Tourism Brand Guidelines

Carolyn Laronde
I P.O. Box 482, Temagami, Ontario POH 2H0 I Tel: (705) 569-2904
January6, 2016
Mayor & Council
Mumcipahty of Temagami
P.O. Box 220,
Temagami, Ontario
POH2HO
Re: Temagami Economic DeveloDment
.
—
-
Tourism Strategy
In 2009 Mattawa and area began to undertake the formation of a coalition to align
organizations and resources, business owners and others in hopes to create
opportunities for growth through tourism. They successfully developed a “tourism
coalition to foster sustainable economic development and growth in the region, through
tourism, while respecting the regions’ unique culture and ecosystems and enhancing the
quality of life for community residents.”
I am suggesting that Municipality of Temagami take the lead to do something similar for
this area/region. While it took several years to develop, The Mattawa Voyageur Country
Tourism Coalition created a strong foundation for tourism and consequently tourism
development is thriving in Mattawa, with 2 full time economic development staff.
www.visitmattawa.travel
Funding may be available from FedNor, MNDM, Trillium Foundation and Northeastern
Ontaro Tourism to support this work.
Attached are two documents worth reading relating to Mattawa Voyageur Country and
their initiatives. Let the discussions begin!
Thank you,
1’ 1
Carolyn Laronde
Att.
-Mattawa VC Tourism Brand Guidelines
-Mattawa VC Tourism Coalition Agreement
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Samuel de Champlain Provincial Park
Tourism Brand Guidelines
About the Mattawa
Voyageur Country
Brand & Guidelines
The brand encompasses everything that
we communicate about the region through
images and text. It is not just about logos
and taglines. It is the promise that we make
to visitors – what they will experience and
how they will feel when they are here. It sets
the stage for what consumers will associate
with Mattawa Voyageur Country as a travel
destination.
www.VisitMattawa.trave
Vision
Mattawa Voyageur Country is recognized as one
of Canada’s leading sustainable outdoor recreation
regions. It is the “gateway community” of choice
for people looking to visit or relocate to an area with
exceptional natural beauty, rich cultural and heritage
attributes, high-quality trail-based experiences and
outdoor adventures, a clean environment and a
friendly, small-town atmosphere.
These guidelines have been developed based
on the Mattawa Voyageur Country Marketing
Strategy 2011 – 2013. This can be downloaded
from the “About Us” section at
www.visitmattawa.travel
Mission
To inspire consumers to discover
Mattawa Voyageur Country and to entice them
to visit and/or stay longer in the region.
Brand Promise
Mattawa Voyageur Country offers visitors a diverse
set of authentic experiences within a unique,
spectacular and unspoiled Canadian landscape that
is steeped with cultural legends. Its new, surprising
and diverse four-season outdoor adventures can
provide extreme challenges to outdoor avids or
can foster a complete sense of relaxation and
connection to nature. Being close to the comforts
of friendly small towns and a nearby urban
centre, it is easy for families to share memorable
summer vacations. Its unique and historic blend of
cultures make it a surprisingly vibrant and cultured
destination to learn, live or visit – with impressive
museums, lively music festivals, outdoor events
and learning programs.
Samuel de Champlain Provincial Park
Brand Pillars
Mattawa Voyageur Country’s brand promise is
based on four pillars that define its key attributes
as a visitor destination.
They are the foundation for everything that we
do or say in support of Mattawa Voyageur Country
experiences.
Natural Adventure
Relaxed Quality of Life
Family Fun
Cultural Diversity
MVC is home to new, surprising, authentic, relaxing
or challenging four-season outdoor adventures in
a spectacular, pristine natural setting of significant
Canadian rivers, lakes and landscapes – a place where
visitors can easily enjoy the great outdoors while
being close to friendly small towns and a nearby urban
centre.
MVC is a region where it is easy and affordable for
families to share memorable and relaxed family
vacations centered on discovery, special events and
outdoor experiences.
MVC is the destination of choice for people looking to
vacation, relocate or become a seasonal resident in
a region with spectacular natural beauty, rich cultural
and heritage attributes, reasonably-priced real estate
and a safe, friendly, small-town atmosphere. It is
ideal for exploring, rejuvenation, personal fulfillment,
learning, retirement and small business development.
MVC is rich in Canadian heritage and culture. Located
where the Mattawa and Ottawa Rivers meet, it is
steeped with legends from one of Canada’s oldest
known Aboriginal travel and Voyageur trade routes. Today,
visitors enjoy its unique blend of English, Francophone
and Aboriginal communities, stimulating museums and
outdoor exhibits, renowned artisans and variety of music
festivals and outdoor events.
