Brand Toolkit - Canadian Tourism Commission - Canada

2.5 Writing styleA great deal of our personality comes across in how we speak.This section will give you an introduction to writing for the CTCin a way that gives all of our communications a consistent andinspiring voice.The audience for our writing falls into three main groups: travellers, corporateand media. Each audience calls for a distinct style.TravellersAll of our marketing communications are directed toward travellers, who call forthe most informal, personal and evocative writing style. (See page 39 for moreabout speaking to travellers.)CorporateWe use a less casual writing style for corporate audiences, which includesourselves, our industry partners and the Government of Canada. While thatmeans fewer personal pronouns and less storytelling, it doesn’t mean that ourpersonality completely vanishes.MediaWe put media releases and press kits under the “corporate” umbrella forbranding purposes, but writing for a media audience has its own style.Remember that your writing will set the tone for what the media inevitablycommunicates to consumers. So even though the style is not as personal,we never want to lose the sense of excitement, discovery and life-changingpossibility that Canada embodies.For more detail about our writing style, take a look at our expandedguide, Canadian Tourism Commission Writing Style Guidelines.(See page 99 for contact details.)37