Canada has a new marketing strategy.
Its new strategy is to refresh Canada’s image as a destination to be experienced as a whole rather than simply for its picturesque scenery.
The tag line for Brand Canada: “Canada, Keep Exploring.”
Said Charles Lapointe, chairman of the Canadian Tourism Commission (CTC):
“Brand Canada captures the opportunity to showcase our uniqueness and multi-dimensional character to the world and will boost Canada’s effectiveness.”
Added Michele McKenzie, president and CEO of the CTC:
“Our new path to selling Canadian tourism focuses on creating an emotional bond between Canada and the rewards of travel by offering emotional explanations of experiences.”
The first wave of the Brand Canada campaign will focus on the European market.
Report by David Wilkening
