WHAT IS A DESTINATION BRAND?

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Dustin Lloyd
5 years ago
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1 SKI PHOTOGRAPHY

2 WHAT IS A DESTINATION BRAND?

3 Our Brand: Serves as our competitive identity Promises a unique kind of travel experience Guides travellers expectations

4 Essence, or personality of BC that makes us distinctive, memorable and different from other destinations... in the eyes of the potential visitor

5 BRAND BACKGROUND

6 Consumers have positive perceptions and they plan to visit someday

7 REVITALIZING OUR BRAND Clearly differentiate BC Reflect changing consumer dynamics Create emotional connection and sense of urgency to visit Provide a unifying vision and voice

8 CONSUMER RESEARCH 10,000 consumers across key markets Canada BC, Alberta, Ontario United States Washington, California Other US Overseas UK, Australia, Germany, China Japan, South Korea, Mexico, India

9 INDUSTRY & STAFF INPUT Define BC s personality and unique experiences Workshops Visitor Centre Network 115 representatives Regions 360 participants Destination BC Staff All staff including Overseas marketing team Online Survey Industry, international travel trade/media partners 630 participants

10 BRAND BLUEPRINT

11 TARGET AUDIENCE Travellers, not just vacationers Expect travel to challenge, move or change them Desire to go off the beaten path Youthful and adventurous outlook No intention of settling down Love to travel Multiple trips in a year, including long haul

12 OUR SKIER TARGET WHO ARE THEY? Moderate enthusiasts (intermediate to advances skiers and riders) Core and Expert skiers and riders are NOT our primary target market, but we don t want our images to alienate nor invoke a negative reaction with this group (i.e. bad skiing, dated equipment, tourism clichés). Mid-thirties to sixties Skews slightly male 70% skiers and 30% snowboarders Educated and affluent Travel in couples or groups They are drawn to the raw and natural beauty of the BC ski experience but can also be intimidated by it

13 ALL TARGET MARKETS People who crave a connection to nature

14 WHAT DOES BC HAVE? NATURE Not just nature, wilderness Huge Abundant Diverse Accessible Authentic

15 POWER NATURE INFLUENCES POWERFUL NATURE INFLUENCES BC s HISTORY PLACES CULTURE PERSONALITY RESIDENTS VISITORS

16 OUR BRAND PROMISE BC s powerful nature will bring out your better self.

17 BRAND ATTRIBUTES Born out of powerful nature Unwavering confidence Grounded Tuned into what s real and true Non-conformist Authentic and true to itself Carves its own path Welcome others to come along Wilderness + experiences Not afraid to be challenged Must be experienced Will reward and change you Embraces people Open mind and open heart Welcomes you to be yourself Environment that inspires it Warmth of BC s people Vast, diverse, plentiful land When nurtured, so much to offer Put one s life in perspective

18 WILD AT HEART

19 BRAND CREATIVE PLATFORM

20 RAW Strategic brand essence Sets tone for brand promise, personality and positioning Creative Platform Guides development of the look and feel of the brand

21 CULTURED / RAW Strategic brand essence Sets tone for brand promise, personality and positioning Creative Platform Guides development of the look and feel of the brand

27 FINDINGS OF COMPETITIVE REVIEW Strong commonalities with tourism advertising a same-ness Lots of images with people close to the camera Posed, set-up shots Sunny days, clear skies

29 DESTINATION BC SKI CAMPAIGN

30 SKI MICROSITE

31 PRINT AD

32 PRINT AD

33 ONLINE DISPLAY ADS / POP UP BANNERS

34 SITE TAKEOVERS

35 AUS TOUR OPERATOR BROCHURE AD

36 TRAVEL TRADE FLAT SHEET

40 RESETTING THE BAR Be different and stand out from the competition Stop people in their tracks, arrest their attention Capture the allure and intrigue

