Tourism Victoria is re-branding itself as Destination Greater Victoria, a change that comes with new logos, slogans and goals.
The changes come 10 years after the last re-branding, where the purple Victoria logo was embellished with a purple and orange flower, accompanied by the slogan B次元官网网址渇ull of life.B次元官网网址�
The new logo features sleek blue text over a white background, and a new slogan of B次元官网网址渙ceans apart from the ordinary.B次元官网网址�
The organizationB次元官网网址檚 CEO Paul Nursey said not only was the previous logo outdated, but marketing for the city has changed since then, pointing to the emergence of a large online and social media presence.
It was also noted that Croatia copied the slogan and similar branding techniques, but Nursey said that it wasnB次元官网网址檛 worth litigating a nation state for the trademark infringement.
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B次元官网网址淲e want to focus on a refresh, the previous colour palette was a little tired, a little old and our customers are travelling differently,B次元官网网址� Nursey said. B次元官网网址淲eB次元官网网址檙e seeing an increase in yield versus volume, and we want to make sure we are hitting the current customer and customer of the future B次元官网网址� we think this new look and feel and brand will do that more efficiently.B次元官网网址�
This means future marketing campaigns will target more affluent travelers, encouraging them to explore the riches of the city and Island and keep them coming back.
Destination Think!, which specializes in destination promotion and development, was hired to help with the re-branding. Over six months, the company engaged in workshops with Greater Victoria residents and businesses, and conducted consumer surveys in target markets asking what people believe are the most important points of the city.
Nursey noted that many cities build their brands on one flagship selling point, such as BanffB次元官网网址檚 beautiful environment, or Salzburg, AustriaB次元官网网址檚 incomparable architecture. Destination Think! found VictoriaB次元官网网址檚 selling points were divided equally into three categories: environmental, infrastructure and society. This alluded to the rich natural landscapes; the clean, Victorian architecture, and the eclectic and slower-paced nature of city residents.
B次元官网网址淒estination Think! has never seen that before,B次元官网网址� Nursey said.
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The brand change has been largely approved by other industry members in the Capital Region, including VictoriaB次元官网网址檚 top tourism destination, Butchart Gardens.
B次元官网网址淚B次元官网网址檓 very excited because I think it really accurately reflects what there is to see and do in Greater Victoria, and really Southern Vancouver Island,B次元官网网址� said Gardens CEO Dave Cowen. B次元官网网址淲e can align very easily with this brand as you saw; gardens, flowers, manicured environment, itB次元官网网址檚 something we fit very well with.B次元官网网址�
While the Tourism Victoria office has been decorated with the new branding, the official launch wonB次元官网网址檛 happen until the early fall.
In total, the new brand cost $150,000, including $20,000 spent on a one-minute promotional video.
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