In the design of the toolkits special efforts have been made to lower the barriers of access and to present the content in such a way that it also appeals to persons without an economic or management training background. The toolkits also pay specific attention to practical implementation, so that users can rapidly apply the acquired knowledge to day-to-day operations. It also offers ideas on how to incorporate the brand essence of Canada into the users' own advertising and promotional materials, supported by numerous illustrations and supporting material. Accessible and hands-on, this toolkit touches upon very practical elements of branding in tourism.