Knut, the superstar German polar-bear cub credited with saving the Berlin Zoo, has become the latest pitch-man for the Canadian Tourism Commission.  If you're not already familiar with the rags to riches story of Knut, check out the ongoing coverage in Spiegel Online.

Knut has become a marketing phenomenon in Germany, with Knut stuffed bears selling fater than they can be manufactured and the cuddly cub appearing alongside Leo DiCaprio on the cover of Vanity Fair.

Never ones to miss a great marketing opportunity, the Canadian Tourism Commission's office in Germany arranged to have a bear-friendly play toy delivered to Knut, complete with the "Canada. Keep Exploring" logo.




It's a great example of "contextual" advertising -- reaching people in the right place at the right time with a relevant message.  Europeans who are flocking to see Knut before he grows less cute will be reminded that the best place to experience Polar Bears in their natural habitat is Northern Canada.  At the Polar Bear Habitat in Cochrane, Ontario, you can even swim with the Polar bears.




(Thanks to Jaunted.com, The Pop Culture Travel Guide, for picking up on our story.)