We turned Canada from a travel brand, to a passion brand.
TL;DR We needed to reframe Canada's proposition to tourists because our "nice" reputation was getting the best of us. So we reframed what it meant to be a brave traveler today, and Canada as a place of life-changing cultural experiences — but only for those brave enough to open their hearts to it.
Destination Canada realized that while Canada was on most bucket lists, it wasn't making the cut when it came to buying the ticket. To help shed its skin as a country that most international travellers only saw as "welcoming" and "friendly," we decided to find a new brand platform that communicated its true badge-value for visiting.
We learned that travellers today wanted something more from their travels than experiences. There was a craving to challenge themselves and seek personal growth — cultural exchanges were becoming the new currency.
And we knew Canada's inclusive culture and diverse communities were overflowing with opportunities that could offer new life perspectives — if travellers were willing to open themselves up to it.
Positioning Canada as an invitation for those of brave spirit, we deciding to express that stance through a concept called "For Glowing Hearts" — an idea that tapped into our own national anthem and reflected it to the world. The duality of the expression spoke to both how Canadians like to live, and what type of global traveller we were trying to speak to — those that were passionate enough to open up their mind and heart to new cultural exchanges outside of their comfort zone.
Role: Brand Strategist (Research, Insights Development, Brief Development)