When you live in Canada your whole life, it can be difficult to know what it’s like for someone who’s never been here before. But after we did a little research (and by “we” I mean our strategists), we found that what we think is ordinary, tourists consider incredibly extraordinary. Breathtaking scenery while you’re filling up gas? Normal. People who will go out of their way to push you out of the snow? Happens all the time.

We launched the platform with five TV spots, all showing how what’s ordinary to locals is extraordinary to those visiting. We introduced “Canada, naturally” as a new brand line and with it, a tone that was conversational and down to earth, just like Canadians.