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HomeMy WebLinkAbout03. Brand Platform Finalist - Destination Think Proposal1 and marketing implementation backed by strong research, analysis, and strategy that ensures efficiency and effectiveness at every stage and has decades of experience within North America and overseas. Each project team member brings a unique perspective and set of skills and will be dedicated to the successful development of the tourism rebrand. Destination Think’s work plan intends to ensure you achieve all of your objectives, but we do not intend to do so in a traditional manner. We look forward to sharing the discovery of Place DNA® with you and working together to co-create a world-class destination brand. If you have any questions, please do not hesitate to reach out. WILLIAM BAKKER Chief Strategist, Destination Think The Destination Think team is delighted to respond to the Vail Local Marketing District’s request for a proposal for a new brand platform for the “Discover Vail” brand. We know you are looking for a brand evolution that is more intentional and one you can own on a year-round basis. We also understand that you strive for a brand that aligns with the recent adoption of Vail’s Stewardship Roadmap, demonstrating a commitment to stewardship of the natural surroundings. That excites us! This aligns well with our philosophy that a brand is a reflection, not a creation, and reflects real people and their actual experiences. We believe we can inspire you and your partners through the experience of co-creating a brand with the Destination Think team that resonates with residents, businesses, and visitors alike. To complete the tourism rebrand for Vail, Destination Think has put together a strong work plan and a dedicated group of professionals. Our team provides top-caliber communications DEAR MIA VLAAR, LIZ GLADITSH, AND THE VAIL LOCAL MARKETING DISTRICT TEAM, VAIL LOCAL MARKETING DISTRICT BRAND PLATFORM REQUEST FOR PROPOSAL 2 WE BRING PLACES CLOSER TO PEOPLE Our services and approach are centered around our theory of change — that travel, if managed effectively, can be a force for significant positive impact. We have repeatedly demonstrated that travel has the potential to provide transformational experiences, create economic value, contribute to environmental regeneration, preserve culture, and improve people’s quality of life. Over the past 12 years, we have developed, tested, and refined our methodology and capabilities to provide our destination clients with the success they aspire to. Our destination management philosophy has a simple truth at its root: a place is more than a destination that people visit. It is a place where people live, work, study, and visit. When we engage with a DMO to develop a long-term strategic plan, we are engaging in a collaborative process of placemaking. This goes far beyond a strategic plan to promote a destination — it is an opportunity to shape a region and have a real impact on all the people it touches, from the residents who live there to the visitors passing through. Indeed, we advocate that DMOs step into a destination management mindset, and we structure our strategies to maximize their impact from this positioning. We have extensive experience across all stages of strategic planning that will ensure your strategy is aligned with a holistic placemaking perspective, the latest industry insights, global trends, and market-specific nuances. COMPANY BACKGROUND COMPANY BACKGROUND GLOBAL OPERATIONS, LOCAL INSIGHTS While we maintain offices in Austin, Vancouver, Amsterdam, and Sydney, we operate as a fully decentralized team of 22 full-time employees to provide the highest level of service across time zones. Our team encompasses a broad range of perspectives, and our clients benefit from our teams’ cross-pollination of ideas and insights. PRODUCT AND GEOGRAPHIC MARKET SERVED We are a globally recognized leader in destination marketing and management, having transformed some of the world’s most admired (and off-the-beaten-path) destination brands with solutions that are innovative, useful, simple, and engaging. We have had the privilege of engaging with some of the most iconic destinations across the US, Australia, the South Pacific, the Caribbean, Canada, and Europe, and continue to engage with clients representing diverse products in markets across the globe. 