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:
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