Band and Brown paints not-so-dry Canadian picture

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 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

trade market.



Now that it has courted the trade, the focus has been shifted to the

consumer market.



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

consumers.



’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.



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