Not moved by mountains
Tourism campaign focus feel-good experiences, not scenery
By BILL POWER Business Reporter 
  

Moose, mountains and Mounties are out.

But images of adventurous couples enjoying thrill-of-a-lifetime travel experiences in accessible and amazing Canadian locations are in.

It’s part of a new tourism branding campaign, Canada — Keep Exploring, outlined in Halifax on Wednesday by the president of the Canadian Tourism Commission.

"It’s a move away from sweeping vistas of the mountains to a new focus on how the experience makes people feel," Michele McKenzie told the opening session of the Nova-Knowledge spring luncheon series.

"We want to present a modern and more evocative image of Canada."

The campaign is aimed at nine countries. Promotional material and kiosks will feature an enhancement of the traditional red, white and black colour scheme to a new 12-colour palette reflecting the water, forest, soil and other colours of Canada.

It’s a move away from the 1940s-era promotional imagery of Canada as a vast, unspoiled wilderness.

People worldwide already know about Canada’s diversified geography and potential visitors needed new encouragement to help them make the trip, said Ms. McKenzie, a former deputy minister of tourism and culture for the province.

The commission grappled with the fact Canada is generally viewed as one of the top three nations in the world to live in, but 10th as a place to visit.

"We knew we had to help people get past the stereotypes of Canada."

Ms. McKenzie said the commission hopes a new image will bolster Canada’s estimated $67-billion tourism industry.

It is also promoting the country in innovative ways. One example in Chicago involved prepared computer memory chips, or USB keys, that were available at upscale restaurants, coffee shops and fitness centres. Those who picked up the digital gadgets were asked to take them home and plug them into the USB port of their computer for an Internet-style blog prepared by a couple of young adventurers detailing their memorable outdoor adventures in Canada in text and photos.

"We’re looking to get people thinking about Canada at different times of the day, not just when they’re reading the travel section," Ms. McKenzie said in an interview.

The Dartmouth native has been president and CEO of the commission since January 2004.

The NovaKnowledge series continues May 17 with speaker Richard Homburg, president of the Homburg Group of Companies, and June 13 with Stephen Wetmore, president and CEO of Bell Aliant.

( bpower@herald.ca)

’We want to present a modern and more evocative image of Canada.’

MICHELE McKENZIE

President, Canadian Tourism Commission