More than a laundry list

There’s lots of chat on blogs this weekend about Canadian slam poet Shane Koyczan’s performance at the Winter Olympics Opening Ceremony of his poem “We are more”. It begins “Define Canada …”, extolls the glorious tapestry of his homeland, includes the lines “more than a laundry list of things to do and places to see” [wouldbe destination marketers take note …] and ends with “we are the true North, strong and free – and what’s more we didn’t just say it – we made it be!” Interesting to note that this moving and rousing anthem is also a great piece of destination marketing … it was commissioned by the Canadian Tourism Commission.