Some 90 travel trade industry members and travel media joined Destination Canada to hear transformational stories and celebrate Canada Day at est. restaurant on Monday 1 July 2019.
Hosted by Donna Campbell, Managing Director of Destination Canada GSA, VIP guests included Maureen Riley, Vice President International of Destination Canada, and Wei Li, Regional Managing Director Asia Pacific, who flew in from Vancouver and China respectively to attend the event.
Canada’s Consul-General, Angela Bogdan, and Vic Naughton, Air Canada’s General Manager for Australia and New Zealand were also in attendance.
Guests were treated to a sumptuous lunch and engaging first-hand accounts of Canada experiences that led to personal transformation. From indigenous experiences to wildlife encounters, the stories spoke to Destination Canada’s evolved brand and tagline, For Glowing Hearts, designed to reflect the belief that Canada will leave a lasting mark on your heart.
The brand evolution follows a five-year period of transformation for Destination Canada in becoming a more digitally focused, data-driven organisation. Extensive market research and industry consultation helped shape this latest journey of the Canada travel brand.
Destination Canada will roll out the brand in its 10 leisure and five business events markets in the coming months. Leveraging the tagline, logo (pictured right) and concept of transformational travel, inspired by pride for being Canadian, elements of the brand will be used to inspire Destination Canada’s content across digital and print platforms.
In a competitive global marketplace, Destination Canada is moving Canada from more than a destination on a map to an invitation to connect with Canadians, the land and local culture. In 2018, Canada welcomed a record-breaking 21.1 million international travellers to the country. Of that number, Destination Canada’s work is attributed to 1.39 million arrivals, $1.76 billion in international tourism spending and over 13,000 Canadian jobs.
Lead image: Vic Naughton, General Manager, Australia/NZ, Air Canada; Nathan McLoughlin, Director – Trade, Destination Canada GSA; Lizzie Doyle, Media Director, Destination British Columbia, GSA; Joanne Motta, Destination British Columbia GSA; Philippa Macken, Media Director, Destination Canada GSA; Ray Lane, Trade Representative Australia, Yukon Territory; Donna Campbell, Managing Director, Destination Canada GSA and Sean Lane, Representative Australia for Travel Manitoba.