Mr. Speaker, with respect to the Canadian Tourism Commission, CTC, during the 2006-07, 2007-08, 2008-09 and 2009-10 fiscal years, in response to (a), the CTC is a partnership-based national marketing organization. As such, expenditures amounts for marketing and communications services include partnership contributions specific to partnership agreements. Due to limitations on the information that can be retrieved from information systems, the CTC cannot provide the level of detail requested.
In response to (b), the CTC has engaged in domestic marketing for 2009 and 2010 only. Budget 2009, Canada’s Economic Action Plan, included $20 million for the CTC over two years for domestic marketing to stimulate Canada’s tourism industry. The CTC’s Locals Know campaign, aimed at encouraging Canadians to explore Canada, is in its second and final year. Marketing content for this campaign was media-based, including national television, national newspapers and magazines. For regional media buys, all provinces, territories and regions of Canada had the opportunity to buy-in, and some provinces did participate in this campaign. As in response to part (a), records include partnership contributions and, given limitations on the information that can be retrieved from information systems, it is not possible to extract the exact amount spent by the CTC on advertising in each province, territory or region.
In response to (c), in March 2007, the CTC launched a two-phase competition for a full range of marketing communications services. The bid documents stipulated that the successful firm must be able to provide and manage all services through its corporate entities or approved affiliates. The opportunity was posted on MERX in both French and … Fifty-seven firms requested the bid documents: nine firms submitted proposals, five formally declined and the remaining 43 did not respond. Of the nine responses, three were found to be inadequate for further consideration. The four top-rated firms were invited to make presentations to an evaluation panel that included CTC marketing specialists, legal and financial advisors, as well as an independent industry expert. Throughout each step, the firms and their proposals were evaluated against published criteria. Following the final assessment and a period of due diligence, the panel recommended that a contract be awarded to DDB Canada, the top-rated firm. On November 7, 2007, a contract was issued to DDB Canada for a period of four years with a one-year renewal option.
In response to (d), the contract with DDB Canada does not stipulate an amount nor does it stipulate a commitment to a minimum annual value. The contract stipulates a fee structure, hourly rates, terms of service and a process for planning, estimating and pre-approving all work. The amount that the CTC spends with DDB Canada and its affiliated agencies is limited by the annual budgets established and approved by CTC executives. As noted in part (a), the CTC is a partnership-based organization. Its systems identify payments made to DDB Canada, but these payments also include partnership contributions toward services rendered by DDB Canada. To break down these payments based on CTC contributions versus partnership contributions would necessitate a review of each partnership agreement and would take much longer than the time allotted to respond to this question.
In response to (e), this is confidential third-party information pursuant to section 20(1) of the Access to Information Act.
In response to (f), for the period in question, the CTC has not purchased advertising in official language minority newspapers. For the Locals Know campaign, however, the CTC purchased media buys in French and English national newspapers.
Note that for statutory reporting purposes, the CTC’s fiscal year is January 1 to December 31. The CTC’s response, therefore, is based on its fiscal years ending December 31, 2006, to December 31, 2009.