Media Alert - Canadian Tourism Commission at World Travel Market
Canada as it has never been seen before
LONDON, UK, November 10, 2005. The Canadian Tourism Commission Offers an Exclusive International Preview of Canada's Innovative New Tourism Brand at the World Travel Market
WHO, WHAT & WHY
For months now, rumours have been circulating that Canada will bid farewell to a 50-year old formula for marketing Canada internationally. This unprecedented global approach to destination marketing will be unveiled in an exclusive preview at this year's World Travel Market on November 14, 2005.
The much anticipated new tourism brand entitled Brand Canada will carve an unconventional path to promote tourism - one that's focused on creating an emotional bond between Canada and the rewards of travel. With the tag line: Canada. Keep Exploring, the campaign evokes the senses: where indulgence meets adventure, where curiosity and the unknown intersect. It's based on the premise that ultimately, we are all born explorers.
Brand Canada is the culmination of an extensive two-year consultative process with international consumers and travel professionals. Over 44 workshops and 18 focus groups were held in 23 cities across the United Kingdom, France, Germany, Mexico, Japan and the United States.
WHEN:
Monday November 14, 2005, 14:00 to 15:00
WHERE:
2005 World Travel Market, at the World Stage
ExCel London, One Western Gateway, Royal Victoria Dock
INTERVIEW
The Honourable Charles Lapointe, Chairman of the Board of Directors
OPPORTUNITIES:
Canadian Tourism Commission
Michele McKenzie, President and CEO, Canadian Tourism Commission
Maggie Davison, Managing Director, U.K., Canadian Tourism Commission
Sandra Teakle, Managing Director, France, Canadian Tourism Commission
Karl-Heinz Limberg, Managing Director, Germany, Canadian Tourism Commission
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