Tourism Brand Guidelines
3
Brand Imagery
MVC’s primary imagery and video will focus on the
brand pillars, preferably combining more than one pillar,
depending on campaign and/or tactic. If a campaign
focuses on a single brand pillar or niche market, images
will reflect the target market sharing experiences.
An image bank will be set up for image and video
management.
MVC’s secondary imagery could include annual or
one-time events and other supporting experiences
(e.g. dining, accommodation, etc.).
Images will evoke feeling,
capture sense of place
As per OTMPC guidelines, our imagery will
Work hard to capture a
spontaneous and real moment
in time – one that evokes
an emotional reaction and
encourages consumers to
see themselves in the picture.
We will use local images and video materials
with a representative person of our target markets
(e.g. outdoor avids/nature; families; retired roamers,etc.)
doing distinctive outdoor activities, showing feelings
and emotional response. The unique regional
characteristics, people and landscapes, especially water,
will be included in the imagery. The images will include
a location name so a sense of place is identified.
4
Tourism Brand Guidelines
Main Brand Image
Voyageur Canoe, Samuel de Champlain
Provincial Park
Iconic Images for Each Brand Pillar:
Natural Adventure
•Camping/RVing – Samuel de Champlain
Provincial Park, Algonquin Provincial Park,
private campgrounds and RV parks
•Canoeing/kayaking – Mattawa River,
Ottawa River, Samuel de Champlain Provincial
Park, Algonquin Provincial Park, other lakes
•ATVing – Voyageur Multi Use Trail System
(VMUTS), in towns
•Hiking - Eau Claire Gorge, Samuel de Champlain
Provincial Park
Samuel de Champlain Provincial Park
Relaxed Quality of Life
Images with older couples (45 to 65) enjoying learning
activities, training at CEC, natural adventures, recreation, relaxation, cottaging, landscapes, town images
- statues, artisans, etc. Quality of life – slow paced,
relaxed, no crowds, small business – computer on dock.
•Photography/Wildlife Viewing – moose, deer,
bear, birds, flora, scenery, etc.
Cultural Diversity
•House-boating, boating and/or fishing on the
Ottawa River
•Big Joe Mufferaw
•Horseback riding – guided tours or self-guided
on VMUTS trail
•Dr. S. F. Monestime, Canada’s First Black Mayor
•Mountain Biking – VMUTS, local roads
•Heritage Programs – Samuel De Champlain
Provincial Park (Voyageur Canoe Tour, park
guides/heritage programs), Nature’s Harmony
programs
Past Legends:
•Anahareo, Wife of Grey Owl
•Voyageurs/Fur Traders - Samuel De Champlain,
Etienne Brule, etc. (historic plaques, museums)
•First Spike
•3 Crosses
•Aboriginal Legends
•Snowmobiling - OFSC Snowmobile Trails
•Mattawa River, a Canadian Heritage River
•X-Country Skiing, kicksledding, snowshoeing
– Nature’s Harmony
Legends in the Making:
•Argo Tours – VMUTS, 3 crosses, etc.
Events: North Bay to Mattawa Canoe Race,
Lost in Rocks and Trees Mountain Biking Race,
Greenest Run, ATV Rallies, National Canoe Day,
Summer Series events.
Family Fun
Same as above but focus on family images in
summer only.
Secondary images: Families in front of statues,
Voyageur Days, etc. Events: Voyageur Days, National Canoe Day,
Samuel de Champlain PP heritage programs,
Adventure Week events
• Clermont Duval, Artist
• Maxwell Pottery, Artisan
• Legend of Timmins family, Moosehead Estate
and Retreat
• Greenest Race in Canada, Nature’s Harmony
• Toughest Mountain Bike Race in Ontario,
Lost in Rocks and Trees
• Valdy, Canadian Folk Legend, New Moon Café
• Best ATV Trails in Canada - Voyageur Multi Use
Trail System
• Voyageur Days – One of Ontario’s top 100 Festivals
• Music Legends in Mattawa Voyageur Country
(testimonials from music stars)
• Aboriginal Pow-Wow, Aboriginal Day Event
• National Canoe Day on Mattawa River
Tourism Brand Guidelines
5
Brand Vocabulary/Tone
The Mattawa Voyageur Country brand speaks directly to the audience in a personal, inviting way that emphasizes
MVC’s unique experiences. Additionally, the language will compliment the brand language used by CTC, OTMPC,
Near North, RTO13, etc. We will use experiential action words that will connect with our target markets.
