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

Over 50% of Trail users felt the name “Trans Canada Trail” best reflects how they think about the trail.

the execution

(oh hello, gorgeous new logo and all the trimmings)


and a website that’s both WOW and WCAG

Visit for the full experience

the campaign:
Ode to The Trail

(what’s a new brand without one)

campaign translation into French is just, well... n’avoir rien d’exceptionnel

“The Trail makes me feel proud to be Canadian.”

– survey respondent

the results

it’s all about the results

“Our organization aspires to be a leading and connecting voice for the Canadian outdoors. Our national scope, which spans all provinces and territories, requires a partner that could lead our marketing initiatives with proven strategic horsepower and executional excellence. We found just that in theturnlab.”

– Eleanor McMahon, President & CEO, Trans Canada Trail