Canada invites Americans to take ‘maple leave’ in new tourism campaign

Forget sick leave, because Canada has come up with a new type of leave: “maple leave,” which anchors a new campaign encouraging Americans to take a stress-free vacation to their neighbors to the north. The multichannel ad blitz for Destination Canada, a government-owned group that supports the country’s tourism industry, was developed by agency Rethink and Toronto-based production company Skin and Bones. It also received additional amplification via public relations shop Praytell and media agency Initiative. “Now, more than ever, travelers are seeking to de-stress,” said Gloria Loree, chief marketing officer at Destination Canada, “whether it’s through wellness, the outdoors or culture. Canada as a destination offers the spaces for travelers to connect with nature, passions, and most importantly, themselves, so they can return home feeling renewed.” With a 60-second hero spot running across broadcast, digital and social media, the “Maple Leave” campaign positions Canada as “a breath of fresh air in a world full of stress,” as one actor shouts from a rocky outcrop beside the Atlantic Ocean. “Creatively, we visualized the spot to look like a Canadian postcard inviting people to visit. We intentionally used the 4:3 ratio to stand out in the category and ensure that the spot felt friendly, nostalgic and open,” said Grace Cho, creative director at Rethink. It makes use of a number of well-known and scenic locations throughout Canada, including Peggy’s Cove, a small fishing village in Nova Scotia famed for its white-and-red lighthouse; the Sea to Sky Gondola in Squamish, British Columbia, north of Vancouver; and Érablière du Lac-Beauport, a “sugar bush” (Canada-speak for a maple syrup farm) in Quebec. “Maple Leave” was purposely timed to launch on Tuesday, Jan. 17, one day after “Blue Monday,” often used to describe the third Monday in January, which some have unscientifically cited as the so-called “saddest day of the year.” The spots had a four-week run. In addition to its video components, the campaign also included a dedicated microsite aimed at visitors to the county, which includes province-by-province tourism resources, links to custom listicles and travel stories such as “10 must-visit spas in Canada,” and details for those who are interested in visiting the exact locations in the ads. “Maple Leave” is the first piece of work from Destination Canada, formerly known as the Canadian Tourism Commission, since it undertook a brand refresh in 2022.

Canada invites Americans to take ‘maple leave’ in new tourism campaign

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