The guiding principle in all photos is to show pride in Canada and the joy of travelling around our great country. Our photography should feel real and spontaneous, almost serendipitous. A shot captured in the moment that brings the viewer closer to the action. We don’t want anything that looks too staged or put together.
Photography Categories
People
Images should reflect inclusion, celebrating all Canadians, from the Indigenous Peoples, here since time immemorial, to the newcomers whose culture enriches our communities every day. The shots should be authentic, not posed, and taken in warm light at dusk or dawn. An emotion, such as happiness, should be conveyed and suggest a deeper story, a moment—a human connection.
Indigenous/Canadian Culture
Iconic images of Canada include hockey games on frozen lakes, charming coastal communities, maple syrup taffy (tire d'érable), and Indigenous totem pole carvers. A sense of warmth should infuse every photo, and they should be natural, not posed. We don’t want photos to appear clichéd. Pops of red would also be appreciated.
Vibrant Cities
Cities are the heartbeat of our country. We want to show a kaleidoscope of action, festivals, people together—people connecting—immersed in an urban landscape. Use light to convey warmth, and pops of red to tie the photo in with the brand. Showcase the unique character of the city whenever possible.
Culinary
Photos should depict shared meals and culinary artistry—the connection between people gathering around good food and drink, in settings large and small. Close-ups and wide shots may be used, but the viewer should feel the warmth and have the sense that they’re also invited to taste what’s on offer.
Adventure
In Canada, everyone is welcome. Visitors of all abilities can experience the diversity of Canada through the wide range of activities to be enjoyed here. Photos should show a variety of settings—summer or winter, city or country, land or sea. Shots should be natural, not posed, and make the viewer feel empowered to join in what’s going on. It’s also important to convey the feeling that the activity depicted is accessible to all.
Landmarks
Niagara Falls, the Château Frontenac, Peggy’s Cove, the CN Tower—Canada’s most iconic landmarks are already easily recognizable, so the goal is to show them in an unexpected way. This can be achieved by using different angles and perspectives, or infusing the image with warmth by shooting at dusk or dawn. The shot shouldn’t appear too curated—it should set a mood.
Natural wonders
In these shots, the incredible natural beauty of Canada is the star of the show. It’s always preferable to include people in the shot so the viewer can fully appreciate the scale of what they’re looking at. And there’s a wealth of wonders to choose from—the glacial lakes and soaring peaks of the Rockies, the vast open skies of the Prairies, the wild waters of the Pacific, Atlantic and Arctic oceans, the vibrant greens and pinks of the northern lights and more. Try using different angles and shooting at dusk or dawn. Warmth should be felt—even when it is overcast.
Wildlife
Thanks to its diverse climate and geography, Canada is home to a wide variety of majestic wildlife. These shots should demonstrate that visitors can easily get close to nature and our beautiful animals, and that they don’t have to travel very far to see them in their natural habitat. Catching the animals off guard—at rest or at play, from far away or up close—will show how impressive they all are.
Business Events
Conferences in Canada foster creativity, encourage collaboration and leave a lasting impact—and images should reflect this. The shots should feature professionals in a conference environment, be authentic, not posed, and taken in warm light at dusk or dawn. Hint at Canada’s leadership in sustainable business events, by including natural and cultural elements. A sense of enjoyment, discussion or learning should be conveyed and highlight the human connections made by meeting in person.
Incentive travel
In Canada, our legendary incentive experiences are deeply transformational, immersing teams in beautiful destinations and unforgettable moments. Photos should reflect this, showing people connecting over unique activities in Canada’s natural or urban environment. They should be authentic, not posed, and taken in warm light at dusk or dawn. Images should evoke a feeling of relaxation, awe or inspiration.
Art Direction
Photographs should highlight real and raw emotions, where the camera is part of the action. We also want to feature people wherever possible, even if they appear as a small speck on larger landscape imagery. By focusing on humans, travellers can see themselves in our photography and thus, stimulate their appetite for travel. In addition, we should always have a touch of red in our images, hinting to our national colours. Red should not be overwhelming in the composition, but rather a nice wink to our Canadian roots.
Lighting: Glowing skies
Canada’s wide-open skies are a powerful part of any visit here, variously inspiring quiet contemplation, connection to nature and sheer wonder. With the exception of northern lights shots, images should be taken at dusk and dawn to showcase these magical moments, conveying natural warmth and comfort. Even on an overcast day, the sun should still be felt through the clouds, which can also bring texture to a photo.
Composition: Feeling close
The images should give the viewer the impression that they are also part of the action. The photos should be shot close up for greater impact—to better appreciate the feelings of the subjects portrayed. The shots should be authentic, not staged, and convey real emotions.
Composition: Unusual angles
Using unexpected angles helps to reinvent iconic landmarks and images—to literally see things in a different way. These types of shots can be used as part of a mosaic, where a supporting image makes it clear that this is Canada rather than a random image from anywhere in the world. Unusual angles are also a great device to make the viewer feel as though they’re part of the action.
