Brand identity

We are the voice of travel for Canada. How we speak is as important as what we say, so keeping a consistent voice is vital.

Our personality

Canada is intriguing and refreshingly different from what you would expect. We also have a youthful spirit, with an open and informal approach to life. We’re warm, welcoming and witty.

Most of all, we’re authentic people who are proud to share our incredible nation with the rest of the world, and this feeling should shine through in the words we use to describe Canada.

How we write

Whenever possible, we should inject confidence, insightful humour and optimism into our writing. We may be Canadian, but we’re unapologetic about sharing our passion. We speak with conviction and pride, yet we’re always open, warm and welcoming.

We write in a casual, neighbourly style (affectionately known as Canadian Candour), inviting guests to experience Canada in a friendly, conversational way. Instead of a hard sell, we use a smile and a wink to give prospective travellers a taste of Canada’s openness.

Our tone

In general, our tone of voice should align with the channel and target audience, following the best practices laid out in our Editorial Style Guide:

• Use strong verbs to build momentum and incite action in our audience
• Avoid flowery language that dances around the heart of what we’re trying to say
• Strive to be concise while also bringing the brand characteristics to life
• Use inviting, inclusive language to connect our perspectives and experiences

Destination Canada has one tone of voice, but we express ourselves differently, depending on the audience we are addressing and how they will best receive our message. For example:

• For Business Events, we may dial up “confidence” and “optimism”
• For Leisure Travel, we may focus more on “insightful humour”

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