Canada jumps 10 spots to become world's No. 2 ranked country brand as CTC launches new global marketing strategy

    VANCOUVER, Nov. 10 /CNW/ - In just two short years, Canada has jumped
from the world's 12th most respected country brand to No. 2. The ranking comes
from the Country Brand Index by FutureBrand of New York, NY. The Canadian
Tourism Commission (CTC) will be present at the official announcement tomorrow
in London, England at the World Travel Market (WTM), one of the world's
largest travel, trade and media showcases.
    FutureBrand ranked Canada No. 12 in 2006; last year, No. 6; and for 2008,
Canada hit No. 2, while Australia took the top spot.
    "It's proof the 'Canada. Keep exploring' tourism brand, developed four
years ago in collaboration with Canada's tourism sector, is sound, solid and
working," said Michele McKenzie, CTC president and CEO.
    The FutureBrand ranking comes on the heels of other significant brand
recognition - the influential Lonely Planet guide book publisher recently
named Canada one of the Top 10 Countries for 2009, describing it as a place of
"life-changing experiences, festivals and events, and cosmopolitan, cultured
and foodie-filled cities."
    The CTC is at this week's WTM to roll out its 2009 global marketing
strategy, which focuses on inspiring travellers to choose Canada as their next
vacation destination. CTC is showcasing the emotion of real travellers having
profound personal Canadian travel experiences, and is bringing these to life
in its first-ever global TV and internet campaign.
    The centerpiece is a series of video clips shot by actual visitors to
Canada. Great moments include an adventure-seeker "ziplining" above a raging
creek in Whistler, BC-home to several events during the Vancouver 2010 Olympic
and Paralympic Winter Games, and awestruck nature lovers watching a collapsing
iceberg off Newfoundland. The CTC has started airing the 15-second clips as
broadcast TV spots and online videos in selected markets. The videos are
designed to "create a movie about Canada" in the viewers' minds.
    "This new strategy captures the spirit of the Canadian travel
experience-it's personal, engaging and informal, and it's at the heart of our
tourism brand," McKenzie said.
    The Canadian tourism industry will be the greatest beneficiary of the
Vancouver 2010 Olympic and Paralympic Winter Games when more than 3 billion
viewers around the world tune in. With a $26 million federal investment, the
CTC is leveraging the international exposure to drive tourism to Canada
through innovative strategies such as this 2009 campaign.
    Said McKenzie: "Exposure like this comes only once in a lifetime;
collectively with our tourism industry, we will take Canada from cold to
cool-and show the world that this is where great stories happen, and the time
to visit is now."Links to Resources:
    - FutureBrand announcement: http://www.countrybrandindex.com/press-media/
    - View/Download video spots http://www.keep-exploring.ca/mediavideo/en/
    - Hi-res photo of video spots
      - Photo 1: An adventure-seeker "ziplining" above a raging creek in
      Whistler, BC; http://mediacentre.canada.travel/system/files/Ziptrek.jpg
      - Photo 2: Awestruck nature lovers watching a collapsing iceberg off
      Newfoundland http://mediacentre.canada.travel/system/files/Iceberg.jpg
    - CTC Facts http://mediacentre.canada.travel/about-ctc
    - Canada Facts http://mediacentre.canada.travel/about-Canada
    - Canada Backgrounder
      http://mediacentre.canada.travel/about-canada#prov_terr
    - Research & Statistics
      http://www.corporate.canada.travel/en/ca/research_statistics/index.html
    - Tourism & Canada's Economy
http://mediacentre.canada.travel/system/files/Econ_EN.pdf
    - CTC Executive Bios
   
http://www.corporate.canada.travel/en/ca/about_ctc/executive_bios/bios.html
    - Industry Quotes
    http://mediacentre.canada.travel/system/files/industry_quotes_BIL.pdf
    - What sort of traveler are you? Take the EQ (TM) test!
    http://eq.canada.travel/index.phpAbout the CTC

    The CTC is Canada's national tourism marketing organization. Our vision
is inspiring the world to explore Canada. With our partners in the tourism
industry and the governments of Canada, the provinces and the territories, we
advertise and market Canada in nine countries around the world, conduct
industry research and studies, and promote product and industry development.
For research and statistics, news and media resources, travel information and
events, please visit http://mediacentre.canada.travelNOTE: FOOTAGE OF THE FUTUREBRAND ANNOUNCEMENT AT THE WORLD TRAVEL MARKET
    ON TUESDAY, NOVEMBER 11TH WILL BE MADE AVAILABLE AT 12 NOON EST ON VIDEO
    ON DEMAND
    http://cnw.pathfireondemand.com/viewpackage.action?packageid=118

For further information: Margaret Nevin, Senior Communications
Advisor/Conseillère en communications, Canadian Tourism Commission/Commission
canadienne du tourisme, Tel/Tél [phone], Cell [phone], Fax/Téléc
[phone], [e-mail], http://mediacentre.canada.travel;
Laura Fairweather, Global PR Director/Directrice des relations publiques
internationales, Canadian Tourism Commission/Commission canadienne du
tourisme, Toronto, ON, Tel/Tél [phone], [e-mail],
http://mediacentre.canada.travel