TORONTO–Maya Lange, vice-president, global marketing, Destination BC, was named Canada’s 2018 Marketer of the Year by the Canadian Marketing Association (CMA) at the CMA Awards Gala on November 23.
“We are delighted to recognize Maya as the 2018 Marketer of the Year,” said John Wiltshire, the CMA’s president and CEO. “She is a highly accomplished professional with international experience and an impressive portfolio of successful campaigns on both the brand and agency sides.”
At Destination BC, Maya’s vision spurred the development of an integrated system that supports tourism entities across British Columbia to compete better together and increase visitation and spend, with a seamless consumer experience at its heart. Key to Maya’s strategy was the Powerful Marketing Network, through which the BC tourism industry worked together in a unified manner, resulting in more clout, global reach and greater impact. Working with Noise Digital, Destination BC has been able to create a consumer data ecosystem supporting BC’s tourism industry of over 50 communities, 12 sectors and 19,000 tourism businesses.
“I am honoured and humbled to accept this prestigious award. It truly belongs to my colleagues at Destination BC; our provincial Tourism Minister, Lisa Beare; and our regional, community and sector partners,” said Lange. “The Powerful Marketing Network, along with many other strategic campaigns, was born out of a collective vision – one that sees tourism marketers in B.C. unite and support each other, allowing us to stand out in an increasingly competitive tourism space. By working together, we can collectively inspire the world to visit British Columbia.”
The Powerful Marketing Network and its data ecosystem came to life through campaigns in 2017 and continues to grow in scale and capabilities through the support of the data-consultancy Noise Digital. Despite devastating floods and wildfires in 2017, the province outperformed most of Canada and the BC tourism industry grew at almost twice the rate of BC’s economy. The province had more than 5.7 million overnight visitors – an increase of 3.3%, or 181,700 visitors over the previous year.
“Maya exemplifies the ingenuity and resourcefulness of marketers: finding innovative ways to use leading technologies to meet consumers’ needs and business objectives,” Wiltshire noted.
The CMA Marketer of the Year Award is presented annually to the Canadian individual who has continually displayed outstanding marketing acumen and leadership. Past recipients include:
Lori Davidson, Vice-President, Brand Strategy & Communications, SickKids Foundation (2017)
Judy John, CEO & Chief Creative Officer, Leo Burnett (2016)
Duncan Fulton, Senior Vice-President, Canadian Tire Corporation (2015)
Dominic Mercuri, Executive Vice-President Community, Environment & Chief Marketing Officer, TD Bank (2014)
Dani Reiss, President & CEO, Canada Goose (2013)
Recognizing the top talent in Canada’s marketing profession for decades, the CMA Awards showcase the outstanding work produced by the partnership between client and agency. CMA Awards criteria are unique since entrants are evaluated equally on strategy, creativity and results.
A full list of CMA Award winners can be found at www.CMAgala.ca
The CMA is the voice of the marketing profession in Canada. With over 400 members, we represent leaders across the corporate, not-for-profit, public, post-secondary and health sectors. We provide a forum for members to engage in thought-leadership discussions, participate in professional development offerings and contribute to an environment where consumers are protected and businesses can thrive. Our Chartered Marketer (CM) designation ensures that marketing professionals are highly qualified and up-to-date with best practices. We champion self-regulatory standards, including a mandatory Code of Ethics and Standards of Practice and a series of guides to help marketers keep current and maintain high standards of professional conduct. Our members make a significant contribution to the economy through the sale of goods and services, investments in media and new marketing technologies, and by providing significant employment opportunities for Canadians.