Destination Canada
Building a love brand
Lead a multi-stakeholder, multi-market collaboration on a journey to turn a well-respected destination into a bold new love brand.
Redefine a destination brand to align with new travellers’ expectations .
Canada has always been known for its abundance of natural landscapes, but travel experiences just aren’t what they used to be. Anyone with a smartphone can find anything, anywhere.
Today’s travellers are demanding more meaningful connections with the places they visit.
Knowing that emotional connections are at the heart of their decision-making, we needed to let them know that there’s more to Canada than meets the eye and seized the opportunity to create a transformation of our own.
Our deliverables included: A new brand strategy and identity for Canada as a travel destination, flexible brand assets that can be adapted to 10 international market and a multichannel communication strategy targeting travellers, tourism industry and media.
We shifted from a destination brand to a passion brand and imprinted the renowned warmth of Canadians on all consumers’ minds.
Our promise: Canada will leave a lasting mark on your heart.
8 %
increase in top-of-mind awareness
11%
increase in Google searches
3 %
increase in positive perceptions of destination
6.4
million reach
