|
The Challenge
The Village of Harrison Hot Springs is one of British Columbia’s most well-known resort destinations. Each summer, thousands of visitors flock to the area to enjoy many “refreshing” activities — boating, swimming, golfing, hiking, cycling, fishing, and an array of events and festivals. However, this once popular summer retreat has experienced a gradual decline in tourist numbers, resulting from (and causing) a lack of services, programs and amenities.
In today’s competitive economy, having a unique and positive brand image is crucial to earning trust and recognition. Now the community is experiencing growth in housing and is making key investments to improve municipal services and infrastructure. The Village is committed to building a sustainable, year-round economy by refreshing perceptions of the community as a great place to live, play, work and invest.
Our Challenge
The Village contracted Synergist to evaluate the existing brand and to facilitate a fresh brand strategy and identity that will empower Harrison to manage public perceptions and re-position their experience from local communities and tourist destinations. Harrison’s vision is to enhance the physical character and economic base of the Village and downtown lakeshore area.
Harrison has much to offer — amazing scenery, nature and outdoor activities centered around sparkling, glacier-fed waters. But other local “competitors” also offer “natural abundance” and promote their “prime tourist destinations”. Focusing on Harrison’s “natural features” is too generic and not “ownable” as a unique market position. The fact that Harrison is not “party central” is also a truth that must be embraced.
A dynamic re-brand was needed to galvanize public support, reach out to new niche markets, and build on current and future opportunities by taking a fresh approach to developing, managing and marketing the Village as a unique “living and visiting” destination experience.
The Insight
Initial research revealed that many residents associated Harrison with positive attributes, including: “inspiring, green, energetic, memorable, beautiful, creative and family oriented.” Its many strengths include: “natural beauty, nice beaches, a large clean lake, sporting activities, and a lively arts community. However, negative attributes also included: “lack of amenities, lack of year-round activities, a poor arrival experience, poor transportation system, limited retail space, lack of ethnic diversity and too many business regulations.
Harrison is comprised of many kinds of people. For some, Harrison is a weekend getaway. Others call Harrison home year round. Others own local businesses and rely on tourist dollars. Many locals felt Harrison has lacked direction and was trying too hard to please everyone. Many residents wanted to see change, but others wanted to keep it to themselves. Most everyone agreed that Harrison lacked services and other amenities required to attract tourists and business.
The Solution: “Naturally Refreshed!”
Harrison’s existing brand was entwined with the hot springs, which was linked with positive and negative perceptions — “healthy and relaxing” to some, “dull and boring” to others, especially youth. The hot springs was both Harrison’s strength and weakness embodied in their very name!
It was decided that re-branding Harrison required both redefining the hot springs experience and “un-springing” Harrison from negative perceptions by extending the meaning of “hot springs” to create new, positive associations. In other words, to say in clear terms” “We’re more than hot springs!”
Harrison’s brand essence is “refreshing”. Visitors and residents escape there to relax, revive, find balance, be inspired. Safe, active, beautiful, friendly, artistic, creative and community oriented — these potent qualities and core values define the Harrison experience. Energy, health and vitality, life rising out of the mist in a swirling dance of adventure, reaching for and achieving bold new heights of potential – this is their brand promise for the future!
Harrison’s brand seizes upon current perceptions and works to turn them into new realities in the hearts of minds of target audiences. To openly declare with a fresh attitude that Harrison is fun, modern and progressive. Naturally Refreshed!
The Tools
Synergist Communications provided Harrison Hot Springs with a place brand strategy, a new visual identity, and an implementation plan. We also designed and developed a cohesive set of branded tools, including:
- Corporate website (design template only)
- Lure brochure
- Business cards
- Envelopes
- Letterhead
The Work
|
