Branding The Nation

A case study in tourism branding
by the Canadian Tourism Commission

Managers of the #1 country brand in the world!

IABC Ottawa invites you out to breakfast with the people behind the top-ranked country in the world! Meet us bright and early for a presentation on tourism branding by Greg Klassen, Senior Vice-President, Marketing Strategy and Communications, from the Canadian Tourism Commission (CTC). You will learn how the CTC leverages its unique brand, ranked #1 in the world, to gain a competitive advantage for Canada’s tourism industry.

The forces of complexity, technology, and globalization are accelerating change and increasing volatility. Canada’s tourism brand competes vigorously with unique, exotic and off the beaten track destinations from around the globe, in one of the world’s fastest growing industries. And for the second year running, Canada has been ranked the #1 country brand in the world.

Gaining a competitive advantage is now, more than ever, about harnessing these challenges and turning them into opportunities. Learn from the people who do it best!

Friday, November 25, 2011
Metropolitan Brasserie and Restaurant
700 Sussex Dr, Ottawa

7:45 – Registration/Breakfast
8:15 to 9:00 – Presentation
9:00 to 9:30 – Q & A

A late registration fee of $10 applies in the final two days before the event.

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