When Tourism Victoria announced they would rebrand as Destination Greater Victoria last week, along with the new name came a new logo and a new slogan.
However, B次元官网网址淥ceans apart from ordinaryB次元官网网址� turned out to very similar to a 1974 Heineken advertising campaign that said the beer was B次元官网网址淥ceans apart from the ordinary.B次元官网网址�
B次元官网网址淚 wouldnB次元官网网址檛 recognize it, because I was two years old when it came out,B次元官网网址� said Destination Greater Victoria CEO Paul Nursey.
B次元官网网址淭he reality is, if I were in the public realm, I might just leave it,B次元官网网址� he explained. B次元官网网址淏ut we are a highly scrutinized, quasi-public organization, and so weB次元官网网址檙e using an abundance of caution.B次元官网网址�
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So, itB次元官网网址檚 back to the drawing board with their hired branding company, Destination Think! to look at other slogan ideas.
The six-month process of researching and designing the new brand cost the organization $150,000, but because Heineken never trademarked the phrase, Destination Think! never found it in their intellectual property database.
As a result, crafting a new slogan will be done free of charge.
B次元官网网址淢any options were considered [originally,] but now weB次元官网网址檙e going to look at other ones, or maybe not even have one at all,B次元官网网址� Nursey said, adding that many other cities across the province using B次元官网网址淒estinationB次元官网网址� rebranding have chosen to forgo slogans altogether.
In the meantime, Destination Greater Victoria remains the new identity, and social media and advertising campaigns will begin to roll out slowly in the coming weeks.
B次元官网网址淲eB次元官网网址檙e very happy with the new brand,B次元官网网址� Nursey said. B次元官网网址淭he work is very strong, and while this is regrettable, itB次元官网网址檚 just a tag line.B次元官网网址�
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