By Bronwyn Scott
Published: July 2, 2013
In a little more than three months the District of Squamish will have new brochures, maps, posters, pole banners and new gateway signage, all reinforcing the idea that Squamish is Canada’s outdoor recreation capital.
The district’s new brand enhancement project, launched on Wednesday, June 26, will market the Squamish brand more effectively to the world.
The brand enhancement process is targeted to take 12 to 14 weeks.
The district will develop a marketing action plan to refine the story that tells the world what Squamish has to offer.
The idea is to ensure that a consistent story is told, reinforcing Squamish’s brand every step of the way.
“We have a great tagline, and we’re excited to bring in experts to help us take this to the next level” said district CAO Corien Speaker.
The decision comes after discussions earlier this year with local groups such as Tourism Squamish, Downtown Squamish Business Improvement Association, and the Squamish Chamber of Commerce.
Council discussed the initiative on Tuesday, June 25. Coun. Susan Chapelle, and Coun. Bryan Raiser spoke out against the branding exercise.
“We’ve got so many things that we’ve got to do,” said Raiser.
“We have the tagline, our brand, although not maybe nailed down, it is obvious to people,” he said.
Mayor Rob Kirkham, however, was in support of the initiative that he thinks would send a unified message to outsiders about Squamish.
Kirkham said the district’s outdoor recreation ‘brand’ is very much tied into the fabric of our community.
“This is not about re-creating our brand; it’s about refining it and developing ways to market it more effectively.”
A primary objective of the project is to set Squamish apart from other recreation based communities.
“It’s going to be the pillar of how we start to focus our initiative,” said Randy Stoyko, District general manager of community and business services.
Funds to support the initiative will come from the existing Economic Development budget.
A Request for Proposals (RFP) has been issued to seek external branding experts to help Squamish achieve this goal. The RFP closes Friday, July 12 at 3pm, and can be found on the district website.