One + February 2011 - (Page S6)

U B THE Country Strong CANADA WAS RECENTLY NAMED THE NO. 1 COUNTRY BRAND IN THE WORLD, RISING FROM 12TH PLACE JUST FOUR YEARS AGO. The ranking is based on the Country Brand Index (CBI), which identifies emerging global trends in the world’s fastest-growing economic sector—travel and tourism—and examines how countries are branded and ranked in a variety of categories. Canada moved from 12th place to 6th place between 2006 and 2007 after launching its “Canada. Keeping exploring” brand. It held the second-place spot in 2008 and 2009, then played host to the 2010 Olympic Winter Games and moved ahead of the U.S. in the CBI ranking. “Several years ago, the Canadian Tourism Commission (CTC) set out to refresh Canada’s tourism brand in anticipation of being on the world stage in 2010,” said Michele McKenzie, CTC president and CEO. “We believed that— with the right strategy—a legacy of the games could be more interest in Canada as a travel 6 destination, and ultimately more visitors.” The CBI, conducted by brand consultancy FutureBrand, includes categories such as best country to travel to, best country that showcases its historic assets, best place to extend a business trip to, most environmentally oriented and most friendly locals. The index incorporates global quantitative research, expert opinions and relevant secondary sources for statistics that link brand equity to assets, growth and expansion. One of Canada’s historic assets is the St. Lawrence Market. Scan the tag with your smart phone to see what makes it special. one+ 02.11 SUPPLEMENT

Table of Contents for the Digital Edition of One + February 2011

One + February 2011
Energy of Many
The Productivity Cloud
MPIWeb Connect
Events for Life
Gateway to the Future
Top Spots
It Was Not Interesting
The Wrong Words
Up to Snuff
That’s Enough Facebook
Super Foods to the Rescue
Shoring Resources
Jack and Smoke
Accidentally on Purpose
Staying on Top of Tech
The Joy of Work
Plan to Run
Productivity on the Go
Angel of the Favelas
Your Community
Making a Difference
Until We Meet Again
MPI’s 2011 Meeting Guide to Canada
Banff Centre
Ottawa Tourism
Tourisme Montréal
The Buzz
InterContinental Canada
Caesars Windsor
Vintage Hotels
The Great Green North
Whistler, British Columbia
Meetings and Conventions Calgary
Scotiabank Convention Centre

One + February 2011