There are many extraordinary destinations around the world competing for travellers’ attention. In such a highly competitive environment, strong place brands are needed to help destinations distinguish themselves and succeed in the global marketplace. Place branding is about inspiring the world’s travellers; creating an emotional connection and fuelling the desire to visit and experience a place. Destinations that cultivate strong connections through place brands engage travellers and foster an environment where brand loyalty keeps travellers coming back again and again.
The Invest in Iconics Strategy for British Columbia is focused on creating globally compelling brands for routes and places across the province that will help disperse visitors as well as help us stand out amongst the vast array of travel choices around the world. Place Branding allows us to present our province in a new way – creating storylines about our destinations that will ignite the imaginations of travellers for years to come.
The process to create place brands is extensive; and involves an approach with significant phases and timelines including Discovery, Engagement, Brand Strategy, Creative Development and Testing, Implementation, and finally Brand Launch and Marketing. Right now, Destination BC, together with strategic industry advisory groups, and ITBC are in the midst of developing new brand strategies for the various Iconic routes and places across the province.
Learn more about the Invest In Iconics Strategy place branding process and what lies ahead here.
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