The Edit: Featured Articles

At Common Goal Creative, destination and place marketing is one of the things we know best. We work with towns, cities, villages, shopping centres, chambers of commerce, and Business Improvement Districts to build the kind of content strategy and brand identity that makes a place genuinely compelling o the people who haven't been there yet, and worth returning to for those who have.

At CGC we write copy that reaches people while also keeping Google happy, appeasing the algorithm, satisfying an AI chatbot, and a generative engine that will cite us in its answer. Copywriting's evolved from pure wordsmithry into something more strategic, more layered, and more interesting. We're not just crafting something that reads well anymore. We're writing something that performs across multiple surfaces, for multiple audiences, some of whom are human and some of whom

There was a time, not so long ago, when missing out felt like failure. For much of the last decade, FOMO (fear of missing out) has had a genuine hold on us. We've wanted to know what everyone is doing, where they're travelling, what they're eating, wearing, buying, and experiencing. Social media promised connection, and to a large extent it delivered. We became more informed, more aware, and more connected than any previous generation. Yet somewhere along the way, constant a

Let's talk about the part nobody really wants to hear, but that's also, strangely, the most freeing thing about a professional social media return.

Pre-opening marketing isn't about announcing a date. It's about building a persona so that when you do go live, everything's intentional and cohesive.

It’s National Tourism Week in Canada and I’ve been reminiscing about one of my earliest career roles, working for the Quebec Ministry of Tourism proofreading official publications in both English and French. It was a great gig. At a young age, it was inspiring and it felt like travelling by proxy. I discovered parts of the province I didn’t even know existed, from vast natural landscapes to hidden gems amid the bustle of vibrant Montreal. It was my first real glimpse into how

Branding and marketing are not the same. Confusing branding with marketing leads to inconsistent results. Discover how defining your brand first transforms your marketing performance. Learn how clarity in your brand makes your marketing more effective, consistent, and easier to execute.

Sometimes, the most strategic thing you can do is acknowledge that your brand no longer reflects who you are. That your business has evolved, matured, specialised, and your identity hasn’t caught up.