3 COMPANY BACKGROUND EXPERIENCE COMPANY BACKGROUND ݉ Aspen Chamber Resort Association Destination Development Strategy (2022); ݉ Tourism Kelowna Destination Development Strategy (2022); ݉ Travel Oregon Five-Year Tourism Strategy (2021); ݉ Destination British Columbia Brand Discovery for Iconics (2021); ݉ Destination Queenstown Regenerative Tourism Strategy (2021); ݉ Fredericton Tourism Destination Rebrand (2021); ݉ Colorado Tourism Office Niche Regional Tourism Strategies (2019, 2020); ݉ Visit Grand Junction Destination Brand (2020); ݉ Tourism Saskatchewan Restart Marketing Plan (2019); ݉ Tourism Bay of Plenty Regenerative Tourism Strategy (2019); ݉ Tourism Bay of Plenty Resident Engagement Strategy (2019); ݉ Tourism Bay of Plenty Destination Development Strategy (2018); ݉ Visit California Social Media Strategy (2018); ݉ Destination Greater Victoria Destination Brand Evolution (2018); ݉ Colorado Tourism Office Regional Tourism Brands and Strategies (2018); ݉ Auckland Tourism, Events, and Economic Development Brand Strategy (2018); ݉ Ottawa Tourism Brand Strategy (2018); ݉ Wonderful Copenhagen Destination Management Strategy (2017); ݉ Tourism & Events Queensland State-Wide Digital Strategy (2017); ݉ Banff & Lake Louise Tourism Canada 150 Destination Management Communication Strategy (2017); ݉ Tourism Calgary Brand Strategy (2017); ݉ Tourism & Events Queensland Commonwealth Games Social Media Strategy (2016); ݉ Banff & Lake Louise Tourism Event Strategy (2016); and ݉ Ottawa Tourism Five-Year Tourism Strategy (2016). We have had the privilege of engaging with some of the most iconic destinations across the US, Australia, the South Pacific, the Caribbean, Canada, and Europe, and continue to engage with clients representing diverse products in markets across the globe. A sample of our experience with destination marketing organizations includes: 4 WILLIAM BAKKER CHIEF STRATEGIST William will be overseeing the team and leading the research and creation of the brand framework using the DT Compass. William has been a key member of the global tourism industry for over twenty years and is considered an innovator in the world of destination management and marketing. He has an enormous depth of experience in leading his team to deliver world-class destination strategies. William has eleven years of client-side experience at Destination British Columbia, where he was formerly the Director of e-Marketing. He has experience with a wide range of international destination brands, including Ottawa Tourism, Destination British Columbia, Innovation Norway, Visit England, Tourisme Montréal, Tourism and Events Queensland, Destination New South Wales, Palau Visitors Authority, and Visit Flanders, to name a few. Qualifications: William holds a Business and Economics degree from Alkwin College in Uithoorn, the Netherlands SHAWNA LANG CLIENT EXPERIENCE DIRECTOR At Destination Think we believe the client journey experience is of utmost importance. Bringing a passion for collaboration, open communication, and positive energy, Shawna has assumed the most senior role in our Client Experience team. With over 14 years of DMO experience at Tourism Whistler, representing one of the world’s top mountain destinations, in addition to industry experience at a leading hotel group, Fairmont Hotels, and Resorts, Shawna is no stranger to the importance of stakeholder engagement and relationship development. Having recently graduated with a master’s degree in Tourism Management, her drive to make the world a better place through travel is welcomed by the team. Shawna will provide oversight for account management, financial management, planning, and generally facilitating an effective and enjoyable relationship between our organizations. Qualifications: Shawna holds a master’s degree in Tourism Management. ANDREW ROGERS CREATIVE DIRECTOR Andrew is an award-winning designer, film director, and creative director with over 20 years of experience working with companies around the world to achieve their sales, marketing, and brand objectives. Specializing in brand and marketing strategy and identity design, Andrew has held positions as creative lead, both in- house and agency-side in Asia, Europe, the Middle East, and Canada, building his career around key industries such as tourism, real estate development, and outdoor sports. With experience working in both corporate and agency environments, Andrew can determine the best “language” needed to convey creative and strategic ideas to multiple audiences, allowing all stakeholders to feel engaged, understood, and comfortable in the creative process. Andrew has been involved in the brand development for several projects that relate to creative concept development for campaigns and programs including Destination British Columbia, Tourism Abbotsford, Tourism Yukon, Discover Dominica, and Visit Mississauga. TEAM BACKGROUND MITCH MORGAN DESIGN DIRECTOR Mitch is an award-winning