By Sergio Pena
At their Web Summit Vancouver session, Karen Pearce, Partner and General Manager at Rethink Vancouver, and Gloria Loree, Senior Vice President of Marketing Strategy and Chief Marketing Officer at Destination Canada, shared the story behind Destination Canada’s brand transformation and the strategic thinking that led to the “Canada, Naturally” platform.
Drawing on their experience leading one of Canada’s most recognizable destination brands, the speakers explored how organizations can create stronger emotional connections in an increasingly AI-driven world, why authenticity has become a competitive advantage, and how brands can move beyond awareness to become a meaningful choice for consumers.
Photo credit: Ramsey Cardy / Web Summit Vancouver / Sportsfile
From awareness to consideration
One of the key challenges Destination Canada was facing was not awareness, but consideration. Research showed that while Canada was highly regarded by international audiences, relatively few travelers were actively considering it as their next destination. The opportunity was not to increase recognition, but to create deeper emotional relevance.
Through research conducted across nine international markets, the team identified a growing desire for authenticity. As consumers increasingly navigate a world of curated content and filtered experiences, the insight that emerged was simple: realness matters.
The thinking behind “Canada, Naturally”
That insight became the foundation of the “Canada, Naturally” platform.
Rather than relying on traditional tourism advertising, the campaign focused on showcasing authentic experiences, real people, and Canada’s natural character. The goal was to position the country as a place where visitors can reconnect with what feels genuine – from its landscapes to its communities.
The speakers emphasized that strong brands are built by standing for something meaningful, rather than simply trying to stand out.
Technology, trust, and brand-building
The conversation also explored how technology is changing the way people discover destinations and make decisions. While AI and digital platforms are creating new opportunities for discovery, the speakers argued that trust remains one of the most valuable assets a brand can build.
Strategic partnerships with trusted platforms can help brands become more relevant throughout the customer journey, but technology alone cannot create emotional connection. As the presenters noted, AI may influence how brands are found, but it cannot determine how they are chosen.
Key takeaway
The discussion reinforced a clear takeaway: in a marketplace increasingly shaped by technology, brands still need a human foundation.
For Destination Canada, that meant focusing less on promoting places and more on delivering a feeling rooted in authenticity and connection. The brands that stand out will be those that build trust, create emotional relevance, and consistently deliver on the promise they make to their audiences.