30 MAY 2019: Destination Canada, the national tourism marketing agency, has made changes to its brand to inspire more international travellers to visit Canada. They have developed a new tagline ‘For Glowing Hearts’, which was inspired by the national anthem, and a distinctive heart-shaped logo, rooted in the country’s bold red and white iconography.

The logo is designed to create a strong emotional connections with travellers.

“Travellers today want more than an experience – they want to be transformed; they want to be moved,” says Ben Cowan-Dewar, Chairperson of Destination Canada’s Board of Directors. “The brand evolution is driven by the belief that travel should change you and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”

The brand evolution follows a five-year period of transformation for Destination Canada in becoming a more digitally focused, data-driven organization. Extensive market research and industry consultation helped shape the latest journey of the Canada travel brand.

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.

Destination Canada will roll out the brand in its 10 leisure and 5 business events markets in the coming months. Leveraging the tag line, logo and concept of transformational travel, inspired by a pride for being Canadian, elements of the brand will be used to inspire Destination Canada’s content across digital and print platforms.