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.
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.