Case Study: Trans Canada Trail rebuilds brand awareness and donor appeal with theturnlab

Trans Canada Trail boosts brand affinity with theturnlab, with over 50% of users preferring the restored name

The customer, Trans Canada Trail, faced significant brand confusion and low awareness following a 2016 rebrand to "The Great Trail." They hired the vendor, theturnlab, to study the impact of this change and develop a new brand strategy to better appeal to both users and donors.

The solution from theturnlab involved changing the name back to the well-recognized Trans Canada Trail and creating a new brand strategy centered on “Find Common Ground.” This included a national "Ode to The Trail" ad campaign and a new, accessible (WCAG) website. The vendor, theturnlab, delivered proven strategic and executional excellence, with over 50% of Trail users confirming the original name best reflected their view of the trail.

Trans Canada Trail