Destination Canada has created a new heart-shaped logo and added a new tagline, For Glowing Hearts, as part of the tourist board’s “brand evolution”.
The tagline, which has been inspired by the country’s national anthem, is being added to Destination Canada’s marketing material.
Ben Cowan-Dewar, chair of Destination Canada’s board of directors, explained: “Travellers today want more than an experience – they want to be transformed, they want to be moved.
“The brand evolution is driven by the belief that travel should change you, and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”
Destination Canada said it was “becoming a more digitally focused, data-driven organisation”, and the new logo and tagline was chosen following market research and consultation with the industry.
Last year, Canada set a new record for international arrivals with 21.1 million visiting the destination.
David Goldstein, Destination Canada’s president and chief executive, added: “We’re going to build off that momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and with glowing hearts.”