Destination Canada has revamped its marketing campaign to the emotive tagline ‘For Glowing Hearts’. Words they believe “speak to the heart and passion of travel”.
Insights behind the new campaign were shared during opening speeches at the Rendez-Vous Canada trade show which began today at the Metro Toronto Convention Centre.
The tagline was said to be inspired by Canada’s national anthem and will be represented visually in a bold red and heart-shaped logo.
Chairperson of Destination Canada’s Board of Directors Ben Cowan-Dewar said travellers today want more than an experience – “they want to be transformed; they want to be moved”.
“The brand evolution is driven by the belief that travel should change you and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”
Chairperson of Destination Canada’s Board of Directors Ben Cowan-Dewar
Destination Canada’s motivation is to shift Canada from more than a destination on a map to an invitation to connect with Canadians, the land and local culture.
Destination Canada will roll out the brand in its 10 leisure and five business events markets in the coming months.
Last year Canada welcomed a record-breaking 21.1 million international travellers to the country.
“We’re going to build off that momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and with glowing hearts,” Destination Canada, President and CEO said David Goldstein said.
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