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2004 MasterCard Canada Priceless Index reveals Canadians’ plans for Canada Day and Priceless Canadian Landmarks

Toronto, ON, June 30, 2004 – Tomorrow is Canada Day, and to help set the patriotic mood, MasterCard Canada released more results from its third annual MasterCard Canada Priceless Index, a national survey of Canadians on their values, habits and plans for Canada Day. The survey reveals that Canadians plan to spend the holiday with family and friends; they can’t stand the bugs; and the Parliament Buildings are the most priceless Canadian landmark.

Plans for Canada Day
Canadians believe Canada Day is an opportunity to spend the time with loved ones: almost half of Canadians (47%) reveal the most priceless way to celebrate Canada Day is being with family and friends.

  • According to the survey, spending time with family and friends is and remains the number one preferred way to spend Canada Day – up slightly from 2002 (41%.)
  • And while fireworks (15%) holds second place for Canadians, Quebeckers use July 1st as a chance to catch up on sleep, with almost one in five (19%) saying they plan to sleep in or relax this Canada Day.
  • It’s party time! In third place, 14 per cent of Canadians report a party/having a drink is the most Priceless way to celebrate their country’s birthday.
  • Other Canada Day activities named by respondents ranged from watching TV to going to cottages, camping, and exercising.

Take me out to the Ball Game
With hockey now on the bench until next October, Canadians need to find another sport to occupy their time. When asked what the most priceless Canadian summer sport is, one quarter (26%) say baseball.

  • Baseball holds the lead across all age groups and all provinces, and though a few laps behind, swimming (12%) is in second place nationally, followed by soccer (11%) in third place.
  • Golf (12%) took second place for those in the 60+ age group.
  • Quebeckers created a blip on the charts, with 11 per cent citing biking as a priceless summer sport, though still behind soccer (18%) and swimming (13%.)
  • In Western Canada, football (13%) scores a touchdown, holding second place ahead of swimming (10%.)

“It’s summertime, and we all look forward to the extra couple of days away from the office,” said Kevin Stanton, President, MasterCard Canada. “Whether it’s Canada Day, or making the best use of leisure time, the 2004 Priceless Index reveals that each year, more Canadians value their time with loved ones. If given the opportunity, Canadians jump at the chance to spend their time with family and friends.”

A visit to the Parliament Buildings this Canada Day?
With Canada Day and Canadian pride on their minds, Canadians voted the Parliament Buildings as Canada’s most priceless national landmark.

  • One quarter (25%) put the Parliament Buildings in first place, followed by the Rocky Mountains/Banff (15%) and finally, with 13 per cent support, Niagara Falls held on to third place.
  • The 18-29 age group felt the CN Tower (17%) was deserving of second place, putting it ahead of the Rocky Mountains (14%.)
  • Quebeckers were most in favour, with almost half (45%) voting the Parliament Buildings as a Canadian icon. Ontarians (19%) believe that Niagara Falls holds the prize, and not surprisingly, Western Canada (25%) nominates their Rocky Mountains/Banff as the most priceless Canadian landmark.

Bring on summer, but keep the bugs away!
The days are longer, the weather is warmer and the bugs, they are a biting! When asked what they dislike most about Canadian summers, almost one-third of Canadians complain about the bugs!

  • Almost one-third (32%) whine about biting bugs (black flies, mosquitoes) – with the bug problem worst (39%) among Western Canadians.
  • And while we welcome summer, 18 per cent of Canadians aren’t so happy with the heat waves/humidity that accompanies the summer months. Yet, in third place, 12 per cent say the summer is just too short!
  • Atlantic Canadians are more concerned with the summer being too short (23%), than they are the heat/humidity (9%.)
  • In Quebec, rain draws complaints from 10 per cent of Quebeckers, and stands in third place behind the heat/humidity (26%.)

Note to editors: Regional data available upon request.

  • Quebecers put their teams in front with the Habs taking more than half of the votes (54%), followed by the Alouettes (9%.)
  • Hab fans also reside in Western Canada, with 21 per cent of Western Canadians identifying the Canadiens before the Leafs (14%) as priceless Canadian teams.

The 2002 Olympic Games had a lasting impression on Canadians, with more than one quarter (27%) citing the Men’s, Women’s or both Gold Hockey medals as the most priceless moments in Olympic history.

About the survey
This national survey of 2,000 Canadians 18 years of age and over was carried out by telephone between April 26 and May 7, 2004 by Environics Research Group on behalf of MasterCard Canada. Results to a survey of this size can be considered accurate to within plus or minus 2.2 percent, nineteen times out of twenty.

About MasterCard International
MasterCard International is a leading global payments solutions company that provides a broad variety of innovative services in support of our global members’ credit, deposit access, electronic cash, business-to-business and related payment programs. MasterCard International manages a family of well-known, widely accepted payment cards brands including MasterCard®, Maestro® and Cirrus® and serves financial institutions, consumers and businesses in over 210 countries and territories. The MasterCard award-winning Priceless® advertising campaign is now seen in 96 countries and in 47 languages, giving the MasterCard brand a truly global reach and scope. For more information go to

MasterCard Canada Contacts:

Tina Gladstone
Environics Communications