Brand Strategy

Tourism Partnership of Niagara

Transcript

1. The Tourism Partnership of Niagara block The Tourism Partnership of Niagara Niagara Canada Brand 1
2. The Tourism Partnership of Niagara 2 Brand Pillar Positioning Triangle “Wonders Big and Small” Un-fussy & relaxed Sense of Discovery Something for many types; never the same trip twice Quaint towns, parks, beaches, Shopping, casinos, golf, outdoor sports and recreation, food, theater, wineries, Clifton Hill, water parks, festivals, history. Brand Essence Personality Emotional Reward Benefits Features Intangible Tangible
3. The Tourism Partnership of Niagara Brand Strategy The research conducted by Ypartnership revealed that there are two different levels of product knowledge and visitor engagement with Niagara.  Internationally, visitors to North America make it a point to see the wonder and beauty of Niagara Falls, without understanding that the Falls are just one part of what makes this region so special.  Domestically, visitors are more familiar with the variety of our products. They look to us as a regular destination for quick, restorative getaways. 3
4. The Tourism Partnership of Niagara Brand Strategy By creating two different banners under the Niagara Canada Brand umbrella, we can strategically target our efforts. 4
5. The Tourism Partnership of Niagara Communication Strategy The Niagara Canada brand is full of visual stopping power. Our fun and vibrant experiences and awe-inspiring products are best communicated through visual mediums such as TV, print and online. These should be the priority communication channels. Radio should play a supporting role in the media mix. 5
6. The Tourism Partnership of Niagara Brand creative brief  Each image should celebrate one emotion. The same location can be shot differently to evoke a different emotion.  We want the to be inspired with a sense of wonder and awe. We want them to visualize themselves in the photo/video.  Imagery needs to capture how you feel when you’re there – capturing those moments that make a trip memorable. Capturing the emotion of the moment, capturing the magic to enable the viewer to make an emotional connection with what they see.  The photography/video style is “Fly on the wall at the moment of discovery”  the image subjects don’t know (or don’t care) the camera is there  the story is told through an emotional experience not a product destination  the image captures the turning point/sense of discovery/sense of awe of the story 6
7. The Tourism Partnership of Niagara 7 BRAND VISION NIAGARA BRAND Let’s Get Away Awe-inspiring, natural, fun, vibrant. Inspire Guide Delight End Benefit to Visitor If Brand was a Person Words to Own How the Relationship will Develop Wonders Big and Small BRAND PERSONALITY BRAND ESSENCE VISITOR PROMISE Domestic
8. The Tourism Partnership of Niagara 8 BRAND VISION NIAGARA BRAND Our falls will amaze you. Our other wonders will too. Awe-inspiring, natural, fun, vibrant. Inspire Guide Delight End Benefit to Visitor If Brand was a Person Words to Own How the Relationship will Develop Wonders Big and Small BRAND PERSONALITY BRAND ESSENCE VISITOR PROMISE International
9. The Tourism Partnership of Niagara Our logo 9
10. The Tourism Partnership of Niagara Our URL 10