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As Canada hosted world leaders for the G-8 and G-20 summits, thousands of international media chronicled developments at the summits for audiences around the world. This offered a unique opportunity to draw international media attention to Canada’s many strengths as a destination for business, investment and tourism. Set up in the G-8/G-20 International Media Centre where journalists worked for much of the two summits, the Experience Canada pavilion was designed to showcase Canada through compelling images, interactive displays and access to experts who could elaborate on Canada’s valued attributes as a modern and innovative country. This information could be used for international print and broadcast stories about Canada. Although the International Media Centre was accessible to accredited media only, an online version of the Experience Canada corridor is available at www.vg20net.org.

The experience

Guided by an extensive consultation process, Experience Canada was organized into three areas or experience zones. Each zone included a representation of the local natural landscape or cityscape, interactive experiences and informative audiovisual displays. Within these zones, there was additional programming such as food tastings, exhibitor displays and FIFA World Cup soccer matches on the big screen.

Northern Ontario Oasis

Inspired by the pristine beauty of Canada’s Muskoka region, the Oasis featured a representation of a natural setting typically found in the region. An inviting dock and Muskoka chairs were nestled by a tranquil water feature that opened onto an audiovisual display offering breathtaking views of the Northern Ontario landscape and recreational activities.

The Bridge

The Bridge was a multipurpose space linking the Oasis and the Cityscape. Interactive information kiosks were accessible to media, who could also download complementary High Definition video, photographic and textual material that would help support their G-20 stories.

World Cup soccer matches and a cross-Canada tourism montage were presented on large screens in High Definition. Live feeds of certain segments of the G-8 and G-20 summits were also displayed on monitors.

Cityscape

The Cityscape showcased Canada’s leadership in investment, innovation and financial stability. Constructed out of innovative digital technologies, such as Christie Digital MicroTiles, the city towers became the backdrop for an audiovisual experience that presented Canadian success stories in innovative sectors such as cleantech and life sciences. Several Canadian companies were highlighted through interactive exhibits, including a 4D theatre.

About the designer

After a comprehensive consultation process, Lord Cultural Resources of Toronto won the bid to develop, design and implement Experience Canada. Lord Cultural Resources led the creative and program development for the renowned Ontario House at the Vancouver 2010 Winter Olympics.

Environmental considerations

Environmental considerations, such as energy efficiency, recycling and reusability, were taken into account in the design of Experience Canada. Every effort was made to limit the amount of paper used in the exhibit. Many of the products used in it were donated or rented and were returned to their owners for re-use. Approximately 90% of the products used in the delivery of the exhibit was local or came from within a 250-km radius of downtown Toronto.

Frequently Asked Questions

To find answers to your questions about Experience Canada, see the Frequently Asked Questions.