November 11, 2008 (Vancouver, BC) – In just two short years, Canada has jumped from the world’s 12th most respected country brand to No. 2. The ranking comes from the Country Brand Index by FutureBrand of New York, NY.

The Canadian Tourism Commission (CTC) will be present at the official announcement tomorrow in London, England at the World Travel Market (WTM), one of the world’s largest travel, trade and media showcases.

FutureBrand ranked Canada No. 12 in 2006; last year, No. 6; and for 2008, Canada hit No. 2, while Australia took the top spot. “It’s proof the ‘Canada. Keep exploring’ tourism brand, developed four years ago in collaboration with Canada’s tourism sector, is sound, solid and working,” said Michele McKenzie, CTC president and CEO.

The FutureBrand ranking comes on the heels of other significant brand recognition-the influential Lonely Planet guide book publisher recently named Canada one of the Top 10 Countries for 2009, describing it as a place of “life-changing experiences, festivals and events, and cosmopolitan, cultured and foodie-filled cities.”

The CTC is at this week’s WTM to roll out its 2009 global marketing strategy, which focuses on inspiring travellers to choose Canada as their next vacation destination. CTC is showcasing the emotion of real travellers having profound personal Canadian travel experiences, and is bringing these to life in its first-ever global TV and internet campaign.

The centerpiece is a series of video clips shot by actual visitors to Canada. Great moments include an adventure-seeker “ziplining” above a raging creek in Whistler, BC-home to several events during the Vancouver 2010 Olympic and Paralympic Winter Games , and awestruck nature lovers watching a collapsing iceberg off Newfoundland. The CTC has started airing the 15-second clips as broadcast TV spots and online videos in selected markets. The videos are designed to “create a movie about Canada” in the viewers’ minds.

“This new strategy captures the spirit of the Canadian travel experience-it’s personal, engaging and informal, and it’s at the heart of our tourism brand,” McKenzie said.

The Canadian tourism industry will be the greatest beneficiary of the Vancouver 2010 Olympic and Paralympic Winter Games when more than 3 billion viewers around the world tune in. With a $26 million federal investment, the CTC is leveraging the international exposure to drive tourism to Canada through innovative strategies such as this 2009 campaign.

Said McKenzie: “Exposure like this comes only once in a lifetime; collectively with our tourism industry, we will take Canada from cold to cool-and show the world that this is where great stories happen, and the time to visit is now.”