designer with extensive experience collaborating with some of the world’s largest (and smallest) brands, including Google, Amway, Lend Lease, The Smith Family, Good Design Australia, and the University of New South Wales. During his time with Destination Think, Mitch has worked with leading tourism brands, including Destination British Columbia, Banff Lake Louise Tourism, Tourism Calgary, Destination Greater Victoria, and many more. Mitch has over three years of experience as Creative Director at Tonic Connective and six years as Creative Director at Australian International Design Awards. He has six years of experience working with Destination Think. Mitch has been involved in the design development for several projects that relate to creative concept development for campaigns and programs including Destination British Columbia, Tourism and Events Queensland, Destination Greater Victoria, Destination Campbell River, Tourism Tropical North Queensland, Tourism Vernon, Banff & Lake Louise Tourism, Tourism Calgary, Toerisme Gelderland, and Visit Southern Norway. COMPANY BACKGROUND 5 TIARA OWENS CLIENT EXPERIENCE MANAGER Tiara will be your primary point of contact and the project manager. Tiara is an accomplished account and project manager, event planner, and nutritional lifestyle strategist. Driven by providing quality work and reaching client goals, she takes pride in providing the best client experience possible. In addition to her experience, she has gained a deep understanding of business marketing, content development, and strategic planning. Tiara has worked for Destination Think for one and a half years. Qualifications: Tiara holds a Bachelor of Science in Interpersonal and Organizational Communication and a Master of Science in Hospitality Management; Project Management Professional (PMP) WHY DESTINATION THINK FOR THIS PROJECT? Summary of 1,000 words or less as to why this project is a good fit for you Destination Think’s sole focus is destination management and marketing. We are a globally recognized leader in destination marketing and management, having transformed some of the world’s most admired (and off-the-beaten-path) destination brands with solutions that are innovative, useful, simple, and engaging. Our unique style of agency combines strategy, research, data, and creative communications services, with storytelling and digital marketing at the heart of our thinking. We have worked with many DMOs to put in place rebranding initiatives that involve working through this pandemic uncertainty, and we believe we are the right partner to create the new tourism brand for Vail. Over the last decade, Destination Think has risen to the pinnacle of the destination marketing and management industry, trusted by many of the world’s leading destination brands. As destination specialists, our methodologies are specifically designed for destination marketing and management. Stakeholder engagement is incorporated into everything we do. We believe that in destination marketing, a brand is the sum of the experiences a place offers plus the stories that people tell about those experiences. For destinations, a brand must reflect the unique character that a specific location offers. That unique character is what we call Place DNA®. It is the essence of a place, all the attributes that make each place on the planet unlike any other. We have a process that can assist stakeholders in identifying the Place DNA® for their destination and, ultimately, help them find the best focus for brand positioning, platform development, visual assets, and related brand guidelines. Destinations across the world have adopted our strategic Place DNA® process as foundational to their tourism and marketing strategies. We have also worked with leading international brands: Ottawa Tourism, Tourisme Montréal, Tourism and Events Queensland, Colorado Tourism Office, Bermuda Tourism Authority, and Visit California, to name just a few. Destination Think also collaborated with Auckland’s economic development and cultural agency, Auckland Unlimited, to uncover Tāmaki Makaurau - Auckland’s unique positioning and narrative. Auckland Unlimited went on to win the prestigious 2020 Place Brand of the Year at the City Nation Place global congress for Tāmaki Makaurau Auckland’s place brand. KATIE SHRINER MARKETING MANAGER Katie blends art and science in her work. Katie has developed and implemented social media and online strategies for health, lifestyle, entertainment, and tourism industries all over the world. Katie ensures that our strategic processes and marketing efforts are built on a solid foundation and deep understanding of consumer behavior. Qualifications: Katie holds a bachelor’s degree in Media and Communications. COMPANY BACKGROUND PHASES OF DEVELOPMENT AND ACTIVITIES PHASES OF DEVELOPMENT AND ACTIVITIES Our process goes through several steps that are designed to ensure our team has a comprehensive understanding of Vail, CO, and is fully equipped to facilitate a collaborative approach to revealing Vail’s DNA, upon which we will help the Vail Local Marketing District (VLMD) team to co-create the new brand. PLACE DNA® Place DNA® is an entire research methodology that we have developed as a precursor to destination brand strategy. This proprietary methodology helps us to answer the question “Why?”