VANCOUVER — Destination Canada has unveiled the new tagline for brand Canada — “For Glowing Hearts” (Le cœur grand ouvert in French) — as well as new heart-shaped logo. Both the tagline and logo are elements of an evolved brand architecture 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 evolution of this branding follows a 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, which is inspired by a pride for being Canadian.

“We’re going to build off [recent] momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and with glowing hearts,” says David Goldstein, president and CEO, Destination Canada.

The new branding will be rolled out in Destination Canada’s 10 leisure and five business-events markets in the coming months. Leveraging the tag line, logo and concept of transformational travel, elements of the brand will be used to inspire Destination Canada’s content across digital and print platforms.


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