CANADA CREATIVE BRIEF

MCOM 341 001 Creative Brief

Brand: Canada Product: Tourism in Canada Date: October 8, 2018

Creative team: Lauren Deliverable: Two page ad Purpose: To increase tourism

Griffith, Jack Stanton, Sadie spread featuring aspects of the in Canada with a series of
Glaze, Jalil Woodward main message and support creative ads

Communication Objectives/ Goals:

The ultimate goal is to attract tourist families and outdoor enthusiasts to travel to Canada

as opposed to other destinations. Due to the prevalence of French culture within Canada, we

want to show Americans that they do not have to travel all the way to Europe to experience the

customs and traditions of the French people. They can visit their next-door neighbor. If we can

boost tourism in Canada, we can help the economy and show people that Canada is more than

just maple syrup. We are striving to enlighten American families on the natural landmarks and

beauty that Canada has to offer. Despite the fact that Canada may not be on every travellers

radar, we hope to convince many of the opportunities that a trip to Canada.

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Target audience:

Our target audience includes United States residents of all ages and backgrounds, but we

hope to target families and millenials. Canada is specifically beginning to market to millennials

with their Millennial Travel Program. Since millennials post on social media a lot, this could

market Canada as the place to be. Based on the target audience information found, we would

target an audience of millenial Americans within the LGBTQ+ community. This way, all three

primary target audiences of Canada would be reached, and it would be a current and open-

minded campaign.

Main Message:

The main message and primary focus of our campaign is to convey Canada as a perfect

destination for all types of people. The main message should get across the fact that there is

something for everyone in Canada. New advertisements should reflect the different types of

activities that are available within the country and the different aspects that would attract

families, individuals, couples, etc. to the country. The campaign should ensure the message that

there are beautiful landscapes all around Canada, but also that there are many attractions that all

people from all walks of life can enjoy.

Main Message Support:

The support for this main message will include the many different beautiful landscapes

and aspects of the country that many people may not know about such as the beautiful trails,

waterfalls, landscapes, french-appearing towns, and Niagara Falls access. Aside from the photos
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of these places, the ad will feature families, individuals, and a diverse group enjoying these. It

also will include the aspect that the country is close for Americans, in their own backyard.

The ad will also show activities in Canada for youth such as concerts and events that

often occur. It will feature footage and photographs of French-inspired architecture as well as

additional knowledge on the rich history of Canada and its French roots

Finally, the ad will feature individuals and couples on various nature trails enjoying the

scenic atmosphere Canada has to offer. This campaign is designed to create an immense interest

in visiting Canada and its diverse, unique, and beautiful environment. From whatever

background a person may come from, this campaign will convince them that Canada is an ideal

destination.

Positioning:

a.) Core Brand Positioning

Canada offers a unique chance to experience a new country and its culture for many different

types of people and families. It also offers this without the hassle and cost of overseas travel for

Americans. For both casual and adventurous travellers, Canada offers a massive range of

experiences that millions visit to experience every year.

b.) Brand Personality

Comfortable, adventurous, culturally rich, diverse, multilingual, historic.

Tone/Mood:
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The tone/mood of our campaign is upbeat and light-hearted. The message we are trying

to get across is that Canada is an adventurous yet accessible destination. The tone will be

communicated through the the energetic and exciting visuals within our advertisements. All

aspects of the campaign will put forth the wholesome and unique feel that we are offering to

American families.

Current Ads:

The following examples are ads that we feel carry the message that our campaign aims to coney.

https://www.youtube.com/watch?v=mJhFtv5UTk8 -- “READY” (Travel Alberta)

https://www.youtube.com/watch?v=V3YhYLln7uM -- “The Views are Different Here”

(Tourism Toronto)

https://www.youtube.com/watch?v=cotGh4Lu29M -- “Canada Shared by Canadians”

CANADA SWOT ANALYSIS

Strengths- Weaknesses-
● The natural beauty/ landmarks ● Possible lack of culture
● Diversity ● Unstable economy
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● Unique production of goods ● Lack of tropics/ exotic areas

● Multiple activities for multiple people ● Close to the USA, very similar
to enjoy
● Quaint town-like feel in many cities
● Close to America

Opportunities- Threats -
● Boost the economy ● Intense competition
● Provides jobs for locals ● Other countries
● Incentives on investment on roads and ● Millennials traveling farther abroad
wildlife preservation

The strengths of Canada include the natural beauty of the country, including its many

outdoor wildlife preservations, trails, activities for tourists, and the production of unique goods.

Also, Canada is close to America; making it a wise vacation destination. Some weaknesses that

surround Canada include possible lack of culture, unstable economy, lack of tropical and exotic

areas, and the fact that it is close to the United States and it is very similar. The biggest

opportunities for Canada is to boost the economy. Tourism brings a plethora of jobs for locals,

and would raise their profile. Having a higher profile leads to more revenue for the country. One

of the main threats towards Canada is the fact that there is so much competition in the tourism

industry. There is also research that shows that more millennials are travelling further abroad to

places such as Europe or Asia.