Share this with your network of MarketersShare on LinkedInShare on FacebookShare on Google+Tweet about this on TwitterEmail this to someonePrint this page

CgpID6RUgAE5OKIAs a Canadian, I am used to Canada being very low-key on the world stage. However, all that seems to be changing with the election of Prime Minister Justin Trudeau. For me, it started the morning after we elected Trudeau back in the fall of 2015, when one of my friends texted me “I hear you have a hot new Prime Minister”.

Trudeau is young (44), good-looking with modern liberal views, outspoken on his support for women, native Canadians and newly minted Syrian refugees. Imagine a politician in these times not only pushing for Syrian refugees, but he showed up at the airport to welcome them to Canada. Trudeau’s trip to Washington made the news, with a similar impact as how Prince William or Harry might generate. He had a tremendous impact on President Obama who referred to him as the most popular Canadian ever. Trudeau is making most of the top 100 most influential lists.

Here’s the type of Prime Minister we have here in Canada, as he welcomes Syrian refugees at the airport.

 

 

 

And now Trudeau is literally selling Canada.

Tourism Canada has caught on to Trudeau being one of their bigger assets to re-positioning Canada as modern, hip, cosmopolitan and accepting, hoping to attract tourists from around the world. Especially those Americans feeling disenfranchised by the current political climate in the US Presidential race. Recently, the Canadian visa website has been flooded with download requests.CO-Truedeau04.JPG

Research shows that tourism is up 8.5% for Canada, and about 1 in 10 Americans have considered a vacation to Canada, although they have expressed concerns about potential cold weather and the perceived lack of urban sophistication. Both of these are misguided stereotypes. Just so everyone knows, Vancouver weather is identical to Seattle (both rarely ever get snow) and Toronto is just like Chicago or Boston (a mix of snow in winter and heat in the summer). As for urban sophistication, Canada has a very urban population (80% of Canadians live in urban areas), and Toronto is the 4th largest metropolitan area in North America. Those who visit talk about how clean Canada is, how safe they feel and how friendly the people are. Many of the Canadian cities are consistently rated as some of the best cities in the world. We have some of the greatest natural beauties in the world, with the Rockies of the West or Newfoundland of the East.

Below is a new Canadian tourism video, prominently featuring Trudeau, that was just released by Destination Canada. He nails some all the key talking points, showing our culinary sophistication, talking about the diversity of Canadians and just showing a very casual coolness that feels different than a politician would normally project themselves. He even talks about a consumer insight that I’ve always been fond of: “Canada has such a beautiful diversity, that it is one the only places where you can’t tell who is local and who is a tourist”. Have a look, and see if this guy is more casual and at ease with people than Obama or Bill Clinton or Tony Blair.

 

 

Now whether this type of low-key casual spot is enough to drive tourism sales in Canada, we likely can expect Trudeau’s next 5 years as Prime Minister will continue to drive intrigue and knowledge of the new emerging Canada. Below is a YouTube clip of Trudeau (a former teacher) explaining Quantum computing–and my guess is that most views are not to learn more about computers.

 

 

 

Would you consider traveling to Canada?

 

To read more about brand positioning, here’s a workshop we run:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands. 

Positioning 2016.112

 

Share this with your network of MarketersShare on LinkedInShare on FacebookShare on Google+Tweet about this on TwitterEmail this to someonePrint this page

Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award.

Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics.

Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

Comments: have your say

Related Posts

Beloved Brands Explained

Brands must evolve their strategy as they move from the rebel brand to the power player brand

Share this with your network of MarketersMany brands start in a garage, in someone’s mind or discussed over the kitchen table.  To break through, the new brands must use a rebel brand strategy that go Read more…

Beloved Brands Explained

How to win the competitive battle for your consumer’s heart

Share this with your network of MarketersA competitive brand strategy finds a space in the marketplace that your brand can win over and own. You must decided if you will position your brand to be Read more…

Beloved Brands Explained

Non-Marketing people really need to stop defining what marketing people do.

Share this with your network of MarketersI suppose that everyone who has a TV and can critique Super Bowl ads or those with a Twitter account thinks they can now say they are a marketer expert. Read more…