Openness: the feeling we create.
We want guests to be moved and inspired by Canada’s openess. We aim to demonstrate elements of Open Spaces, Hearts and Minds and make a emotional connections with our guests.
Warm and Welcoming (Open Hearts):
People in Canada are known to be friendly. We want to build our niceness with a spirit of generosity and diversity that will make everyone feel like they belong.
Where new ideas are born (Open Minds):
People in Canada aren’t afraid to think differently and embrace change. We create space for conversations, leading to impacts beyond our borders.
Reflection and contemplation (Open Spaces):
Guests can find the space to breathe and immerse themselves in the beauty of the landscape in Canada.
Radical: the approach we take.
Radical is about the choices we make in how we show up rather than doing things simply because they are new or push boundaries.
Be unexpected and breakthrough.
Give guests a new frame of reference for what they think Canada is about.
Elicit an emotional response.
Whether the joy of a creative spark or calm reflection, our events create an emotional connection with our guests.
Be of value.
Give guests something they value and connect it to Canada. Guests should feel compelled to share the stories they hear.
Speakers / Storytelling: Our approach to telling Canada’s story at events.
We aim for meaningful connections that allow Canadians, or our best advocates, to speak passionately about Canada through their areas of expertise. This could range from Video Game Designers to Tour Guides and far beyond.
We don’t do storytelling for the sake of doing it and only proceed when we are bringing in the best storytellers and creating an opportunity for meaningful connection. We don’t need to try and outshine what is already happening at an event or conference, rather let’s use our influence to get the best people on stage or offer 1:1 connections with speakers hosted in our space. We avoid showing up on ‘sponsored panels’ where event attendees only attend when there’s nothing better on offer or putting on our own initiatives that event attendees don’t consider on par with event programming.