Destination marketing: Canada gets hip

The Canadian Tourism Commission recognised that the staging of the 2010 Winter Olympics in Vancouver was an opportunity to refresh Canada's tourism brand away from Mounties, mountains and moose.

Canada gets hip

Jennifer Green DDB Canada

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...

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