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New name, new approach to “Canada” brand


A new corporate identity for the Canadian Tourism Commission (CTC) was the primary topic of conversation during the kick-off of the Rendez-vous Canada Marketplace on May 26 in Niagara Falls.

During the event’s opening session, CEO David Goldstein and Maxime Bernier, federal minister of state (small business & tourism), introduced “Destination Canada,” a rebrand with the purpose of “becoming a media organization in a way that is fundamentally changing how we tell Canada’s story,” according to Jon Mamela, chief marketing officer.

“It’s not just a new name; it’s about the new vision of the organization,” Bernier told PAX in an exclusive interview following the announcement.

Read the New name, new approach to “Canada” brand news release.


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