10 October, 2023

We’ve Launched Our “Made To Be On” Campaign, Celebrating the Spirit of Connection, Community and Adventure

A new national story map invites Trail users to share their adventures #OnTheTrail

We’re thrilled to announce the launch of our inspiring and engaging Made To Be On campaign. We’re inviting everyone to discover (or re-discover) the Trail that connects us all, highlighting the beauty and accessibility of the Trans Canada Trail – it’s made to be on!

The Made To Be On campaign emphasizes that the Trans Canada Trail is often right in your backyard – 80 per cent of people in Canada live within 30 minutes of the Trail. The campaign, which features Trail users from across the country, illustrates how we are all connected by the Trans Canada Trail. The campaign was developed in partnership with Toronto-based marketing and consulting specialists, The Turn Lab, who led creative development, stills and motion production, and media planning and buying.

We encourage everyone to add their photos to our #OnTheTrail story map. Share your local Trail photos and stories, illustrating the diversity of the Trail, and be automatically entered in our #OnTheTrail contest.

Connect with your community and share your Trail experiences 

Here’s how you can participate in our campaign: 

1. Contribute to the interactive story map: Upload your photo from the Trail, add a caption and pin it to our #OnTheTrail story map. This interactive story map showcases the diverse and awe-inspiring trail experiences from people across the country.  

2. Share your Trail experience: Share your Trail story on social media using the hashtag #OnTheTrail and #TransCanadaTrail. Whether you’re walking, rolling or simply taking in the beauty of nature, your moments on the Trail can contribute to a national story.  

By contributing to the #OnTheTrail story map or sharing a Trail experience on your social media channels, you’ll automatically be entered in a contest to win weekly prizes from Trans Canada Trail, Columbia Sportswear and The Great Canadian Sox Shop.  

“The yellow ribbon at the centre of this campaign is a beautiful symbol for the Trans Canada Trail, and how it connects diverse communities and Trail users across Canada,” says Meghan Reddick, Chief Communications & Marketing Officer at Trans Canada Trail. “The Trail serves as a critical part of Canada, a national unifier connecting the country. No matter who you are, or where you live in Canada, we want you to know that the Trail is made to be on – it’s made for all of us.”  

Trail users – and trails – from coast to coast to coast 

The campaign features Trail users from across Canada, including:   

Aedon Young, writer in Newfoundland  

Avery Cardinal, from Saddle Lake Cree Nation, Alberta  

Bruny Surin, Olympic gold medalist in Quebec  

Faye Rauw, choreographer and dancer in Ontario  

Félix Boivin, skateboarder in Quebec  

Grace Diamani, trail user from Ontario  

Gurdeep Pandher, Bhangra artist and influencer from Yukon  

Jean-Michel Boulanger, skateboarder in Quebec  

Johanna Sö, violinist and singer-songwriter in British Columbia  

Lisa Franks, paralympic gold medalist in Saskatchewan   

Yellow Line

The campaign was filmed on the following sections of the Trans Canada Trail:  

Capital Pathway, between Ontario and Quebec  

Dawson City Trails, Yukon  

East Coast Trail, Newfoundland and Labrador  

High Rockies Trail, Alberta  

Lachine Canal National Historic Site (Lachine Canal Path), Quebec  

Martin Goodman Trail – a section of the Great Lakes Waterfront Trail, Ontario  

Meewasin Trail, Saskatchewan  

Stanley Park, British Columbia  

Find out more 

Watch the “Made To Be On” video

Explore the #OnTheTrail story map