We partnered with Destination Canada and FT Longitude to create The Laws of Attraction – an event designed to equip tourism professionals with insights, tools, and strategies to position Canada as a leading destination for high-value travellers.
As global tourism becomes increasingly competitive, attracting high-value guests requires more than showcasing destinations – it demands a deeper understanding of motivations, behaviours, and expectations.
There was an opportunity to translate research-led insights into something engaging and actionable for industry professionals. The challenge was to communicate complex ideas in a way that felt inspiring, accessible, and memorable – while reflecting the emotional pull of travel itself.
We created a central film that brings the three Laws of Attraction to life – combining animation with striking location footage from across Canada. Each “law” distils key insights into clear, engaging principles, helping tourism professionals understand how to better connect with and tailor experiences for high-value guests.
The visual identity is built around a vibrant colour palette with a subtle sense of romance – reflecting the idea of attraction, connection, and desire that underpins travel decisions.
The campaign was designed to be fully bilingual, ensuring accessibility for both English and French-speaking audiences. The film and supporting collateral were rolled out across national events and digital platforms, including the Destination Canada website – creating a cohesive and impactful experience that bridges insight with inspiration.
We partnered with Destination Canada and FT Longitude, the research arm of the Financial Times, to design an event titled ‘The Laws of Attraction’. The event invited tourism industry professionals to gain intelligence, tools and resources to promote Canada as an ideal destination for high-value guests.
We created an overarching film, highlighting the x3 Laws of Attraction – which are brought to life with a mixture of animation and incredible location-footage. The three laws focus on how the travel industry should leverage to connect with high-value guests and ensure that every trip is tailored to their needs.
We chose a vibrant colour palette with a hint of romance – reflecting the attraction element of the event.
The Laws of Attraction collateral caters for both English and French speaking audiences, with the film viewed at national events all over Canada, as well as being featured on the Destination Canada website.
