brand story
 

Brand backstory 

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Transformative travel

In the past, travellers were content with checking a box off their bucket list. And destinations around the world were happy to comply. But now more than ever, they want to feel transformed. This shift is Canada’s opportunity to create deeper connections with travellers, reshaping their outlook on life through our people, our culture and our land.

 

Becoming a passion brand

The dream? To be embraced as the most loved Canadian brand in the world. This feeling of love and of being embraced isn’t necessarily one that can be measured—it goes beyond consumption. It’s the visceral reaction we want every traveller to have. That’s why we’re creating emotional connections with our travellers through unforgettable stories that bring people together and empower them to join the conversation.

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Brand architecture 

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Our beliefs

They are our North Star and guide us in every decision we make.

We believe travel should change you, connect you, move you. We believe Canada is more than a place on a map. We believe in the passion of our 37 million Glowing Hearts. We believe Canada will leave a lasting mark on your heart; and travellers will leave a lasting mark on ours. The world needs more Canada, and Canada needs more of the world.

 

Our spirit

This is our message and how we proclaim it to the world:

canada.
For
glowing
hearts.

canada.
Le coeur
grand
ouvert.

 

What are Glowing Hearts?

These 10 words consolidate our brand architecture into one simple statement.

CANADIANS AND
TRAVELLERS
CREATING
EMOTIONAL
CONNECTIONS
THAT LAST
A LIFETIME.

Brand Character

 

Canadian

We are honest and authentic. We love
meeting travellers and sharing great stories.
We know that personal connections spark
glowing hearts.

canadian skating

 

Proud

We love our work and the impact we make.
We are unapologetic about our love for Canada.
We want to offer travellers a journey they’ll be excited
to share with others.

Caring

We are polite—we are Canadian after all.
We foster strong relationships.

 

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Welcoming

We make all travellers feel at home.
We celebrate our passion in everything we do.
We want the world to love Canada as much as we do.

 

Optimistic

We are always open to what’s new and different.
We see the world as more than half full. We
believe that any detour can lead to discovery
filled with joy and wonder. We are positive and hopeful.

Energetic

We are dynamic.
We face challenges head on, together.
We want others to experience the
indomitable spirit of Canada.

 

Bold

We are a forward-looking people open to the future.
We are striking and vivid, like a Canadian winter.
We want travellers to experience the formative journey of our country.

kayaking

 

camping

Transformational

We help others see life through a new lens.
We want travellers to feel moved.
We believe travel is a journey of the heart.

 

Manifesto

CANADA
IS more
than a
place
on a map

It’s a beacon to the world.

An invitation not just
to explore, but to connect.

It’s a calling to discover
the marvels of what’s here.

And the potential that’s
within each one of us.

Canada is a destination
for those with open minds
and intrepid spirits.

For the brave.
For the bold.
For the curious.

This is Canada.
For Glowing Hearts.