‘Improved’ Winterlude may boost tourism

By Ahmad Luqman

The Ottawa Tourism and Convention Authority (OTCA) hopes its bigger marketing budget and new Winterlude events will boost Ottawa’s tourism industry

The OTCA bolstered its winter ad campaign to $500,000, up from $300,000 last year.

The Ottawa-Gatineau Hotel Association gave $150,000 to the campaign, the Ontario Tourism Revitalization Office added another $150,000 and OTCA’s other partners contributed $200,000.

Over half of the budget is dedicated to promoting Winterlude alone.

“Our focus is Winterlude because it’s a premier winter event,” says OTCA spokesperson Jantine Van Kregten.

Winterlude will take place on weekends between Feb. 4 – 20.

The OTCA will look at the number of vacation packages sold, the number of room nights booked and visits to Ottawa tourism websites to help gauge the effectiveness of this year’s ad campaign, Van Kregten says.

Though tourism dipped following Sept. 11 and SARS, Van Kregten says she’s optimistic the stronger campaign will attract more business.

Chantal Comeau,NationalCapital Commission spokesperson says that “every year [they] try to offer new activities on top of Winterlude’s favourite activities.”

The Snowbowl, a $415,000 outdoor amphitheatre, will showcase some of Canada’s most famous performers on the canal near the National Arts Centre.

The new attraction will feature singers Keshia Chanté and Kalan Porter, of Canadian Idol fame and skate performances by Jamie Salé and David Pelletier among others.

Jacques-Cartier Park will host this year’s National Snow Sculpture competition.

Thirteen teams will bring the essence of Canada’s provinces and territories to life by carving away at blocks of snow 12 feet wide by 16 feet high.

The Snowflake Kingdom will return to the park, transforming it into North America’s largest snow playground.

Another returning classic is the ice sculpture competition at Confederation Park. Teams from Canada, Japan, Russia and the U.S. are participating this year.

Hotel managers in Centretown say they are pleased with the more robust campaign.

Although the tourist industry hopes this year’s bigger publicity budget will translate into more tourists and revenue, Comeau says the weather will have the ultimate impact.

“If we have three good weekends, it’s more likely that people from out of town will come,” she says.