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Saturday,  July 13, 2024 8:44 AM 

New name, new approach to "Canada" brand

  • Air
  •   05-28-2015  11:19 am

New name, new approach to "Canada" brand

A new corporate identity for the Canadian Tourism Commission (CTC) was the primary topic of conversation during the kick-off of the Rendez-vous Canada Marketplace on May 26 in Niagara Falls.

During the event's opening session, CEO David Goldstein and Maxime Bernier, federal minister of state (small business & tourism), introduced "Destination Canada," a rebrand with the purpose of "becoming a media organization in a way that is fundamentally changing how we tell Canada’s story," according to Jon Mamela, chief marketing officer.

"It's not just a new name; it's about the new vision of the organization," Bernier told PAX in an exclusive interview following the announcement.

"The term, 'The Canadian Tourism Commission,' like many of our competitors, was a legislative name," Goldstein added, as he described the inspiration behind the move.

"I think you our customers, our industry and our partners will find that this speaks more to our vision," he said during the announcement. "It speaks more to exploring."

As a "new organization with great roots," the CEO explained that Destination Canada will continue its legacy of innovative marketing and partnerships, with subtle changes that will aim to see it operate "less like an advertising based agency" and "more like a content media company."

"Destination Canada won’t define itself by what its parliamentary appropriation is. It’s going to define itself by the power of partnerships we put in place and the activity we work with you as we help you achieve market success," Goldstein told RVC attendees. "Destination Canada won’t be as concerned about what the reputation institute or future brand has to say about us as a destination.  Destination Canada is going to be more concerned about how we help you, the Canadian industry and our international partners, make your cash register jingle and become more commercially successful."

"In this complex world, strong brands eliminate choice and make choice easy," said Mamela upon taking the stage. "What we want to do is make Canada easy."

The CMO described a strategy that will bring the Canada brand front and centre to the content potential travellers are absorbing, as the organization plans to leverage research and technological capabilities that will ultimately inspire bookings. Part and parcel to this is partnerships with the travel trade across Canada, including provincial and regional tourism boards, hoteliers, airlines and other product offerings. The motivation is to eliminate stereotypes and show off that Canada is much more than a natural beauty, focusing in on culture, history, urban centres, culinary experiences and the like.

"Ultimately, we make this destination an easy destination to buy and an easy destination to enjoy and to tell others about," he said. "Ultimately, as the competition fades away, we become a destination not someday visited well into the future, but a destination that we will welcome them tomorrow."

Many of the strategies outlined by the CMO will be integrated into a new campaign, Connecting America, which is dedicating $30 million to attract U.S. visitors to Canada over the next three years.

See tomorrow for more on the new initiative.