The following Brand Creative Brief is not intended to choose toward or conclude on any positioning, thematic or brand proposition for the destination area. Rather it serves as an example or a model of questions and analysis which the ultimate positioning, thematic and brand choice should be subjected to.
Brand Creative Brief – Canada’s Wild Islands Archipelago (example only)
SOURCE: iImagine/Harvey Sawler
Purpose of the Theme/Brand Proposition
The purpose of the theme/brand proposition is to stimulate awareness, excitement and interest surrounding the Musquodoboit Harbour-Sherbrooke touring and outdoor adventure experience.
What do we not want to say?
We do not want to say what anyone else is saying. We do not want to say what has previously been said and which has not worked previously to generate sufficient awareness, excitement and interest involving the destination area as a competitive travel destination. The status quo is presented first and foremost as Nova Scotia’s Eastern Shore as part of the Marine Drive or as a combined touring offering of Halifax and the Eastern Shore. What is most important is that this region has evolved to be a forgotten cousin within the family of in-demand Nova Scotia travel destinations.
What do we want to say?
We want to say something very fresh, dynamic, specific and authentic in a manner that will inspire tourism development and investment and generate competitive customer demand for the future: that the destination area is highlighted by a natural archipelago which according to the science, is a highly visible, rare geological feature in North America which can be sustained in accordance with responsible tourism development practices.
What do we want to primarily illustrate and demonstrate?
We want to primarily illustrate and demonstrate how the classic Atlantic Canada touring vacation can be enjoyed in the destination area.
What do we want to secondarily illustrate and demonstrate?
We want to secondarily illustrate and demonstrate how outdoor experiences (e.g. marine excursions, experiential accommodations, culinary outings, paddling adventures, etc.) can be enjoyed in the destination area through exposure to a selection of customized quality, signature experiences.
Who are we primarily talking to?
We are primarily talking to the classic touring vacationers from Atlantic Canada and other markets that are first and foremost in pursuit of sightseeing for beauty and settings by the seacoast. From research, we know that the Explorer Quotient Segments (ref. Destination Canada): Authentic Experiencers and Cultural Explorers are currently well represented in Nova Scotia’s Visitors.
Who are we secondarily talking to?
We are secondarily talking to well-defined sub-segments of outdoor enthusiasts (ref: Appendix C) at three levels of potential: casuals (explorer-type touring vacationers), semi-enthusiasts and enthusiasts. As the appropriate products and experiences develop in the mid-term, we will be talking to Free Spirits (Explorer Quotient travel segment – ref: Destination Canada) to entice them to visit the destination area.
Who else are we talking to?
We are also talking to tourism influencers in Nova Scotia, to potential entrepreneurs and investors who are candidates for expanding touring development within the destination area.
What reactions do you want to evoke from the target audiences?
We want the target audiences to become emotionally swept away by the idea of visiting and experiencing the destination area.
We want the target audiences to unequivocally remember what is being presented to them.
We want the influencer target audience to make tourism-related investments in the destination area.
What do we want the target audiences to do?
We want the target audiences to be compelled to immediately inquire about and then book experiences within the destination area.
What messages have they received in the past?
Messages have been varied and mixed, typically focusing on a series of niche interests such as surfing or on stereotype experiences which can be found virtually everywhere in Nova Scotia.
What is the new Primary Message?
The primary message needs to be that Canada’s Wild Islands Archipelago is a one-of-a-kind nature-based, dynamic coastal destination offering a selection of signature experiences.
What is the new Secondary Message?
The secondary message needs to be that Canada’s Wild Islands Archipelago can build the capacity, the facilities, services and experiences to serve the needs of the touring vacationer and varying sub-segments of outdoor enthusiasts.
What are the barriers audiences may encounter?
Barriers the audiences may encounter might include:
- Being unaccepting of the fact that Musquodoboit Harbour-Sherbrooke and environs can be a dynamic, memorable place to visit.
- The belief/perception that the destination area is inconvenient to get to and is like a dead end road.
- The belief/perception that the destination area is boring.
- The belief/perception that they can enjoy better experiences elsewhere.
- Transitioning from a lack of immediate understanding of the word ‘archipelago’ toward a level of mystique and curiosity about this exotic destination idea.
The Canada’s Wild Island Archipelago theme and brand concept will be packaged and marketed to combat these barriers and – over time – cast a halo of the destination area.