Federal government looking to better brand Canada
Posted Jan 14, 2014 5:01 am.
This article is more than 5 years old.
OTTAWA – Canada needs a sell line.
The federal government wants to improve the branding of Canada in the name of helping sell business opportunities in key foreign markets, according to the Citizen.
Briefing material for International Trade Minister Ed Fast, obtained by Post Media under the Access to Information Act, shows the feds are looking to refresh the country’s international branding, possibly by finding a slogan that captures people’s imagination.
The task to find a catchy phrase has been given to marketing firm Ogilvy and Mather.
On the short list is the sell line, “Canada: impossible happens here,” which is getting a thumbs up, while the line, “Canada: trade up” was scrapped during the focus group stage.
There is a deadline for the new strategy since a two-year, $22 million campaign is supposed to be launched this fall in the United States, before spreading to Asia and Europe.
It’s all part of the government’s game plan for trade described as “economic diplomacy” which will see diplomatic staff work to highlight Canada’s resources to foreign markets.
