According to results from Country Brand Index by FutureBrand, a New York- based global brand consultancy, Canada has been ranked at the #1 country brand in the world. Michele McKenzie, President and CEO of the Canadian Tourism Commission (CTC), will be presented with a formal awards at a ceremony on November 11, 2010 in London, England, at the 31st annual World Travel Market (WTM), one of the world’s largest travel, trade and media showcases.
After launching the revitalized tourism brand—Canada. Keep exploring—six years ago, Canada leapfrogged from 12th place in 2006 to sixth place in 2007, and jumped again to second place in 2008, a position it held again in 2009. This year, the US ceded the coveted premier spot to Canada. Amid this jostling, Canada’s tourism brand has emerged as powerful, engaging and vibrant in an intensely competitive international tourism marketplace.
“Several years ago, CTC set out to refresh Canada’s tourism brand in anticipation of being on the world stage in 2010. We believed that—with the right strategy—a legacy of the Games could be more interest in Canada as a travel destination, and ultimately more visitors, Michele McKenzie, President and CEO of the Canadian Tourism Commission (CTC) ”
The CTC and our partners seized the once-in-a-generation opportunity provided by the Games to showcase Canada’s tourism brand internationally. We placed stunning video shot from coast to coast to coast directly into the hands of broadcasters from all the countries in which the CTC markets. Initial results of the CTC’s marketing campaigns conducted before, during and after the Games indicate that the number of trips booked has increased over 2009 as a result of the awareness created of Canada as a top-ranked travel destination.
The CTC’s Olympic strategy, which runs to the end of 2012, was funded by a $26 million federal investment.