Operations

Canada Trying for New Image to Replace Mounties and Moose

LCT Staff
Posted on March 14, 2007

CANADA — Visitors to Canada can say goodbye to "mountains, Mounties, and moose," and welcome a new campaign that will promote experiences over pictures of scenic landscapes. "If a picture really is worth a thousand words, the images introduced this year to help rebrand Canada will carry the most potent message: We are a vibrant nation full of culture, colour, nightlife, and culinary traditions, and not just a cold and lonely expanse of awesome scenery," wrote the Globe and Mail.

The Canadian Tourism Commission (CTC) is trying to reshape the country's image for international tourism markets by focusing less on scenic landscapes and more on the experiences' visitors can have there. "Discover your true nature," the slogan used for years accompanied by photographs of Canada's vast, often uninhabited landscapes, is gone. So is a decades-long selling of the country as a place of "mountains, Mounties, and moose."

The catchphrase now: "Canada. Keep exploring." New images portray that spirit of exploration. When the government-sponsored commission began work on refreshing the Canada brand two years ago, "there was a consensus that people came here to look at geography," CTC president Michele McKenzie said.

"However, our research clearly shows that, while our geography… will always be one of Canada's strengths, it's not enough. Pure and simple, being a beautiful, safe country is not a compelling motivator for travel any more, given the way competing destinations are coming on," he added.

Source: TravelMole

LCT Staff LCT Staff
Comments ( 0 )
More Stories
Video

LCT East: Catch the Wave of Success

LCT/NLA Show East takes place November 5-7, 2017 at Harrah's Resort Atlantic City and offers a complete trade show marketplace, networking forum, and educational lineup ideal for limousine and bus operators nationwide and based on the East Coast.