05/24/2005 06:14:00 PM 
Canada no longer wants to just be associated with Mounties, mountains and moose. In fact, its recent market research showed the country wasn't top of mind as a tourist destination and when known, its image was somewhat outdated.
Canada is now following the branding trend of allowing consumers to define the experience for themselves. So instead of dictating, Canada intends to let travelers create their own journey of self-discovery.
The tagline "Keep Exploring" has been developed for the campaign.
The direction is intelligent; it understands that travel is now about consumers creating their own personal collection of stories. To define Canada as a single idea would be too limiting, and linking the brand to the consumer trend for self-discovery ensures Canada builds an emotional bond with potential travelers. Exploration is a powerful idea.
However, Canada needs to make sure that it the story has depth and context beyond exploration. There need to be enough "stories" to define the multiple types of exploration that Canada offers for different consumers. With a limited media budget, this might pose quite a challenge.
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