Markham's new economic development plan crystallizes.

Simcoe County
On a wave of growth Simcoe County launches a new corporate brand and tourism strategy.

Tourism Simcoe County hosted dignitaries, including Minister Donna Cansfield (above) and tourism industry representatives at a reception at Horseshoe Resort on October 13, 2009 to announce the launch of Tourism Simcoe County, formerly called the Huronia Tourism Association and to showcase seven experiences that represent the new brand.

The Northern Rockies Regional District of British Columbia is a west-coast hub for oil & gas and forestry.

As part of an economic diversification strategy, the Northern Rockies regional government envisioned a new, co-ordinated brand program to leverage awareness of business, investment and tourism opportunities.

From more than 30 consulting organizations across Canada and the United States, the team of Kenneth Caplan and Associates and Economic Growth Solutions was selected in 2001 for the contract. We brought together business owners and operators from across the region for a series of economic development “brainstorming” sessions that covered topics ranging from the development of a cold weather-testing centre to the creation of a Northern Rockies fine arts academy. The sessions provided the foundation for more in depth research by Economic Growth Solutions, and brand strategizing by Kenneth Caplan and Associates Limited.

The brand itself had to generate visibility and awareness for the full scope of business and tourism potential of the region. In particular, the image had to present a welcoming posture for commerce & tourism, and

leverage the international appeal of the Rocky Mountains and Alaska Highway — attractions for Canadians and Americans alike.

We designed a distinctive wordmark that crystallized the vibrant and energetic personality of the Northern Rockies, and we created slogans for tourism and economic development built around the proposition “Adventure at its Peak” and “Business at its Peak”. The brand’s application was fully detailed in a graphic standards manual that included colour specifications, typographic protocols, formats for stationery, public notices, trade ads etc.

We produced a CD presentation that chronicled the development of the diversification initiative and the brand strategy. It formed the centrepiece of a gala event that launched the program.
The ongoing work includes tourism ads and a visitor guide, an economic development lure brochure, business CD, website expansion, and sector specific promotion packages for the diversification projects.