Destination Canada has unveiled a new global brand, “Canada, naturally.”
According to a press release, the new direction is part of a long-term strategy to reshape how the country is marketed to the world.
The campaign highlights Canada's understated appeal—its wide-open landscapes, inclusive communities, and everyday moments that feel extraordinary to visitors.
It launched in the U.S. on May 12 through a multi-channel marketing push and is tied directly to Destination Canada’s goal of reaching $160 billion in annual tourism revenue by 2030.
“Canada, naturally. is the perfect antidote to what people need right now,” said Gloria Loree, Senior Vice-President, Marketing Strategy & CMO at Destination Canada.
“We're living in a world that's increasingly filtered and fake, combined with disruption and associated unpredictably. This campaign underscores the importance of connecting to what's real and reflects what makes Canada distinct. It's an open invitation to travellers who are craving authenticity and meaningful connections.”
The campaign is rooted in insights from Destination Canada’s 2030 Strategy: A World of Opportunity. It targets travellers who seek authentic, unfiltered experiences.
According to the organization’s global segmentation data, 65% of these target guests are more likely than other travellers to seek destinations that feel unique and genuine.
Instead of fast-cut tourism ads or AI-generated imagery, “Canada, naturally.” leans into slow, observational storytelling.
Videos were shot on 35mm film to evoke a documentary feel, showcasing vignettes like filling up at a remote gas station in the Rockies or a backyard BBQ beneath the northern lights.
The campaign also includes digital advertising that mirrors this understated tone and a first-of-its-kind collaboration with Google Street View. Rather than polished promotional photos, the campaign will use candid, street-level imagery to tell Canada’s story—an intentional move to reinforce authenticity.
“Canada is an opportunity to truly connect with what’s real,” Destination Canada said in a statement, positioning the brand as a quiet counterpoint in an increasingly noisy global market.
Key campaign elements of Canada, naturally. include:
- Online Videos: Instead of fast-paced montages, the hero videos showcase everyday Canadian moments—captured in 35mm film for a warm, natural aesthetic that feels more documentary than commercial.
- Digital advertising: a suite of digital assets echo the same tone—humble, beautiful, and quietly powerful. Showing how the ordinary everyday in Canada, is extraordinary to those who visit.
- Google Street View collaboration: This is a first-of-its-kind national tourism campaign using authentic images from Google Street View, rather than high-gloss visuals. This bold creative choice reflects our core value of authenticity and redefines how technology can be used to connect with travellers in a deeply human way.
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