Canada's new image
Friday, 13 May 2005 15:23
Niagara Falls, Canada
Canada is attempting to throw off its old image of "mountains, moose and Mounties" in a bid to boost tourism.
Tourism chiefs believe that while the old image reflects Canada's natural beauty and its frontier past, it fails to connect with travellers on an emotional level and trigger the desire to visit the country.
They have therefore devised a new approach, under the banner Brand Canada, which tries to position the country as an ideal destination for travellers seeking a unique experience.
The accompanying tag line
Canada. Keep Exploring is intended to evoke emotion and inspire travellers to create their own adventures.
"Canada is a catalyst for self expression where destinations turn into one of a kind experiences," said Michael McKenzie, president of the Canadian Tourism Commission, the organisation behind the image change.
As part of the strategy travellers will not be guided or told what to think, feel and experience - they will be empowered to make this experience their own.
The strategy aims to boost the value of Canadian tourism by nearly a quarter over five years.