Canada gets hip
The Vancouver Winter Olympics presented an opportunity to refresh Canada’s imagery of Mounties and moose and reflect the diversity of travel experience. Segmentation and user-generated content were key to achieving this effectively with a limited budget
On 2 July 2003, the International Olympic Committee announced that Vancouver was being awarded the 2010 Winter Olympic Games. For the marketers at the Canadian Tourism Commission, this was the opportunity of a lifetime. They also realised that, to use the international attention to create Canadian travel intention, they would have to change everything about a...