. What makes Vail, Vail? This reveals a place’s identity and purpose — the attributes that define it, the things that make it tick (or not), and the way it operates from the inside. Place DNA® consists of a remarkable set of variables: biology, history and geography, a particular attitude of the people, a unique invention, thoughts or traditions, an ambiance, an aesthetic or visual quality, and more. Place DNA® is unique for destination marketing, and essential because you do not own and define the product that you promote. The process is inherently collaborative to ensure that all key stakeholder groups can see their input in the result. Simply stated, a destination’s Place DNA® is the definition of its intrinsic character, the meaning that people ascribe to it, or more often, a mixture of both elements. DISCOVERY Our team will review all relevant background documentation and desk research to fully understand your destination and the people, product, history, culture, climate, geography, industry, etc. We will look to you to provide any relevant reports and background documents relevant to past marketing strategy and branding, existing target audiences, and destination development initiatives. These documents will be determined during our kick-off meeting. PLACE DNA® RESIDENT SURVEY Destination Think will survey area residents to get a quantitative assessment of Vail’s key attributes from a local’s perspective. Using their input in our work is an important way to encourage advocacy. By polling a relevant sample of residents, we get a broad view of their ideas and opinions. STEP 1 - PLACE DNA® PROCESS & BRAND POSITIONING 6 77 PHASES OF DEVELOPMENT AND ACTIVITIES ENGAGEMENT WEEK Engaging stakeholders can be challenging from a planning perspective. We have achieved success using several formats, methods, and incentives. Our team will collaborate with yours and plan an engagement week where we come to Vail and run the bulk of engagement sessions. During the kick-off process, we will determine which formats and methods will work best for Vail, discuss the exact timing, and the people and organizations to engage with. We propose the following activities as potential options, the final selection of which will be tailored based on priorities and the time available: Familiarization Tour During the engagement week, we will spend time visiting various parts of the destination to gain first-hand experience of its offerings. Destination Think will work collaboratively with VLMD to design an itinerary best suited to fully immerse ourselves in the destination. Place DNA® Workshops A key part of Place DNA® is understanding Vail from the locals’ perspective. These Place DNA® workshops will provide a qualitative view of both resident and industry perceptions by bringing together members of the community to discuss Vail and its inner workings: how it is viewed from within and what makes the destination tick. Stakeholder Interviews Destination Think will conduct stakeholder interviews with individuals that VLMD believes are particularly important to meet with one-on-one. The interviews will provide a deeper understanding of Vail’s current brand and products, and serve to provide our team with a broad perspective of the Vail brand while also demonstrating how important the industry is to the city. Progress Meeting Destination Think will meet with the VLMD team to provide an overview of findings to date and address any questions or concerns to date. PLACE DNA® REPORTING AND PRESENTATION The final Place DNA® report will include the results of all research, and identify any gaps between perspectives. The conclusions will identify the Place Attributes for Vail, and identify key areas of focus that can be built into future strategies and serve as the starting point for the new brand positioning and platform development. We will present our findings virtually to the VLMD team. STEP 2 - BRAND PLATFORM & BRAND EXPRESSION DT COMPASS 1. PLACE Influenced by Place DNA®, the most compelling truths about the destination in relation to the objective. This will define our essence and inform our story. 