June 12, 2007 06:00 ET


$100 million weather coverage for the largest travel promotion in Canadian history

Attention: Business/Financial Editor, Lifestyle Editor, Media Editor TORONTO, ONTARIO--(Marketwire - June 12, 2007) - Toronto, June 12, 2007:

itravel2000, Canada's leading online travel retailer, today announced an audacious gamble that will have Canadians from coast to coast wishing for snow. With the launch of the "Let it Snow" program, anyone who books a fall or winter vacation with itravel2000 before the end of August, will get their vacation for free - if it snows more than 5 inches on January 1st! itravel2000 has taken out a $100 million weather coverage in the case of a big snowfall on New Year's day, making this the largest travel promotion in the world.

Packages eligible for the promotion include all of the major travel brands including Sunquest Vacations, Signature Vacations, Sunwing Vacations, Air Canada Vacations and NCL cruises. If it snows, consumers will be reimbursed for the retail price of their package vacation or cruise upon their return. To be eligible, Canadians must book their package vacations or cruises between June 12 and August 31 for departures between November 1, 2007 and April 30, 2008.
According to Jonathan Carroll, President of itravel2000, there is no downside to this gamble. "For Canadians who are going to book a winter vacation anyway, this program just gives them an incentive to book in advance. They might not get a free vacation - but then again they might. So they might as well book early with itravel2000 and roll the dice!"

The Let it Snow program will be covered by Weatherbill, the world's only online weather risk management service that allows business to protect revenues from the effects of bad weather. "We have taken out the largest single-day weather coverage in history. WeatherBill's significant risk capacity and simple, automated service for managing weather risk and promotions made them the perfect partner given the large scale of the 'Let it Snow' program.", adds Carroll. "So we will be hoping for snow like everyone else - it would be fun to write cheques for our customers for free vacations."

Canadian consumers who book with itravel2000 will qualify based upon where they live in Canada. There will be four snow measurement points across Canada. The amount of snowfall will be verified by Environment Canada across the country in Halifax, Montreal, Toronto and Calgary. "As part of our promotion we will be handing out rulers -- but we will leave it to the experts at Environment Canada to do the official measurement for us" says Carroll.

To promote the campaign, Jonathan Carroll will drive an ice cream truck across Canada, stopping in communities along the way to give out Snow Cones and "Let it Snow" rulers. "We are encouraging Canadians to keep an eye out for our ice cream truck as it passes through your neighbourhood" says Carroll. "Bring along the kids and tell them to wish for snow!"

itravel2000 is Canada's largest online travel retailer. Over 3 million Canadian users a month visit its site to research and book travel. For more information about itravel2000 please visit
/For further information: Ann Layton
Siren Communications
416 351 0777

Contact Information

  • Brad Miron, VP Marketing, itravel2000
    Primary Phone: 905-238-3399 ext. 2029
    Secondary Phone: 519-835-9610
    Toll-Free: 866-969-3325