Canada trying for new image to replace Mounties and moose
Visitors to Canada can say goodbye to “mountains, Mounties and moose,” and welcome a new campaign that will promote experiences over pictures of scenic landscapes.
“If a picture really is worth a thousand words, the images introduced this year to help rebrand Canada will carry the most potent message: We are a vibrant nation full of culture, colour, nightlife and culinary traditions, and not just a cold and lonely expanse of awesome scenery,” wrote the Globe and Mail.
The Canadian Tourism Commission (CTC) is trying to reshape the country’s image for international tourism markets by focusing less on scenic landscapes and more on the experiences’ visitors can have there.
“Discover your true nature,” the slogan used for years accompanied by photographs of Canada’s vast, often uninhabited landscapes, is gone. So is a decades-long selling of the country as a place of “mountains, Mounties and moose.”
The catchphrase now: “Canada. Keep exploring.” New images portray that spirit of exploration.
When the government sponsored commission began work on refreshing the Canada brand two years ago, “there was a consensus that people came here to look at geography,” CTC president Michele McKenzie said.
“However, our research clearly shows that, while our geography. . . will always be one of Canada’s strengths, it’s not enough. Pure and simple, being a beautiful, safe country is not a compelling motivator for travel any more, given the way competing destinations are coming on,” he added.
Report by David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airlines suspend Madagascar services following unrest and army revolt
Strike action set to cause travel chaos at Brussels airports
Digital Travel Reporter of the Mirror totally seduced by HotelPlanner AI Travel Agent