Canada is the most respected “country brand” in the world, according to a prestigious New York consultancy.
The country has leapfrogged over the US to become the best loved brand, thanks to a four year campaign that built up towards the 2010 Winter Olympics.
Brand consultancy FutureBrand’s Country Brand Index, released each year, showed that after the destination launched its Canada, Keep Exploring campaign, which was funded as part of the federal government $26 million Olympics strategy, affection and loyalty for the country soared.
In 2006, Canada was twelfth in the Index rankings.
President and chief executive officer of the Canadian Tourism Commission (CTC) Michele McKenzie said: “Several years ago, CTC set out to refresh Canada’s tourism brand in anticipation of being on the world stage in 2010. We believed that with the right strategy, a legacy of the Games could create more interest in Canada as a travel desitination, and ultimately more visitors.”
by Dinah Hatch