41 OUR STYLE Nature Emotional Impact Authentic

42 PHOTOGRAPHY TIERS

43 PHOTOGRAPHY TIERS

47 PHOTOGRAPHY TIERS

51 PHOTOGRAPHY TIERS

55 OBSCURING & BACK- LIGHTING

56 DAPPLED LIGHT

57 TEXTURE & SHALLOW DEPTH OF FIELD

58 MONOCHROMATIC TONES

59 PHOTO- JOURNALISTIC

60 WEAVE IN NATURE

61 OLD STYLE

62 OLD STYLE

63 OLD STYLE

64 ON VS OFF BRAND

65 ON VS OFF BRAND

66 PHOTOGRAPHIC STYLE: SUMMARY Capture natural human emotions Deprioritize faces Look for unique, unexpected compositions Authentic, natural for real-life credibility Emotional impact Nature and wilderness

67 PHOTOGRAPHIC STYLE: SUMMARY Remember these techniques: Monochromatic colour Photo-journalistic style Dappled light De-saturated earth tones Gentle obscuring (cloud, mist, lens flair, backlight) Texture and grain Shallow depth of field Unusual cropping

68 DESTINATION BC SKI IMAGERY NEEDS

69 SKI PHOTOGRAPHY NEEDS Images to showcase: Great, varied terrain Great snow/conditions Uncrowded Spectacular settings

70 SKI ACTION NEEDS Avoid shots that look out-of-bounds (hiking away from ski area, even if skiers are still within ski area boundary). Small low profile backpacks avoid large backpacks. Athletes must wear helmets. A mix of solo shots and images with two or three skiers skiing together on relatively accessible terrain. Lean towards skiers vs snowboarders (70/30 ratio). Avoid very aggressive skiing and terrain. Include on-mountain moments or experiences, not just action.

71 OTHER ON- MOUNTAIN CONSIDERATIONS Ski lifts, views of runs, or lodges and huts off in the distance are good to have in shots as they help communicate this is a resort ski experience (not required in every shot). What visually makes this resort look different? Look for shots that provide a strong sense of place. Think about our target audience. What will the shot tell them about the experience at the resort? Capture spectacular scenery vs. scary terrain, emphasize beauty.

72 RESORT EXPERIENCE NEEDS We d prefer the experiences to be outside vs inside (i.e., après shots). Fresh snow for wider shots of village important. Proximity of resort/village to ski hill is important to showcase. Avoid cliché shots (cheering glasses, ski poles propped at doorways). If food/eating is involved, we re looking for people enjoying rather than close-up shots of food. We re always looking for emotion, but don t need smiling faces (don't even need to see faces).

73 RESORT EXPERIENCE CONSIDERATIONS We prefer more natural colours that can be found in nature (refer to our colour palette) versus showing clothing with unnatural colour (i.e., neon). Great to show the full day start of the day going up the hill in the chairlift, having a snack during the day, après on the patio, unique experiences (relaxing by the fireplace, hot tubs, etc.).

74 GAPS Resorts: Mt Washington Apex Kimberley Fernie Sun Peaks Silver Star Big White Panorama Red Fernie Revelstoke Kicking House Whistler Blackcomb Other BC Ski Areas: Cypress, Grouse, Seymour Hemlock Hudson Bay Manning Park Powder King Shames Other Winter Activities: Family Fun Nordic /Cross-Country Snowshoeing Dogsledding Snowmobiling All tiers don t forget the Moments

75 SUBMISSION REQUIREMENTS We accept submissions of stock images and video, and are happy to look at anything that you feel aligns with our brand. Images submitted for review should be provided as low resolution JPEGS and include location information in the file name. Images can be sent (rather than shared) via Dropbox to Require signed the Destination BC model release for all recognizable faces. We suggest sharing your images with the resorts as well, according to their submission guidelines.

USING SPECIAL INTERESTS TO DRIVE TRAVEL. Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am

USING SPECIAL INTERESTS TO DRIVE TRAVEL Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am Agenda 1. Introduction 2. Special Interest (SI) overview and definition 3. Recap: