Brand Story
Brand Story
Brand Belief
We believe that travel is a force for good.
It generates wealth and wellbeing for all of Canada and enriches the lives of our guests.
Brand Belief
We believe that travel is a force for good.
It generates wealth and wellbeing for all of Canada and enriches the lives of our guests.
Our Brand Promise
Canada's openness connects you with what is real.
In a world that is increasingly fake and filtered, our guests have an instinctive preference for what is real and authentic.
Canada’s openness – open hearts, open minds, open spaces – is an antidote to the overly manufactured and curated world we are living in today.
Our Brand Promise
Canada's openness connects you with what is real.
In a world that is increasingly fake and filtered, our guests have an instinctive preference for what is real and authentic.
Canada’s openness – open hearts, open minds, open spaces – is an antidote to the overly manufactured and curated world we are living in today.
Reasons to Believe
Canada’s openness
Brand Platform
Canada, naturally.
The long-term, public-facing expression of our brand strategy.
Highlights how awe-inspiring landscapes, warm-hearted people and fresh perspectives come naturally to us.
So much so that even what we consider ordinary feels extraordinary to those who visit.
Brand Platform
Canada, naturally.
The long-term, public-facing expression of our brand strategy.
Highlights how awe-inspiring landscapes, warm-hearted people and fresh perspectives come naturally to us.
So much so that even what we consider ordinary feels extraordinary to those who visit.
Brand narrative
Target Audiences
Leisure and Incentive
Insight
In a world that is increasingly fake and filtered, we have an instinctive preference for what is real and authentic.
Promise
Canada’s openness connects you with what is real and authentic.
Business Events
Insight
In a world that is increasingly polarized, Business Events decision makers yearn for fresh perspectives.
Promise
Canada’s openness inspires new perspectives.
Tone of Voice
Canadian Candor
We’re refreshingly real. We don’t overcomplicate things. We’re confident in the beauty and warmth that Canada has to offer, so we don’t need to try too hard. We speak in a shoulders-down, relaxed yet confident tone. We’re down-to-earth. We don’t try to impress you with complex or clever sentences. We don’t use unnecessary jargon. We speak naturally.
Canadian Candor, means we are:
Tone of Voice
Canadian Candor
We’re refreshingly real. We don’t overcomplicate things. We’re confident in the beauty and warmth that Canada has to offer, so we don’t need to try too hard. We speak in a shoulders-down, relaxed yet confident tone. We’re down-to-earth. We don’t try to impress you with complex or clever sentences. We don’t use unnecessary jargon. We speak naturally.
Canadian Candor, means we are:
Never too
try-hard
Never too
earnest
Never too
folksy
Never too
slapstick
Never too
try-hard
Never too
earnest
Never too
folksy
Never too
slapstick
Check out our latest brand work
Scenic Viewpoint
Puuussshhh
Northern Lights
Lobster Supper
