Brand Toolkit - Canadian Tourism Commission - Canada

1.5 From productto experienceCommunicating a tourism experience is very different from marketinga tourism product. When you promote a product, you talk about whatyou have to offer. When you communicate an experience, you talkabout what the consumer wants to feel. Our promise to the travelleris that when they visit Canada, they have the freedom to create theirown unique, extra-ordinary and authentic moments.Our brand identity standards set out everything that we need totell stories about amazing Canadian experiences, all in a way thatcomplements our key insights and appeals to our primary EQtypes. The brand elements include logo variations, a colour palette,typographic treatments and proprietary graphics, as well as guidelinesfor the tone of our photography and our copy.The CTC is not involved hands-on with the development of tourism products, but wehave produced a separate publication specifically for our tourism partners, big andsmall, from coast to coast to coast. It’s called Experiences, and it’s designed to guideour partners in differentiating their products in a competitive market. Since our goal isto harness Canada’s collective tourism voice, it includes everything our partners needto understand and adopt Canada’s national tourism brand. Take a look at Experiencesat www.canada.travel/experiences