DEVELOPMENT OF BRAND AND ECONOMIC DEVELOPMENT MARKETING CAMPAIGN

CHALLENGE

The Municipality of West Nipissing Ouest encompasses several communities along the highway 17 corridor between North Bay and Sudbury.   TWG Communications and Bay Consulting were contracted to develop a dynamic marketing brand, slogan and media relations strategy.  A series of comprehensive community consultations were facilitated providing residents opportunities to voice their opinions.

INSIGHT AND KEY CONSIDERATIONS

The Municipality was looking for a unique branding position to highlight the positive attributes of living in West Nipissing.  TWG developed a marketing, communications, media relations strategy, allowing the community to fully integrate the new slogan.   With strong French and English roots and a diverse population, TWG and Bay Consulting were sensitive to the need to create a slogan that would be highly representative of all the community.

IMPLEMENTATION

“Joie de Vivre” was chosen as the slogan and clearly encompasses the way of life that residents indicated across the board.   A wide variety of print, direct mail, online and out-of-home materials were produced to introduce “Joie de Vivre” to both internal and external audiences. “Joie de Vivre” is now being fully integrated into all municipal communications.

RESULTS

“Joie de Vivre” was formally launched at a public ceremony in the summer of 2009. “Joie de Vivre” has received high praise for really capturing the essence of the community will be fully integrated into all municipal materials including those for tourism and economic development.