Canada has rebranded its tourism message in light of the fact that more visitors are looking for experiential holidays.
National tourism marketing agency Destination Canada has replaced its consumer facing logo and campaign ‘Canada, Keep Exploring’, which it has used for over 13 years.
A new, distinctive logo and tagline ‘For Glowing Hearts’ will showcase at WTM, inspired by the national anthem, and designed to create a strong emotional connection with travellers.
Ben Cowan-Dewar, chairperson of Destination Canada’s board of directors, said: “Travellers want more than an experience – they want to be transformed; they want to be moved.
“The brand evolution is driven by the belief that travel should change you and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”
Destination Canada president and CEO David Goldstein said: “We’re going to build off that momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and glowing hearts.”
The brand evolution follows a five- year period of transformation for Destination Canada in becoming a more digitally focused, data-driven organisation. Extensive market research and industry consultation helped shape the latest journey of the Canada travel brand.
In 2018, Canada welcomed a record breaking 21.1 million international travellers to the country. Of that number, Destination Canada’s work is attributed to 1.39 million arrivals, $1.76 billion in international tourism spending and over 13,000 Canadian jobs.
PR Contact: Nim Singh