TED @ DestinationCanada
Opening the door to Canada with TED
CATIE OWEN SPOKE TO THREE OF THE 14 REMARKABLE CANADIANS WHO TOOK PART IN TED @ DESTINATIONCANADA , THE FIRST PARTNERSHIP OF ITS KIND
I n February 2023 , tourism organisation Destination Canada announced its new global brand strategy , themed ‘ Openness ’. The destination kicked off the campaign with a bang by partnering with the renowned TED non-profit organisation – TED ’ s first partnership of its kind .
Internet denizens will be familiar with the famous stage – a giant TED sign framing a spot-lit speaker – making the partnership a no-brainer for brand awareness . Under the event ’ s theme of ‘ OPEN ’, TED @ DestinationCanada planned to bring together Canada ’ s biggest thinkers with the brightest ideas .
Prior to the event , Marsha Walden , CEO of Destination Canada , described the organisation ’ s aim in the partnership : “ Not only will this platform help differentiate us , but it will also reposition Canada as a destination for innovative thinking , change making and , ultimately , travel being a force for good .”
Organiser Gloria Loree , CMO at Destination Canada , explains that it was up to TED to professionally review , interview , and select its short list from hundreds of applicants sent over by Destination Canada – resulting in the two organisations platforming 14 remarkable Canadians at the event . CMW spoke to three of the speakers .
“ This platform will reposition Canada as a destination for innovative thinking , and ultimately , travel being a force for good .”
Normand Voyer – molecular prospector For Normand Voyer , a professor at Quebec ’ s Laval University , TED was the ideal place to promote the ‘ molecular treasures of the Great White North .’ Chosen for his ability to explain his expertise in ‘ lay-language ’ and vast experience lecturing to over 65,000 people , Voyer became one of TED @ DestinationCanada ’ s ambassadors for Quebec .
Voyer explains that part of his application process involved providing an abstract of his proposed talk to TED and narrowing down the exact subject . For Voyer , Canada ’ s tourism industry and molecular treasures are intrinsically linked . His work involves studying the fragile Canadian ecosystems , the ‘ wonder drugs ’ coming from its unique flora , and discovering the unique benefits of the Arctic wilderness – which would drastically impact the country ’ s tourism if disrupted .
“ Canada ’ s northern ecosystems are seeing a lot of change and more
ISSUE 124 / CONFERENCE & MEETINGS WORLD / 15