Destination Canada has rolled out the next phase of a new brand strategy aimed at bringing more global tourists into its post-pandemic recovery.

The new approach first debuted last month with the “Maple Leave” campaign, where it worked with agency partner Rethink to promote Canada as a stress-free vacation to U.S. travelers looking for an escape on “Blue Monday.”

Now, the organization has launched a more long-term effort with “Open If You Are.” In a 30-second spot and a series of 15-second cut-downs, the campaign directly addresses stereotypes that might prevent long-haul travelers from considering Canada as a vacation destination, like that it’s too cold, it’s too quiet or nothing fun ever happens there. These sentiments are paired with shots from across the country that directly disprove them, be they outdoor beach and biking activities, fine dining in Toronto or parties at Calgary bars and east coast homes.

“Our valued guests want more than a travel experience – they want a space for growth, enrichment and true transformation,” says Gloria Loree, Destination Canada’s SVP of marketing strategy and CMO. “In a world that makes us feel trapped, Canada’s unique blend of openness helps us break free. It’s Canada’s open spaces, open hearts and open minds, that offer the space that travellers crave and will help us as a nation brand stand out in the fiercely competitive travel marketplace.”

The first phase of the campaign will run until April 30, with additional content running throughout the year. Initiative is handling paid media, with assets running in online video, connected TV, social and digital audio.

The strategy is specifically geared to long-haul travelers who might not otherwise consider Canada as a potential destination. Susan Dong, executive director of brand strategy at Destination Canada, told strategy at the time of the “Maple Leave” campaign that the recovery of Canada’s tourism has been “a bit uneven” and primary driven by people traveling within the country. With travel restrictions fully lifted, she said it made sense to begin welcoming international travelers, particularly those from the U.S.

According to Destination Canada, the U.S. is Canada’s biggest inbound market for tourists, and its biggest current opportunity for revenue recovery.

One way Destination Canada is looking to articulate its appeal is through a new partnership with TED. On Thursday, 15 Canadian speakers took the stage at TED’s theatre in New York City, with the recorded versions set for release this spring. The speakers were meant to reflect the different perspectives and ideas coming out of the country, ranging from video game designer Kris Alexander, Indigenous educator Matricia Bauer, architect Michael Green and behavioural scientist Jiaying Zhao.