Canadian Pacific: Creating a Brand, Building a Nation

The history of Canada is inseparable from the history of Canadian Pacific. The company’s advertising and publicity strategies and their influence on the country’s perception can be regarded as a very early example of the concept of nation branding. The deep interdependence between a private company’s economic and strategic interests and a newly formed nation’s identity makes this arrangement unique.

Canadian Pacific not only built the nation’s first transcontinental railway, a prerequisite for Canada’s political unification in the 19^th century; it quickly expanded to become the world’s largest transportation conglomerate that for many decades formed the backbone for Canada’s economic development. Efficient railroad and global shipping services were complemented by numerous activities that attracted immigrants and tourists to Canada, including the famous landmark hotels designed in what is now referred to as Canadian Chateaux Style: Chateaux Frontenac, The Banff Springs Hotel, Chateaux Lake Louise, and many others. A distinct Canadian national identity was still in its infancy in the 19^th century, and various stereotypes linked with Canada today are the direct result of decisions made by the designers and artists whose work is portrayed in the book and by Canadian Pacific’s executives. In the context of these identity building processes the book showcases the significance of commercial art and advertising pointing far beyond their trivial function as promoters of a commodity or service.

Author Marc H. Choko’s concise and compelling narrative is brought to life by more than 600 carefully selected historic photos, illustrations and documents that mirror Canadian Pacific’s widespread activities and unusually diverse clientele, ranging from the adventurous travelers of the late 19^th century to immigrants in search of a better future, from wealthy cruise passengers to big game hunters, from outdoor enthusiasts to airline customers starting in the 1940s.

No expense has been spared to digitalize, restore and reproduce this critical part of Canadian design history. Readers see all the images in an unprecedented quality as close to the period originals as possible. The book was designed by Yvonne Quirmbach, an internationally recognized art book designer.