Brand Toolkit - Canadian Tourism Commission - Canada

Speaking to travellersOur promise to travellers is that when they visit Canada,they can create their own unique and extra-ordinary personalexperiences. Our writing captures an intimate moment intime and evokes the feelings you’ve felt when travellingthe country—fun, peace, elation, wonder. Here are a few tipsfor telling these stories.Take us there with you.Like one traveller talking to another, you want to sound as though youare telling a good friend about your unique experiences in Canada, exactlyas you felt it.What does the beach in Tofino smell like? What do the Prairies sound like?What does a tourtière taste like in Montreal on Christmas Eve? Know theplace you’re describing, and then blend your knowledge with personality,passion and fresh perspective.Celebrate our favourite explorers.Our three target Explorer Types have a lot in common (see section 1.4).That’s great, because it allows us to talk to them about the things they careabout, all in a voice that appeals specifically to them. Ask yourself thesequestions when writing for prospective travellers:Does it offer them a sense of connection to the place?Does it sound personal? Natural? Intimate?Does the experience you’re describing feel unique and authentic?Are you encouraging them to explore the culture and seek out personal growth?Does the experience sound exciting, exotic?Will it create a movie in their heads?For more about the Explorer Types, take a look at Experiences—our marketing toolkitfor partners of the CTC—at www.canada.travel/experiencesRemember, this isn’t factual downloading—it’s personal. It’s how the feelingof being in our country distinguishes us from every other place. We wanttravellers to be able to see themselves in the narrative, to understand thatthey could be the heroes of the story.2.5 Writing style Canadian Tourism Commission brand guidelines, Version 2.0, October 200939