3. VISITOR Examine insights into our visitors and unpack what will motivate them. Analyzing research, the brand workshop and primary research. 2. COMPETITIVE LANDSCAPE Inspect the rules of the competitive landscape and determine how we can stand out. Primarily influenced by Place DNA®, our brand workshop and further research. 4. MASS CULTURAL TRUTH Study global trends to make sure we are at the forefront of a relevant movement or value as it impacts travel. BRAND POSITIONING / PROMISE 8 PHASES OF DEVELOPMENT AND ACTIVITIES Place DNA® guides our work. While not all attributes might set you apart, they provide a comprehensive picture of authenticity. Using Place DNA®, audience insights, competitor analysis, and industry trends, we find your unique space through by using the DT Compass. This forms your brand’s foundation. The process involves brand strategy workshops with the VLMD team and industry partners. We’ll discuss key findings from Place DNA®, audience insights, visitor experiences, strengths, differentiation, and creative possibilities. Our DT Compass tool aids in brand positioning, appealing to your audience and setting you apart. Its four elements are: ݉ Visitor: Insights from visitor research and workshops, supplemented by further research. ݉ Competitive Landscape: Analysis of competitor brands for unique positioning. ݉ Cultural Truths: Global trends for relevance in travel and the meeting industry in Vail. ݉ Place: Key Place DNA® elements to build brand positioning. ݉ This process’s outcome aligns with the next step, the Brand Strategy framework. BRAND WORKSHOP The brand workshop is an opportunity to continue the journey we started with the Place DNA® process. We have carefully designed our workshops to expand upon the findings of the Place DNA® process and extract more nuanced, execution details about creative identity. It’s the final piece of the puzzle. Our team will guide you through several exercises to collaboratively determine how your brand will be expressed through words, colors, typography, logo, and images. BRAND STRATEGY & POSITIONING A brand is more than a logo, tagline, and other creative elements. A true brand is built through all interactions and touchpoints with a place and the communication about a place. The brand should become embedded in the fabric of the destination and guide the actions and communication of many. Nothing should come as a surprise or departure because it’s rooted in reality, based on resident engagement. The brand strategy provides the required focus for destination development and promotion. We will leverage the outcomes from our Place DNA® process to develop VLMD’s Brand Strategy, inclusive of the following elements: ݉ Brand personality (DNA/Attributes) ݉ Brand story ݉ Brand promise ݉ Brand essence ESSENCE – the heart of the brand. PROMISE – a guiding commitment to providing a distinct experience that will positively impact a person’s life. STORY – a cohesive articulation of the holistic experience that a destination provides through a person’s interaction with the place that clearly conveys the distinctiveness. DNA (ATTRIBUTES/PERSONALITY) ­–­the­core­identity,­personality,­and­defining­attributes­of­a­place. 9 The brand personality, story, promise, and essence will be descriptive, versatile, and data-driven, while authentically reflecting the demographic, market, cultural, geographic, transportation, infrastructure, and quality of life advantages of Vail. Ultimately the new brand, which is rooted in local engagement, will have the capacity to inspire overnight tourism and give meeting and event planners a strong reason to consider and choose Vail. We understand that VLMD is seeking to “[evolve] the brand toward a more intentional destination marketing organization, committed to winning the destination brand on a year-round basis and marketing all assets within the towns and adjacent to it.” We also understand VLMD’s commitment to supporting the communities values around stewardship of the surrounding natural environment through messaging and brand. We are confident that your new brand will meet these requirements. A successful new brand will lend to the overall objectives of optimized visitation; increased engaged database; commitment to stewardship; and overall heightened brand positioning. BRAND PLATFORM & CREATIVE EXPRESSION We believe that the most effective creative solutions are founded in a unique cultural truth, one specific to a destination, its circumstances, and its residents. Powerful ideas born from compelling truths, amplified