How a brand story helps drive change
Tourism Vancouver Island was fundamentally evolving the work they do. Through a breadth of interviews with key stakeholders, industry research and insight, we developed their brand story that defined not just what they do, but, critically why they do it.
The result? Team clarity and community support.
For Vancouver Island
Ensuring travel remains a force for good, forever.
Coming out of the pandemic, Tourism Vancouver Island recognized that how destination marketing organizations operated was no longer the way forward. Focussing solely on the number of visitors arriving to precious and pristine places ruins the experience today for guests and residents and puts the future travel experience at risk. So they fully restructured their organization to reflect their mission and changed their name to 4VI.
Yet change requires support, so we worked with 4VI to craft and deliver their brand story, website content and success stories. By speaking with dozens of people in the industry about the new way forward for tourism on Vancouver Island allowed us to celebrate how local communities can and should define how they are positioned to visitors, and help shape the visitor experience. The result is a more authentic way of speaking about the regions, so Vancouver Island attracts those visitors who value all that this beautiful destination has to offer.
When you tell the right story, good things happen.