Portfolio

Banff Lake Louise Tourism

Identity

2005

THE CHALLENGE    With limited leisure time, travelers are very discerning about how and where they will spend their time and money. Banff National Park and area has had an active tourism bureau for years, but felt they could use a more focused brand in order to increase market share. They are a member-driven organization, so they have many stakeholders who participate in decisionmaking. Further, their audience is very broad and their brand must resonate everywhere.

THE KARO SOLUTION    The bureau began with a communications plan to identify key selling features and consumer motivators. Followed by much testing with audience and stakeholder groups, we developed a naming convention, symbols, font styles, colour palettes, taglines, photography styles and layout treatments. We dubbed this collection our “branding toolkit” as it provided tourism partners with everything they would need to implement the new brand in an easy and effective way. To simplify matters, we provided the toolkit on line so everyone could have equal access, regardless of geography. Karo implemented the toolkit to create a folder, display panels and a cd-rom. To generate enthusiasm at home and in other markets, we also created a video highlighting the spirit of Banff and Lake Louise – all in the context of the new brand.

THE RESULT    Because of the ongoing involvement from the stakeholders, the Banff Lake Louise – Banff National Park brand launch was met with anticipation and enthusiasm. Almost immediately, Tourism staff began receiving requests for information (most of which could be easily referred to the brand toolkit on line) and samples of how the new brand was already being implemented throughout the region. Stakeholder buy-in has been tremendous and Tourism is confident that this comprehensive branding approach is an approach that will help to set them apart in the competitive travel/tourism industry.