even further by engaging the right people, in the right way at exactly the right time. It’s this principle that allows our brand platforms to become something more than just a logo or a piece of communication. It’s what elevates them to become rallying cries that can unite the entire community and support a variety of local businesses and employers. During the first creative presentation, we will share three iterations of the brand platform. We never just present a logo, we present a logo with all its components including its support graphics, styles, typography, tag lock up, colors, and a taste of its tone of voice. Since context is important, we will also present the solution’s pressure tested in a variety of formats that we can anticipate needing to accommodate. Some relevant formats could include websites, ad formats, social channels, brochures, stationary, and others. When appropriate we will also present its responsive behavior and motion style. After presenting the three options, the VLMD team will decide to move forward with the preferred option. We will also review current image and video assets and provide recommendations for production based on alignment with the approved creative expression. After discussing the feedback provided we will focus on one approved direction. We have allowed two rounds of feedback within the budget. BRAND STANDARDS & GUIDELINES MANUALS Based on an approved brand platform, tagline, and logo, we would develop the brand standards and guidelines manuals for use across all channels, from web, print, digital, signage, and additional formats as determined by VLMD. The graphic elements will have the ability to be immediately reproduced by in-house designers and outside agencies with a minimum of guidance and refinement from our team. These assets and guidelines include (but are not necessarily limited to): ݉ Brand platform ݉ Visual language ݉ Tone of voice ݉ Color palettes ݉ Photography & video guidelines ݉ Key message map ݉ Content marketing best practices (and customized for each theme/audience) ݉ Proof points (what is the factual information that backs these claims up?) ݉ Brand personality (traits, attributes, behavior) ݉ Brand story (how do we boil these things down into an emotionally compelling narrative?) ݉ Usage guidelines for both in-house designers and outside vendors, including case usage in multiple mediums from digital to outdoor. BRAND PRESENTATION Destination Think will host one virtual launch session to present the brand strategy, platform, and identity to all stakeholders (tourism, city, business, residents). The team will walk through each component of the brand to ensure all stakeholders are aware of the value and direction the document provides as we continue the momentum into actualizing the brand. PHASES OF DEVELOPMENT AND ACTIVITIES 10 PHASES OF DEVELOPMENT AND ACTIVITIES GENERAL ACCOUNT MANAGEMENT This project will be assigned a Client Experience team with the responsibility of day-to-day contact as well as project management, with PMP designation. In addition to the human resource behind our project management, we use Kanata project management software to ensure our projects stay on time and within budget. The budget for this project includes any relevant presentations and preparation for up to five (5) monthly board meetings; onboarding with the Town of Vail; one partner call monthly; and weekly status meetings as relevant. This project budget includes one in-destination visit for a week (all ground costs to be covered by VLMD), all other meetings and presentations will be virtual. We anticipate this project to take place within 7 months. COST KICK OFF AND PLANNING $4,000 PLACE DNA® PROCESS & BRAND POSITIONING $35,000 • Discovery • Resident survey • Engagment week ݉ Travel to Vail ݉ Familiarization tour ݉ Workshops ݉ Stakeholder interviews ݉ Progress meeting • Place DNA® report and presentation BRAND PLATFORM & BRAND EXPRESSION $44,000 • Brand workshop • Brand strategy and positioning • Brand platform and tagline • Visual Identity & Creative Brand Expression • Brand Standards & Guidelines Manuals • Brand Presentation ACCOUNT AND PROJECT MANAGEMENT $15,000 TRAVEL $2,000 TOTAL $100,000 11 CASE STUDIES CASE STUDIES FREDERICTON TOURISM Fredericton is the capital of New Brunswick in Canada. The Challenge Fredericton, the capital of New Brunswick, aimed to transition from a stopover to a primary destination for the drive market. Its image as a “city on the edge of nature” and a bureaucratic town didn’t capture its spirit, and the creative platform lacked impact. The Solution Destination Think was commissioned to craft a new brand using its Place