BMP DDB wins £3m brief to alter public opinion on Canada

BMP DDB has picked up the £3 million UK creative account for the Canadian Tourist Commission, after DDB Worldwide won the global business from Publicis.

As part of the win, the media planning and buying account for the UK market, which had been run from Canada, will be handled by BMP's sister Omnicom agency OMD UK.

WWAV Rapp Collins will handle the direct marketing in tandem with BMP.

BMP has the task of reviewing the CTC's creative strategy, which uses the strapline: "Discover our true nature."

The agency's task is to broaden the common perception of Canada as having a cool climate and only being suitable for those who like outdoor adventure holidays. BMP will aim to promote Canada as a destination that offers holidaymakers choice across all four seasons. It will also highlight the opportunities for long weekend city-breaks to eastern Canadian locations such as Toronto.

Its first campaign, which will encompass digital and terrestrial TV, posters and national newspaper supplements, is planned for the final quarter of this year.

"Everybody knows Canada is a pre-eminent destination for anyone who loves the great outdoors, but there is much more to Canada than that," Ross Barr, the joint chief executive at BMP, said. "Beyond its natural beauty, Canada has a rich culture and modern, exciting city life, making it an ideal four-season destination. We want to make people aware of all the possibilities Canada offers."

The most recent television campaign, called "play Canada", launched at the beginning of the year and focused on the fun lifestyle that the country offers.