Brand Palette
The colour palette is made up of 5 colours that best represent Mattawa Voyageur Country. Each colour can
capture the essence of some sort of experience. You have the opportunity to choose the colours that best
reflect the look and feel you want to portray.
This colour palette speaks to the nature loving and adventurous market. Blue and green share a connection
with nature, water and land, and are calming and soothing colours. Red and yellow create an encouraging
colour set that promotes an upbeat, outgoing, adventurous disposition. This assortment of colours can reflect
a diverse and active lifestyle when used together or apart.
VOYAGEUR
RED
LAKE
ROSSEAU
NIPISSING
6
Tourism Brand Guidelines
PMS
1955
CMYK
C8 M100 Y47 K39
RGB
R141 G27 B61
HEX
PMS
7545
CMYK
C55 M30 Y17 K51
RGB
R81 G98 B111
8D1B3D
HEX
51626F
PMS
288
PMS
7409
CMYK
C100 M75 Y6 K24
CMYK
C0 M33 Y98 K0
RGB
R0 G44 B119
RGB
R238 G175 B0
HEX
002C77
HEX
EEAF00
PMS
5615
CMYK
C48 M17 Y41 K51
RGB
R89 G112 B93
HEX
59705D
COUNTRY
STONE
ALGONQUIN
VisitMattawa.ca
VisitMattawa.ca
This logo is to be used for tourism
promotions. In this instance the Mattawa Voyageur Country logo shown
V
V
Brand Format
VisitMattawa.ca
VisitMatta
below must have the web address, www.visitmattawa.travel. (not the slogan Experience Algonquin North)
The colour of the URL is Country Stone and should always be this colour when added on with this MVC logo.
When the URL is shown alone it can be one of two colours; Lake Rosseau or Voyageur Red.
The municipality names (Bonfield, Calvin, Mattawa, Mattawan, Papineau-Cameron) may be used on occasion,
however, this would not be a standard feature. This would be determined on a case-by-case basis.
COUNTRY
STONE
www.VisitMatta
www.Vi
www.Vi
LAKE
ROSSEAU
VOYAGEUR
RED
Use of Leaves
The additional of the iconic leaves can be used in any creative.
Brand Typography
Warnock Pro: Bold Caption Italic Semibold P22 Cezanne Regular (customized)
*suggested font text copy: Univers Family
size:10.5 pt
Tourism Brand Guidelines
7
The 2011 to 2013
Marketing Campaign
The 2011 to 2013 main marketing campaign
will be centered around the lead message:
EXPLORE WHERE LEGENDS ARE MADE!
The primary target markets are: outdoor avids/nature
(Summer, Fall & Winter); Families (Summer) and in-market
visitors/traffic on Hwy 17 (Year-round). There will be three types of main campaign tactics
developed including lure, fulfillment and in-market.
Additional specialized sub-campaigns may be developed
as follows:
Nature & Adventure Campaign
– COME EXPLORE WHERE LEGENDS ARE MADE!
Family Fun Campaign
– CREATE A LEGENDARY FAMILY VACATION!
Motorsports & Fishing Campaign
– COME EXPLORE WHERE LEGENDS ARE MADE!
Adventure Events Campaign
– BECOME A LEGEND!
Lifestyle Campaign
– DISCOVER A LEGENDARY PLACE TO LEARN, LIVE AND VISIT!
Our Current Collateral
Examples of existing collateral (banner, fabric wall, bookmark and website
screen), contest card from last year.
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Tourism Brand Guidelines
8
Collateral
www.visitmattawa.travel (English and French sites)
Contest postcard
VisitMattawa.ca
VisitMattawa.ca
Full page
ad in Get Out There
Magazine web banners on www.getouttheremag.com
www.VisitMattawa.travelMAttAwA RIvER CANOE RACE
COME EXPLORE
WHERE LEGENDS
ARE MADE!
VENEZ VOUS
PLONGER DANS
LA LÉGENDE
RUN Off-thE-GRID
LOSt IN thE ROCkS
AND tREES
Come and feel the magic where the Mattawa
and Ottawa Rivers meet. Located just east
of North Bay, Ontario, Mattawa Voyageur Country
provides endless opportunity for exciting year-round
adventures, authentic rural charm, unique places to
eat and friendly bilingual hospitality. Become a legend
during one of our races!
