Destination Canada Invites Americans on ‘Maple Leave’ in Latest Campaign

From a looming recession and rising inflation to the post-holiday wind-down and winter blues - Americans’ stress levels show no signs of receding. The good news is Canada’s National Tourism Organisation is helping Americans take a ‘Maple Leave.’

You’ve heard of sick leave. But Rethink and Destination Canada have invented a new kind of leave: Maple Leave - to escape for a stress-free vacation to Canada.

On January 17th, also known as ‘Blue Monday,’ Destination Canada launched a new :60 second Hero Spot and microsite aptly titled: www.MapleLeave.com to help Americans combat “the saddest day of the year.” 

The brand’s agency of record, Rethink, led the campaign with ideation, creative, strategy, and production, with amplification support from the organisation’s public relations agency, Praytell, and paid media agency, Initiative. Creative execution also included a series of spots airing across broadcast, digital and social, running for four weeks. 

“The world is a stressful place right now and it’s particularly tough in the middle of winter, fewer sunlight hours, holiday bills are due, utilities cost more and the glow of the holidays are fading,” said Gloria Loree, chief marketing officer at Destination Canada. “Now, more than ever, travellers are seeking to de-stress — whether it’s through wellness, the outdoors or culture. Canada as a destination offers the spaces for travellers to connect with nature, passions, and most importantly, themselves, so they can return home feeling renewed.”

‘Maple Leave’ speaks to the number one emotional travel driver: a place to destress for an American target traveller, positioning Canada as the solution when they need a “leave”.

“Creatively, we visualised 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. 

“Mastering a new, authentically Canadian and playful tone was vital to helping the spot stand out in the travel category,” said Cam Spires, creative director at Rethink. 

‘Maple Leave’ is the first piece of work from Destination Canada since the refresh of their brand positioning in 2022. The refreshed brand strategy looks to position Canada as a destination with a unique blend of openness: open spaces, open arms, open hearts, and open minds. That openness allows travellers to break free from a world that falls short on physical and emotional space.

Cam added “In a time when Americans are looking for a break, Canada delivers an explicit message, driving differentiation by demonstrating Canada’s spirit and humour, and bringing levity in a space filled with expected clichés.”

The locations in the spot transport you from coast to coast, from the Free Spirit Spheres in Qualicum Beach, the Sea to Sky Gondola in Squamish, British Columbia, and Érablière du Lac-Beauport in Lac-Beauport, to the Ekionkiestha' National Longhouse in Wendake, Québec, and Peggy’s Cove Lighthouse or 2 Crows Brewing Co. in Halifax, Nova Scotia.