Destination Canada

Destination Canada

Building a love brand

Project Overview
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. 

Challenge and execution

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


increase in Google searches

3 %

increase in positive perceptions of destination


million reach

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