Venez au confluent des rivières Mattawa et Ottawa et
imprégnez-vous de leur magie. Situé juste à l’est de
North Bay, en Ontario, Mattawa Voyageur County vous
offre d’innombrables occasions de vivre, toute l’année,
des aventures captivantes, de profiter de son charme
rural authentique, de ses endroits où manger et de son
accueil chaleureux bilingue. Entrez dans la légende
pendant l’une de nos courses!
2011 LEGENDARY RACES
COURSES LÉGENDAIRES 2011
• LOSt IN thE ROCkS AND tREES
July 16, 2011/Le 16 juillet 2011
Ontario’s Toughest Mountain Bike Race
La course en vélo de montagne la plus difficile de l’Ontario
30km, 60km, 110km
• MAttAwA RIvER CANOE RACE
July 23, 2011/Le 23 juillet 2011
The Jewel in the OMCKRA’s Racing Schedule
Le joyau du programme de courses OMCKRA
64 km
• RUN Off-thE-GRID
September 24, 2011/Le 24 septembre 2011
Ontario’s Race with the Smallest Footprint
La course à la superficie la plus petite en Ontario
25km, 50km
www.VisitMattawa.travel/races
Tourism Brand Guidelines
9
Collateral
Regional Map Piece. Used to highlight area attractions and festivals.
Available at the Information Centre
Tent Card
Placed in local
establishments to
highlight the area
Tourism Brand Guidelines
10
Collateral
Bannerstand
Posterboards for Information Centre
squa
VisitMattawa.ca
VisitMattawa.ca
VisitMattawa.ca
Samuel de Champlain Provincial Park
www.VisitMattawa.travel
www.VisitMattawa.travel
VisitMattawa.ca
VisitMattawa.ca
VisitMattawa.ca
VisitMattawa.ca
VisitMattawa.ca
Eau Claire Gorge
Algonquin Provincial Park
www.VisitMattawa.travel
www.VisitMattawa.travel
VisitMattawa.ca
VisitMattawa.ca
Voyageur Multi-Use Trail System
VisitMattawa.ca
VisitMattawa.ca
Voyageur Multi-Use Trail System
V
VisitMattawa.ca
Bonfield
www.VisitMattawa.travel
www.VisitMattawa.travel
VisitMattawa.ca
VisitMattawa
www.V
www.VisitMattawa.t
Tourism Brand Guidelines
11
Collateral
Discovery Routes Map and Rack Card.
Project Recognition Plaque
Collateral
E-newsletters (spring edition shown)
3 Additional editons to come both in English and French
Looping video shown at Information Centre
Large TV display with Looping video.
Collateral
Information centre literature racks and display cases.
Collateral
Scenic Route Signs
Travel-Visitor Signs
This document is subject
to change upon final approval
CREATED: June, 2011
TOURISM COALITION AGREEMENT
CREATING THE OPPORTUNITY FOR GROWTH THROUGH TOURISM
The Mattawa Voyageur Country Tourism Coalition is a collaborative of 10 organizations including:
Mattawa Bonfield Economic Development Corporation
160 Water Street
Mattawa, ON P0H 1V0
Contact: Jacques Begin
Tel: 705-744-2311
The Canadian Ecology Centre
P.O. Box 430
Mattawa, ON P0H 1V0
Contact: Bill Steer, General Manager
Tel: 705-744-1715
Mattawa-Bonfield Chamber of Commerce
P.O. Box 189
Mattawa, ON P0H 1V0
Contact: Tzach Elnekave
Tel: 705-223-4340
Bonfield Agriculture Society (waiting for a letter)
Contact: Jean Chaput
Tel: 705-776-9820
Mattawa Equestrian Club
P.O. Box 564
Mattawa, ON P0H 1V0
Contact: Diane Corriveau, Treasurer
Tel: 705-744-2597
Mattawa and Area Snowmobile Club
Contact: Francine Brazeau
Tel: 705-472-2700
Mattawa Voyageur Days
P.O. Box 719
Mattawa, ON P0H 1V0
Contact: Lynne Bastien, Co-chair
Tel: 705-744-0222
Canadore College
100 College Drive
North Bay, ON P1B 8K9
Contact: David Himmelman, Dean of Schools of Hospitality and
Tourism and Recreation and Leisure
Tel: 705-474-7600
Ontario Parks
P.O. Box 147
Mattawa, ON P0H 1V0
Contact: Tracey Snarr, Park Superintendent
Mattawa-Ottawa River Valley Provincial Parks
Tel: 705-744-2276
Voyageur Multi Use Trail System
P.O. Box 39
Mattawa, ON P0H 1V0
Contact: Bob Rowlandson, President
Tel: 705-744-1565
Purpose: Overview of the Mattawa Voyageur Country Tourism Coalition
The MVC Tourism Coalition is a sub-committee of the MBEDC. It includes 10 member organizations plus a MVC
resource team. The resource team includes MBEDC staff, a tourism intern and a consultant.
