The Canadian Tourism Commission’s new global
business strategy, based on a new travel brand for Canada, is designed to
increase the tourism industry’s revenue by $7.5-billion or close to 23 per
cent in five years. The brand strategy was launched today at Rendez-vous
Canada, Canada’s annual international tourism industry marketplace held in
Saskatoon, Saskatchewan.
“The tourism industry has been through many hardships over the past few
years, and we are challenged by international competitors who are outspending
us. Still, there is tremendous potential for growth,” Michele McKenzie,
President and CEO of the Canadian Tourism Commission said at Rendez-vous
Canada, the tourism industry’s annual international marketplace. “To realize
our potential, we had to find a way to define Canada’s vast and diverse
country, with one simple yet compelling brand promise - one that had universal
appeal to translate across the world’s many languages and cultures.”
Brand Canada intrigues the explorer inside every traveller, and positions
Canada as an out-of-the-ordinary travel experience where one can feel free to
take the road less travelled.
Brand Canada promises to move Canada’s travel experiences beyond
marketing materials and communication, into every day lives and conversations.
It provides each traveller with bragging rights for the extra-ordinary stories
they can take back home, based on their travel experiences in Canada.
The innovative strategy, seven months in the making, involved
on-the-ground research to examine perceptions about Canada. Input from
450 Canadian travel professionals, 40 workshops and 18 consumer focus groups
in 23 cities were conducted across six countries, Canada, United States, U.K.,
Germany, Japan and Mexico. The findings of these extensive studies became the
foundation for a new vision of what it means to travel in Canada - Brand
Canada.
“Travellers who have been here say they are excited and stimulated in
Canada, that it’s so much more than they thought it would be. They say we’ve
revived the part of them that remembers life is about more than just getting
the job done,” explained McKenzie.
More: newswire.ca
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