What We're Missing: Canadians Overlook Inspiration in their Own Cities

What We're Missing: Canadians Overlook Inspiration in their Own Cities 
American Express Canada research reveals Canadian hotspots for inspiration 
MARKHAM, ON, July 9, 2014 /CNW/ - When it comes to finding inspiration for our 
passions and interests, 98 per cent of Canadians agree that exploring our own 
cities or home towns is a great place to start. And while nearly 80 per cent 
believe they would be happier if they were able to get a daily dose of 
inspiration, the vast majority (76%) admit they've only explored half of their 
cities - or less. This research comes from a global study commissioned by 
American Express, which surveyed people in Canada, Australia, Mexico and the 
U.K., to discover their sources of inspiration. 
From all corners of the country, Canadians agree that unexpected and 
surprising places - like tucked away courtyard gardens— tend to spark 
inspiration more than traditional tourist landmarks (44% versus 15%). And over 
a quarter (27%) state they have their own personal havens they like to go to 
for inspiration; in Vancouver, that number jumps to 33 per cent. 
"At American Express we want everyone to untap the potential of the places 
they live and enrich their lives by doing what they love," says David Barnes, 
Vice President, Advertising and Communications, American Express Canada. "We 
recognize that this isn't achieved just through transactional experiences - 
there are wide ranges of ways in which this can be done." 
According to the research, more than half of those surveyed (53%) admit that 
they have become stuck in their comfort zones, with 42 per cent saying they 
are generally too busy to actively explore, so they stay in their local areas 
and just visit the same places. Part of the reason for being stuck in these 
comfort zones hinges on what we do while we're travelling around our cities. 
More than a third (35%) take the same route to work every day, more than a 
quarter (27%) use their smart device to play games, use apps or check email, 
and another 35 per cent block out the sounds of the city by wearing headphones 
or listening to music. 
To help motivate Canadians to seek out their own desired city spots, American 
Express Canada is working with bloggers and residents of Vancouver, Calgary 
and Toronto to encourage them to uncover the true potential of their cities. 
Beginning on July 9, 2014 American Express will call out to Canadians through 
their Facebook and Twitter channels along with help from select bloggers in 
Calgary, Vancouver and Toronto, asking them to reveal the hidden gems in their 
cities where they go to feel inspired.  Once collected, specially crafted maps 
showcasing the different points of inspiration will be released to help other 
city residents make new discoveries: from finding the perfect spot to read by 
Toronto's Grenadier Pond to exploring Vancouver's Gas Town for fashion 
inspiration to listening to Stephen Avenue's buskers in Calgary. 
"We spend our days talking about what's happening in Toronto, and yet we're 
constantly surprised and inspired by new and interesting spots in the city," 
says Bryan Brock, 1 LOVE TO. "We're happy to work with American Express to 
encourage Canadians to dig into what their cities have to offer and embrace 
the idea of being inspired." 
About the Research
The American Express InspiredBy Research was conducted by Censuswide in March 
2014 across four countries - UK, Canada, Mexico and Australia. A total of 
8,000 participants took part in the research from the UK, Canada, Mexico and 
Australia. A representative sample of 2,000 or more people was taken in each 
country, aged from 18 to 60 and with a 50/50 gender split. 
About American Express in Canada 
American Express in Canada operates as Amex Bank of Canada and Amex Canada 
Inc. Both are wholly owned subsidiaries of the New York based American Express 
Travel Related Services Company, Inc., the largest operating unit of the 
American Express Company. Amex Bank of Canada is the issuer of American 
Express charge and credit cards, with outstanding products like the American 
Express® Gold Rewards Card, and the American Express® AeroplanPlus® Gold 
Card. Amex Canada Inc. operates the Corporate Travel and Travellers Cheques 
divisions in Canada. American Express opened its first offices in Toronto and 
Hamilton in 1853 and now employs 3,700 Canadians coast-to-coast. For more 
information, visit AmericanExpress.ca or connect with us at 

SOURCE  American Express 
Kelsey Strickland On behalf of American Express Canada 416-644-2289 
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CO: American Express
ST: Ontario
-0- Jul/09/2014 11:00 GMT
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