following highly competitive categories:

• Leisure/Travel Products and Services: Recognizing the overall results and innovation delivered by Tourism BC's 2006 BC Escapes initiative. Running in the spring, 2006, the $5.5 million integrated marketing campaign targeted key markets of BC, Alberta, Ontario, Washington and California. Tactics include direct response television, newspaper, online advertising and direct mail. Tourism BC's tracking confirmed 40% of respondents ended up travelling to/within British Columbia.



• Direct Response -Direct Mail: Awarded to Tourism BC for an innovative campaign tactic that communicated the abundance of diversity in vacation options as well as in terrain by exploring the known and not so known landmarks, events and folklore that make BC the perfect destination. The campaign achieved excellent results, achieving a response rate of 21.44% well above the industry average of 5.00%.

RBC Royal Bank, Aeroplan, BMW Group Canada and Bell Canada were also recognized at the Awards.

"British Columbia is lucky to have an effective agency like Tourism BC promoting our province as a world-class tourism destination," said Tourism, Sport and the Arts Minister Stan Hagen. "These honours from the Canadian Marketing Association confirm what we have known all along here in British Columbia - Tourism BC is a true leader in tourism marketing. On behalf of government and the entire tourism industry, I would like to thank Tourism BC for their energy in promoting our province, and congratulate them on a job well done."

The Canadian Marketing Association (CMA) Awards represent the pre-eminent recognition for marketing campaigns that achieve solid business results. The CMA Awards bring together all marketing disciplines, channels and technologies to celebrate the year's best marketing achievements.

More than 20 categories were featured in the 2006 CMA Awards competition, including interactive media, integrated multi-media, customer management, brand advertising, direct marketing, sales promotion and public relations. Eligible campaigns must have run in Canada with results tabulated within the last 18 months (after December 1, 2005) or been developed by Canadian agencies for Canadian clients running campaigns outside the country during the same time period.

"The tourism marketing environment has become much more competitive and this recognition clearly demonstrates that Tourism BC is doing everything possible to distinguish British Columbia as a preferred destination," added Allen Tozer, Chair of Tourism BC.

Awards were presented at the 36th CMA Awards gala at the Westin Harbour Castle Hotel in Toronto. Attendance at this year's gala topped 2000 attendees.