Trans Canada Trail

Helping Canadians and visitors fall further in love with Canada through the longest recreational trail network in the world

The Trans Canada Trail is the longest recreational trail in the world and plays an important role in connecting us to the outdoors, to each other, and to better health and well-being. But in 2016, in an attempt to reach a wider audience, a decision was made to rebrand the name of this Canadian treasure to The Great Trail, resulting in brand confusion and low awareness. In 2020, we were tasked to study the impact of this rebrand and develop a brand strategy to appeal to both users and donors.

welcome to our lab

first, we dig deep

then, we unearth insights

No affinity for the new name
Canadian pride is a primary reason for brand affinity

unique challenge, unique solution

Change the name back to Trans Canada Trail
Brand strategy to tell a new story for the Trail as a place for all to “Find Common Ground”
National ad campaign dubbed “Ode to The Trail” that included TV, digital, social media, print and out-of-home