The Canadian Tourism Commission has hired Band and Brown
Communications as its first external PR agency to revamp Canada’s
stereotypical ’mounties and maple leaf’ image.
The appointment signifies a shift in the Commission’s marketing
strategy, which has traditionally concentrated on developing the travel
Now that it has courted the trade, the focus has been shifted to the
B&B’s travel and leisure team - headed by ex-Swallow Hotels marketing
director Keith Brown - will run a campaign to reposition Canada as a
brand and make it a more attractive tourist destination for UK
’People see Canada as a tame destination and write it off as bland
without knowing anything about it,’ said Brown.
The campaign will target high-spending adventurers, culture and sports
enthusiasts, as well as the traditional family and older market.
The Commission will continue to handle the press office function, trade
public relations and media visits.