Canada’s Honourable Maxime Bernier, Minister of State for Small Business and Tourism and Agriculture, used the platform of Rendez-Vous Canada in Niagara Falls last week to unveil the new operating name of the former Canadian Tourism Commission, as Destination Canada.
The new corporate identity, effective immediately, was created to reflect the vision of Canada’s government tourism body, where advocacy and content have become the new marketing mandate.
The re-branding exercise will clearly define Destination Canada in the international marketplace as a significant global tourist board. The following months will see a full re-branding overhaul to Destination Canada’s corporate websites, social media handles, assets and collateral materials to reflect the new name.
The well-known consumer brand identity, “Canada, Keep Exploring”, will remain in use as Destination Canada continues to connect with travellers through media, social and content marketing campaigns.
The transition to the new brand identity will complete by 1 November 2015, heralding an exciting new chapter for the industry.