Canada is trying to change perceptions of Americans at the home of Mickey Mouse

Tuesday, August 28. 2007

Every so often, you just have to smile...according to surveys, Americans have stronger trust, and loyalty to comic characters than with business and philiosophical thought leaders. A few years ago, a survey proved that educated teens had a higher awareness of Ronald McDonald (the mascott of the fast food chain McDonald's) than with literary figures.

The Canadian Tourism Commission is looking to leverage this phenomenon in changing the way American perceive Canada. Many people south of Canada's border think the northern neighbor is cold, boring, and there is little to do when it comes to travel, except get lost in the wilderness.

Since 1982 guests from around the world have been taken on a tour of beautiful Canadian landscapes and diverse cultures as they watched the film O Canada! in the Canada pavilion at Epcot at the Walt Disney World Resort in Lake Buena Vista, FL. The current film is outdated and actually support the notion that Canada does not have much more to offer than mountain, mountains, and lots of moose. The CTC has partnered with tourism industry partners to invest in a remake of the Canada film, produced by Disney Imagineering.

Instead of cars, clothes and cityscapes, the new film that will launch this fall takes in acrobatic Cirque du Soleil performances and rowdy rodeo action at the Calgary Stampede. Actor Martin Short, a Hamilton, ON native, confronts Canadian misconceptions head-on and demystifies them. Viewers take a journey through a country they thought they knew, but discover Canada is so much more than vast landscapes. The new

Personally, I think it is funny that Americans will go to get travel advice from Mickey Mouse, instead of just visitin the "real thing" - but on the other hand, I personally think that Epcot Center is a wonderful way to get a taste of a lot of countries in one afternoon. Not being biased since I currently work for the Canadian Tourism Commission, I think it wise for any national tourism brand to leverage all possible media channels - online and offline - when it comes to brand building.

I found the current Canada film at Epcot on YouTube (enjoy!), and I also found these enlightening comments on YouTube:

People are so full of it. This was probably my favorite video in Epcot's World Showcase because of its sweeping visuals and it was reliably there every time I went to Epcot. Now, due in part to complaining Canadians, it's gone. Pisses me off.

So what's the problem with this film? I love it. And if I'm ignorant & love it, does that mean once I see the "real" Canada, I'll hate it?

It may be old, but it still portrays a beautiful country. Wouldn't it be best to keep it that way rather than update and show the disaster that country has become?

They have got to update this film from the 70's. It's making Americans even more ignorant than they otherwise would be about Canada.

The new Canada film at Epcot is just one of many initiatives the CTC is taking to reach Americans. Most recently, the CTC and its Canadian tourism partners launched an aggressive print and billboard campaign in New York, Boston and Los Angeles.

Posted by Jens Thraenhart in Canada at 08:51 | Comments (2) | Trackbacks (0)

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Having never been to the Epcot centre, I can't comment on the old film but I can appreciate why we (Canadians) would want to update the film. Having lived in the US Mid-west I can honestly say that the American preconception of Canada is badly skewed by popular media. I think we should be focusing on what makes Canada different, but not different enough to be scary. I would like to see more of a focus on experiences rather than the destinations. More attention paid to people rather than places. The younger demographic (especially) is going to be looking for exciting and rewarding experiences rather than going somewhere just to see the landscape.

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#1 Stephen Joyce (Homepage) on 2007-08-28 13:54 (Reply)

Living in Nova Scotia we need the extra boost that the CTC can give us. Sure, I liked the old video but put yourself in the boots of an American who thinks the world ends at the 49th parallel. Because, unfortunately, we have to train our U.S. friends about our country one video at a time.

Comment (1)

#2 Kim Kinrade (Homepage) on 2008-01-14 16:51 (Reply)

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