DNA® process. This revealed Fredericton’s harmonious contrasts: a city intertwined with nature, home to warm, social residents enjoying cultural events and a relaxed lifestyle, and a hub of curious thinkers and makers with a respected visible history. The brand promise, “A layered experience, yours for the crafting,” encapsulates Fredericton’s depth and uniqueness. Unlike its competitors offering mainstream experiences, Fredericton lets visitors craft unique, quality experiences, discovering new layers with each visit. The rebranding honed in on a target audience seeking uniquely local experiences. The Creative Platform, including a custom font and an updated visual style using the existing logo, emphasized craftsmanship, layered experiences, and the fusion of city life and outdoor experiences. A timeless color palette further underscored Fredericton’s layers and contrasts. In summary, Destination Think’s branding strategy successfully unveiled Fredericton’s true essence, setting the stage for visitors to craft their unique experiences. 1. PLACE / ESSENCE Harmonious contrasts enrich our lives 3. VISITOR People craft our combination of contrasts to satisfy their lifestyles 2. COMPETITIVE LANDSCAPE With our competitors what you expect is what you get 4. MASS CULTURAL TRUTH Travel should meaningfully impact evervone involved A LAYERED EXPERIENCE, YOURS FOR THE CRAFTING. 12 VISIT GRAND JUNCTION The Challenge Visit Grand Junction hired Destination Think to develop a destination brand strategy for the city, rooted in its image as a haven for nature and outdoor recreation enthusiasts. The challenge was differentiating Grand Junction from other well- known Colorado destinations with similar offerings.. The Solution Through comprehensive stakeholder engagement, Destination Think identified Grand Junction’s Place DNA®, represented by four pillars: a natural environment, outdoor recreation, old values with a new vibe, and a community that values genuineness, balance, and innovation. This understanding formed the foundation for the city’s unique identity, ensuring it wouldn’t be overshadowed by the strong State brand. A versatile visual language was created, reflecting Grand Junction’s diverse, harmonious character, its blend of rugged and refined elements, and its vocal community. This approach birthed a unique visual identity, with nature, character, and color at the forefront. A bespoke typeface, forming the core of the brand wordmark, was crafted to suit the tone of communication. The design drew inspiration from key landmarks like the rock formations in the Mesa and was described as “Nature’s calligraphy.” This tied into the “Where life leads” brand platform. An ever-expanding range of brand badges was developed to reflect the diversity of the city and address strategic gaps. The illustrative style, distinctive and harmonious, was animated through various offerings unearthed during the workshops. The brand resonated deeply within the community, gaining unanimous support at board meetings, council meetings, and town halls. It even moved one resident to tears, marking the rebranding as a resounding success. REFERENCES TOURISM SASKATCHEWAN Amy McInnis Vice President Marketing and Communications PH 306-787-2313 TOURISM MISSISSAUGA Victoria Clarke Chief Executive Officer PH 905-615-3200 ext.2405 VISIT GRAND JUNCTION Elizabeth Fogarty Director PH 970-256-4052 PARKSVILLE QUALICUM BEACH TOURISM ASSOCIATION Blain Sepos Executive Director PH 250-248-6300 CASE STUDIES With the challenge of overcoming an identity crisis and breaking the perception that Victoria, BC was dubbed as a boring destination that only appealed to the older demographic, Destination Think set out to create a visual identity that fixed both issues. Through our collaborative and research-driven Place DNA® process, we uncovered that the breadth of Victoria’s appeal was very unexpected to all. By identifying the true DNA of the place and the gaps within the destination’s brand identity, we were able to develop Victoria’s visual identity that could bring both this unexpected nature and the destination’s different pace to life. The identity was designed to depict the many surprising and unique features of Greater Victoria such as intricate works of art, manicured beauty in a raw setting, and even paying homage to their history and traditions with a new contemporary vibe. With the destination’s brand identity solidified in alignment with its Place DNA®, Destination Greater Victoria used this to lay the foundation for multiple successful seasons campaigns to further change the perceptions of its various target markets. DESTINATION GREATER VICTORIA VIEW CASE STUDY