Markham
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.

CITY OF THUNDER BAY -
Superior by Nature

Brand development to
attract new business

Kenneth Caplan and Associates was retained to develop a new tourism image for the City of Thunder Bay in conjunction with the City’s hosting of the World Nordic Games. This was the first of many assignments for Thunder Bay that resulted in a long and fruitful relationship with the City.

Our initial project was undertaken in association with The Randolph Group that led the preparation of an overall Tourism Marketing Strategy for the City.

The distinctive wordmark and icon that formed the nucleus of the brand drew upon the history of the area to promote the City as a modern, urban centre. As a result of an aggressive launch of the brand that included the promotion of a new slogan “Superior by Nature”, Thunder Bay’s visibility increased substantially, and helped to raise commercial revenues by 16% within the first year. Shortly thereafter, the tourism image was adopted as the official identity of the City. It continues to be the centrepiece of the City’s marketing today.

The City next retained Kenneth Caplan and Associates to collaborate with The Planning Group and Moriyama Architects on a study for Thunder Bay’s new waterfront development. We developed a brand strategy for this initiative with the theme “The Next Wave”.

Ken Caplan spearheaded a community review of marketing for Thunder Bay and during the same period we undertook the development of a brand identity for Thunder Bay’s proposed new commercial waterfront development – “Portside”.

As a result of the review and the action plan it generated, Thunder Bay invited us to compete for the City’s tourism account.

As the winning Agency of Record, we introduced new strategies to promote vacations and “getaway packages”, secured special advertising with WestJet Airlines and helped to increase the co-op marketing participation of tourism operators under the Thunder Bay tourism banner “Get More Getaway”.