DEVELOPMENT OF BRAND AND MARKETING CAMPAIGN

CHALLENGE

Competition for travel, tourist and economic development dollars can be fierce. Communities from around the globe vie for their piece of the pie. The five communities of Bonfield, Calvin, Mattawa, Mattawan and Papineau-Cameron were looking for a way to get noticed in a very crowded tourism and economic development market place.

INSIGHT AND KEY CONSIDERATIONS

The steering committee was made up of the five mayors, each representing distinct towns and each wanting to ensure the brand developed would be truly reflective of the over all region without focusing too much on any one community. Building consensus around an overall look and feel that visually speaks to the geographic, seasonal and cultural realities of the region meant working with a variety of elements.

IMPLEMENTATION

The vibrant new logo with a New England appearance was launched into the communities with the full endorsement of all members of the steering committee. The Unique script used for the treatment of the word Mattawa immediately grabs your attention and the five colourful maple leaves symbolize the five communities of the region. Informative post cards in both official languages were distributed to all residences and area businesses.

RESULTS

The new brand has been well received and is being fully integrated into all area initiatives. The brand is unique and very distinctive and clearly distinguishes Mattawa Voyageur Country from other locations throughout the north eastern Ontario.