To develop a brand, website and traditional + digital marketing campaign to promote Northern Alberta and British Columbia as a tourism destination and dispel the myth that “there’s nothing to do here.”
- Develop a name, logo and visual theme to brand the north
- Develop an interactive website to engage travelers and promote the region
- Develop a digital marketing campaign using social media to build awareness & engagement
- A secondary goal of the project is to build partnerships with other tourism organizations and the local businesses that serve tourists in our region.
In the beginning, the primary target was residents from Southern Alberta. Through the discovery process, it was determined that, over a three-year plan, We Go North needed the support of local residents (year 1), residents outside of the We Go North region but still in Western Canada (year 2), and finally, any person looking for an interesting place to visit (year 3).
The secondary audience is potential partners, such as other tourism organizations, event promoters, businesses, attractions and facilities. It was determined that the participation of this group will be integral to the success of the project.
The project began with developing a name, brand and visual identity for the campaign. The idea for the brand was seeded by a single phrase: “Point Your Compass North”. After numerous creative brainstorming sessions, nine10 eventually developed the “We Go North” name, which was short, easy to remember, inclusive of the target audience, and available as a dot-com domain. This quickly developed into the logo, which was designed to look friendly, feel a little bit rugged, and incorporates the compass motif into the concept.
With the name and basic visual concept approved, the supporting visual identity was developed. The trend in the tourism sector at the time was photos of mountain roads, RV’s and sunsets, which did not represent the region well and was getting a bit old and tired. Instead, an illustrated look was chosen to appeal to a larger age group and provide a unique look for the campaign. This design translated into the website layout.
Once the website was completed and launched, the third phase of the project was begun, which was to develop a several marketing campaigns to promote the north. Research identified that there are countless world-class events and attractions in our region. It was decided that the best way to promote the region was to help promote the numerous events within it. This provided us with a natural spike in search traffic to capitalize on and a schedule that we can plan marketing activities around.
Campaigns and mediums that have used to promote We Go North are social media, social media contests, daily blogging, research and promotion of events, email newsletters, a province-wide billboard campaign, audio branding, video production, unaddressed admails, word of mouth, trade shows, and in-person consultations.
Since its inception in 2012, We Go North has become a recognized entity in the community. Weekly email newsletters, blog posts, frequent social posting and contents, and a strong brand have reached thousands of people throughout the We Go North Region.