Vancouver 2010 helps Canada top country brand index 08/11/2010 |
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Canada has leapfrogged the United States to become the world's number one country brand thanks in large part to the 2010 Vancouver Winter Olympics.
The ranking, from the Country Brand Index by FutureBrand, illustrates the benefit of hosting a major sporting event and will not have gone unnoticed in London as it prepares to stage the 2012 Summer Games.
Michele McKenzie, president and chief executive of the Canadian Tourism Commission (CTC), said: "Several years ago, CTC set out to refresh Canada's tourism brand in anticipation of being on the world stage in 2010.
"We believed that – with the right strategy – a legacy of the Games could be more interest in Canada as a travel destination, and ultimately more visitors.
"The CTC and our partners seized the once-in-a-generation opportunity provided by the Games to showcase Canada's tourism brand internationally."
Vancouver 2010 officials claim as many as 3.5 billion viewers worldwide tuned in to watch the Olympics, which took place in February.
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