Can Canada brand itself as well as Australia?
Word is, Canada is looking to Australia for tips on branding the space between its borders.
No duh. Australia is terrific at its marketing, from short music videos that show off expansive vistas, red rocks, beaches, and little girls petting baby kangaroos (video above) to UGG boots and Baz Luhrmann's beautiful (but flawed) epic, to Oz's 'The Best Job in the World' campaign – a campaign that actually sucked in several desirous Canadians.
Canada has hit worth its weight before, but the country certainly lacks the effortless cool of Australia's tourist bugle.
There are some exceptions, but they don't come from one place – not from the government, like they do in Oz – and they often come from independent companies or something equivalent.
Here are a few worth mentioning.
Molson Canadian – The Beer Fridge
The legend of the Canadian passport-only beer fridge grew at this year's Winter Olympics in Sochi, Russia, but Molson has actually been running the campaign for a year or more now. Here's the Indonesia bit...
Canadian expats Jay Onrait and Dan O'Toole then showed the sucker off for their American audience (FOX Sports Live)...
CANADA Explore – Canada Shared by Canadians
The closest thing, maybe, Canada has to the 'There's Nothing Like Australia' video above. It was put together by Canada EXPLORE, which is actually an enterprise from the Canadian government – KeepExploring.ca...
Tom Brokaw Explains Canada to Americans
During the 2010 Winter Olympics, longtime NBC anchor and broadcast legend Tom Brokaw gave American viewers a six-minute rundown of the country to their North, starting with the Peace Arch border crossing in South Surrey, B.C.
It is, perhaps, the finest testimonial Canada has ever produced, and Canada didn't even produce it...
Kassem G – California on Canada
No idea whether this will actually bring people to Canada, but it may drive them out of California. And we could always lap a few of them up.
Molson – 'I Am' Anthem
Of course Molson would make a second appearance... This song is magic.