Hot Dogs, Maple Syrup and Barenaked Ladies: Making Canada Day Priceless(TM)



    TORONTO, June 25 /CNW/ - When Canadians celebrate Canada Day this
weekend, they are more likely to eat hot dogs and hamburgers than steak,
listen to the Barenaked Ladies and walk off those extra calories - especially
if they have had some maple syrup, their most Priceless Canadian food; this
according to the second wave of results from MasterCard Canada's 2007
Priceless Index, a barometer of Canadian patriotism.
    "The 2007 Priceless Index tells us how Canadians will be celebrating the
people and things that are most Priceless to us," says Julie Wilson, Director,
Public Affairs, MasterCard Canada. "As a country, we have so much to be proud
of, from gastronomic delights, to world-class musical talent."

    A Canada Day feast

    Our Canada Day celebrations will no doubt be filled with all sorts of
mouth-watering foods. But hot dogs and hamburgers stood above the rest as
Canadians chose them as the number one food that will make their Canada Day
celebrations most Priceless.

    
        -  Atlantic Canada (40%), Manitoba and Saskatchewan (34%), Alberta
           (40%) and British Columbia (33%) all chose steak as their party
           food.

        -  Meanwhile, Quebeckers (44%) and Ontarians (32%) prefer to chow
           down on hamburgers and hot dogs.

    Take a walk

    After a feast of hot dogs and hamburgers, Canadians are planning to work
off those extra calories by walking (43%). Cycling (20%) and swimming are also
popular choices (18%).

    Rock-on Canada!

    Canada is legendary for its musical talent, and the 2007 Priceless Index
ranked the Barenaked Ladies number one, with one in five Canadians (21%)
choosing them as the most Priceless Canadian band. The Guess Who came in
second (17%), followed closely by Nickelback (15%). The Tragically Hip were
not far behind with 13 per cent of the vote.

        -  Atlantic Canadians could not decide between The Guess Who (21%)
           and The Hip (21%).

        -  Alberta (18%) and B.C. (14%) say bring on the ladies; both
           provinces ranked the Barenaked Ladies as their most Priceless
           band.

    Quintessential Canadian Cuisine

    We Canadians sure are lucky to have so many distinctly Canadian foods to
choose from. But across Canada, maple syrup was chosen as the most Priceless
Canadian food (31%). From coast-to-coast, we are extremely proud of what grows
in our own backyard, as the most Priceless foods differed in each region of
the country.

        -  Atlantic Canadians love the sea and what it brings - 52 per cent
           chose lobster as the most Priceless Canadian food.

        -  Ontarians love maple syrup (31%), which is no surprise as Ontario
           is right next door to Quebec, the world's largest maple syrup
           producer...

        -  More than half of Quebeckers (53%) say maple syrup is the most
           Priceless.

        -  Where's the beef? Manitoba and Saskatchewan prefer Alberta beef
           (34%). And in Alberta, a whopping 60 per cent chose it as their
           number one food.

        -  British Columbians love seafood too, but the source of their pride
           is salmon (39%).

    Hittin' those summer roads from West to East

    When Canadians were asked the best place for a road trip, six in ten
Canadians (59%) chose the Rocky Mountains, followed by the Cabot Trail on Cape
Breton Island (14%).

        -  We sure are proud of our own regions of the country - a whopping
           81 per cent of Albertans chose the Rocky Mountains as the best
           part of Canada to drive through.

        -  British Columbians and those from Manitoba/Saskatchewan also
           ranked the Rocky Mountains first at 79 per cent and 73 per cent,
           respectively.

    If you had to choose just one...Vancouver named top city for tourists

    Nearly one in five (19%) of respondents agreed Vancouver is the number one
Canadian city that tourists should not miss. But Quebec City is not far
behind, with 18 per cent of respondents choosing it as the must-see city,
followed by Montreal (14%), Toronto (13%) and Ottawa (8%).

        -  Atlantic Canadians love Toronto, with 15 per cent ranking Toronto
           first, followed by Quebec City, Ottawa and Montreal (all at 11%).

        -  Home is where the heart is - 26 per cent of Ontarians chose
           Toronto over Vancouver (14%), Ottawa (14%) and Quebec City (13%).

        -  Residents of Manitoba/Saskatchewan also ranked Vancouver (21%) top
           on their list, followed by Montreal (13%), Ottawa (10%) and
           Toronto (8%).

        -  It is no surprise that Albertans and British Columbians ranked
           Vancouver first, but both provinces also ranked Montreal second.

        -  Quebeckers sure love home! Quebec City is the city of choice
           (43%), followed by Montreal (30%).

    And since you are here, may we suggest...

    When asked which one of the following Canadian events or attractions would
be the most Priceless for a tourist, 37 per cent of Canadians chose the
Calgary Stampede. Most interestingly, all regions surveyed ranked the Calgary
Stampede as the number one do-not-miss event.
    However, while we all agreed on what is number one, there was not as much
consensus with what is number two:

        -  Atlantic Canadians ranked whale watching as number two (29%).

        -  Ontarians recommended tourists lace up their skates on Ottawa's
           Rideau Canal (18%).

        -  British Columbians and those in Manitoba and Saskatchewan also
           ranked whale watching as number two on their list (29% and 11%
           respectively).
    

    It is the good old hockey game...

    Canada is famous for its team sports, and basketball, rugby and curling
are often top of mind, but make no mistake, Canada is a country full of hockey
lovers. A staggering 86 per cent say hockey is the team sport that best
symbolizes Canada.
    "We Canadians are proud of our accomplishments, both regionally and
nationally," says Wilson. "But no matter how you put it, we know what makes us
world famous, and this Canada Day, we will be sure to celebrate all this
country has to offer."

    About the survey

    The Priceless Index is a national survey carried out regularly by
MasterCard Canada. This national survey of 2,006 Canadians 18 years of age and
over was carried out by telephone between May 24 and May 31, 2007 by
Environics Research Group on behalf of MasterCard Canada. Results to a survey
of this size can be considered accurate to within plus or minus 2.2 percentage
points, 19 times out of 20.

    About MasterCard Worldwide

    MasterCard Worldwide advances global commerce by providing a critical
economic link among financial institutions, businesses, cardholders and
merchants worldwide. As a franchisor, processor and advisor, MasterCard
develops and markets payment solutions, processes over 16 billion transactions
each year, and provides industry-leading analysis and consulting services to
financial institution customers and merchants. Through its family of brands,
including MasterCard(R), Maestro(R) and Cirrus(R), MasterCard serves consumers
and businesses in more than 210 countries and territories. For more
information go to http://www.mastercard.com.





For further information:

For further information: Olivia Yu, (416) 969-2718,
oyu@environicspr.com; Don Blair, (416) 969-2726, dblair@environicspr.com

Organization Profile

MasterCard Canada

More on this organization


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890