The conceptPreviously, we have marketed <strong>Canada</strong> using immaculate imagery such asexpansive landscapes, rarely including people or wildlife on an intimate scale.Today, our photography works at a human level, showing travellers who aregenuinely connecting with their surroundings.Previous CTC photographyCurrent CTC photography2.1 Photography <strong>Canadian</strong> <strong>Tourism</strong> <strong>Commission</strong> brand guidelines, Version 2.0, October 200913
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Ut lor sit, venibh ea adiamet utedunt lut lore exer iure dolortin henim dolore conhenibh eu feu feuiscil utatis ad te loreum.Visit www.canada.travel for more information.Photography tiersWe divide our photography into three groups, or tiers, depending on what theydepict. Each tier is used in different ways, as explained below. (To make thingseasy, our <strong>Brand</strong> <strong>Canada</strong> Library system is searchable by tier. Once you’ve signedin, click on “Show Filters,” select the tier and click “Search.”)Tier 1: hero experiencesTier 2: secondary experiencesTier 3: supportive imagesUsing the tiers togetherThese images show travellers in aThese images showcase compellingThese images are useful for settingdistinctly <strong>Canadian</strong> setting, embracing<strong>Canadian</strong> experiences that indirectlythe context for a hero experience oran experience that aligns clearly withsupport our USPs. You can imaginesecondary experience. Usually, theyTier 1one of our five unique selling propositionsthese secondary experiencesportray subjects like local personalities,Learned how to say “hello” in polar bear.(USPs). (See section 1.3.) We call thesehappening alongside heroarchitecture, cuisine or wildlife thatmoments “hero experiences.”experiences during the same trip.you see on your journey.CoverTier 2 Tier 3Cipit lum velit dolorem veldolorpero odo od dolesenis am,vent iliquametue te velit vullafaccum vercili ssequip susciduntat adignisl utpat, quat autatuemagna ametum adiam erit lorerilutpat alit adit nonsequissi.Aci tis at volum vel eu feuipitvelismod ming ea feuguerationelenibh exercin venit aut ip et.Usage: Tier 1 images are typically usedin primary or prominent applications, likecampaign advertising, tradeshow boothsand the front covers of publications.Usage: Tier 2 images are typically usedin primary or secondary applications,such as inside our publications oralongside website content.Usage: Tier 3 images are only used inassociation with Tier 1 or Tier 2 imagesto support specific editorial. They alwaysappear at a smaller scale.Inside spread2.1 Photography <strong>Canadian</strong> <strong>Tourism</strong> <strong>Commission</strong> brand guidelines, Version 2.0, October 200914
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