Branding a memorable destination experience. The case of ‘Brand Canada’

Many destinations around the world sell themselves in very similar ways; imagery centres around overused icons, such as nature, beaches, families and couples all having fun. The tone of messaging is also generic, usually focusing on the ideas of escape and discovery. However, some destinations have developed a clear, unique positioning by branding the destination experience rather than the physical attributes of their destination, capturing the consumer's attention with a more compelling and urgent reason to visit. In order to emulate and compete with these countries, Canada has recently undergone a rebranding exercise called Brand Canada. After presenting a conceptual framework for understanding the brand‐building process, this paper describes the rebranding of Canada, a campaign that has focused on the tourist experience, creating marketing messages based on these experiences to appeal to the emotions of potential travellers. Copyright © 2008 John Wiley & Sons, Ltd.