The Invest in Iconics Strategy is focused on creating globally compelling brands for routes and places to elevate them to compete on the world stage. The development of these brands will go hand-in-hand with Place Making activities, to ensure that the emotional promise of our branding is delivered by on-the-ground experiences when visitors arrive and travel in BC.
Place Branding for the Invest in Iconics Strategy is about taking BC’s extraordinary routes and places and making them more famous and more globally compelling than they are now. The Invest In Iconics Strategy will present our province in a new way to allow us to strengthen our voice, collectively, and to create storylines about our routes and places that ignite the imagination and fuel a desire to experience them. Potential travellers will see our destinations with new eyes, giving them a simpler path to purchase, and moving them from dreaming to booking more quickly.
We have identified routes and places that, in total, cover the entire province. With consistent, collective investment in place branding and place making over the next few years, each has the potential to become iconic and compete on a global stage. We are still in the process of validation with all of these concepts.
The process to create the new place brands is extensive. Below is an overview of what is involved.
Place Branding follows a standard approach to branding with the following components:
As of April 2021, Place Branding is well underway. The Planning Phase is complete, and Discovery–Research is nearing completion. Discovery-Engagement is at the mid-point with over 140 meetings with 440 stakeholders completed, and PlaceDNA resident and industry workshops and Indigenous engagement ahead of us. We anticipate Discovery-Engagement will be complete by late September 2021. The Discovery Phases are an extensive and important part of the project as they helps us validate the potential Iconics and provide learning and insights into the Brand Strategy Phase.
Industry engagement is critical to the success of the Invest in Iconics Strategy. So far we have conducted numerous engagement sessions with partners and organizations to share information about the Invest in Iconics Strategy. These have included the Regional DMOs, City and Community DMOs, Travel Trade, Travel Media, Destination BC’s Tourism Marketing Committee and Board, the Ministry of Tourism, Arts, Culture and Sport, and others. And we’d like to bring you along, too. There will be more engagement opportunities in the future with both industry and residents.
To learn more about the Invest in Iconics Strategy or to find out how you can participate, contact us at Iconics@DestinationBC.ca. And, please check back regularly as this page will include progress updates in the future.
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