Destinations

Destination Canada unveils brand evolution at Rendez-vous Canada

Destination Canada revealed its renewed brand at the 43rd annual Rendez-vous Canada late last month, where more than 1500 travel industry professionals convened for Canada’s leading international tourism marketplace.

Speaking to the heart and passion of travel, Destination Canada’s evolved brand taps into what it means to be Canadian to inspire more international travellers to visit Canada.

The new tagline, ‘For Glowing Hearts’, inspired by the national anthem, and a distinctive heart-shaped logo rooted in the country’s bold red and white iconography, are elements of an evolved brand architecture designed to create a strong emotional connection with travellers.

Destination Canada logo
Destination Canada’s new logo

Ben Cowan-Dewar, chairperson of Destination Canada’s board of directors, said: “Travellers today want more than an experience – they want to be transformed; they want to be moved.

“The brand evolution is driven by the belief that travel should change you and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”

The brand evolution follows a five-year period of transformation for Destination Canada in becoming a more digitally focused, data-driven organisation. Extensive market research and industry consultation helped shape the latest journey of the Canada travel brand.

In a competitive global marketplace, Destination Canada is moving Canada from more than a destination on a map to an invitation to connect with Canadians, the land and local culture.

In 2018, Canada welcomed a record-breaking 21.1 million international travellers to the country. Of that number, Destination Canada’s work is attributed to 1.39 million arrivals, $1.76 billion in international tourism spending and over 13,000 Canadian jobs.

“We’re going to build off that momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and with glowing hearts,” said Destination Canada president and CEO David Goldstein.

Destination Canada will roll out the brand in its 10 leisure and five business events markets in the coming months. Leveraging the tagline, logo and concept of transformational travel, inspired by a pride for being Canadian, elements of the brand will be used to inspire Destination Canada’s content across digital and print platforms.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Road & Rail

Hanoi shuts down Instagram famous “train street”

Tourists are going to have to find somewhere else to take pensive photos of themselves walking along rail tracks following this announcement.

Share

CommentComments

Tourism

Tourist discovers missing passport in Ibiza club photos

A British tourist who was left stranded in Ibiza after losing her passport was shocked to find it pop up in photos from a big night out.

Share

CommentComments

Hotels

Hotel Wrap: IHG partners with OzHarvest, M. Group launches fourth Bali residence + MORE!

Another week, and a few more outstanding properties open around the world. Get acquainted with them all right here (minus the bathrobes and slippers, of course).

Share

CommentComments

Cruise

Elderly traveller’s body found at sea after falling from cruise ship

The body of a female traveller who went overboard on her cruise has been found after a major search and rescue operation.

Share

CommentComments

Road & Rail

Road & Rail Wrap: Avis’ charity auction, Busabout’s Asia deal, TrekAmerica’s new tours + MORE

This week’s Road & Rail Wrap is much like The Ghan or the Trans-Siberian Highway… in that it’s long.

Share

CommentComments

Tourism

STUDY: Nearly one-third of Aussies are getting inked while abroad

Truth be told, Travel Weekly’s editor once wanted to get the word ‘bula’ tattooed on his derrière while holidaying in Fiji, but chickened out once he saw the size of the needle.

Share

CommentComments

Travel Agents

Nearly 2,000 Thomas Cook jobs saved, as company directors grilled by MPs

by Christian Fleetwood

Lock yourselves in, because this is one heck of a roller-coaster read on the Thomas Cook saga.

Share

CommentComments

Technology

Klook celebrates Aussie success, outlines global expansion plans

Travel tech player Klook has marked its fifth anniversary and local success with a few drinks and a PowerPoint preso. However, it stopped short of hiring a magician and fire twirlers.

Share

CommentComments

Wholesalers

“It’s something to be aware of, but not ashamed of”: Trafalgar’s Gavin Tollman on flight shaming

by Huntley Mitchell

The very suave Gavin Tollman recently graced Travel Weekly with his presence, and also offered some interesting thoughts on sustainable travel. He even taught us how to tie a full Windsor knot.

Share

CommentComments

Aviation

Qantas passengers smell smoke on Perth flight

Did you have a sneaky smoke on your last flight with our national carrier? Find out if you’ve been rumbled here.

Share

CommentComments

Destinations

12-year-old tourist falls during Uluru climb

Just in case the lack of toilets and disrespect towards traditional owners wasn’t enough of a deterrent, here’s yet ANOTHER reason not to climb the sacred site.

Share

CommentComments

Aviation

Airline introduces new product to make flying easier for tall people

Tired of having to learn advanced yoga poses to squeeze yourself into an economy seat? This news will be music to your ears.

Share

CommentComments