Founded in January 2009, it has brought the MBEDC, individual community organizations and businesses together.
It has created the platform for the development of new experiences, events and regional marketing promotions as
well as the opportunity for tourism education, training and workshops for local residents and business owners,
through partnerships with Canadore College and Canadian Ecology Centre.
The mandate of the tourism coalition is to foster sustainable economic development and growth in the region,
through tourism, while respecting the regions' unique culture and ecosystems and enhancing the quality of life for
community residents. The mission of the tourism coalition is to work co-operatively to fulfil the regional tourism
vision, which will result in business retention, expansion and attraction.
manningconsultinggroup.com
Introduction to the Mattawa Voyageur Country Tourism Coalition
2
Vision: Mattawa Voyageur Country is recognized as one of Canada's leading sustainable outdoor recreation
regions. It is the "gateway community" of choice for people looking to visit or relocate to an area with exceptional
natural beauty, rich culture and heritage, high-quality trail-based experiences and outdoor adventures, a clean
environment and a friendly, small-town atmosphere.
The tourism coalition has the following objectives:
1.
To facilitate the development of a community tourism coalition which recognizes the collective benefit of
working together in a unified voice.
To define the best prospective markets for MVC based on existing National, Provincial (e.g. OTMPC, Ministry
of Tourism, etc.), regional market research.
To create an inventory of features and resources available in the area (i.e. natural resources/attractions;
cultural resources/attractions; accommodations; restaurants; local food suppliers; retail; outfitters/guides;
storytellers; musician; events, etc.) using GIS mapping.
To faciliate the development of unique and high quality tourism experiences, in partnership with community
organizations and businesses, that will meet market demand.
To create and implement a 3 year strategic business and marketing plan that aligns with the Northern
Ontario Tourism Strategy, Northern Portal and Ministry of Tourism's Discovering Ontario; A Report on the
Future of Tourism.
To develop and coordinate destination readiness including:
a. Effective relationships with government (e.g. Municipal, MNR, Ontario Parks, OTMPC, Mtour, MTCU,
FedNor, MNDM, etc.) to reduce/eliminate barriers to tourism development.
b. Building community capacity for tourism development and customer service (i.e. having a labour force
and volunteers that are well trained, skilled and multilingual, etc.)
2.
3.
4.
5.
6.
Key Accomplishments since January 29, 2009:
•
•
•
Commitment (financial and human resources) by MBEDC to support tourism development in the region
Commitment (financial and human resources) by 10 organizations to work together as a Tourism Coalition
GIS Mapping to create inventory and analysis of regional tourism assets (completed)
•
Phase 1 – Spring/Summer Marketing (2009)
o Received funding support from NECO and Tourism Coalition)
o Creation of region tourism-focused website www.visitmattawa.travel
o Creation of bookmarks to push to new website
o Creation of partner promotion badges for new website
o Cross promotion of region through Voyageur Days
•
Phase 2 – Building Community Capacity (2009-2011)
o Received Trillium Foundation funding
o Training and Workshops
 Building Experiences and Bundles
 Creating Successful Events on Trails
 Using Digital Media for Tourism Promotion and Importance of Cascading Website
Marketing
 Introduction to Tourism and Customer Service
 Creating a Successful Outdoor Adventure Business
o Product and Experience Development
 Creation of MVC Food and Trade Show
 Creation of programming to attract New Canadians/New to Outdoors Markets (e.g.
Glamping, intro to camping, cooking, etc.)
 Voyageur themed equipment (e.g. tents, cooking pots, costumes, etc.) to support
experience/product development and events
 Winter ATV and Snowmobiling Event
• Attendance at the Outdoor Adventure Show Feb 2010 with contest
• Creation of “Outdoors Made Easy” contest, hosted by Kevin Callan in Samuel de
Champlain Provincial Park, and featuring local culture and assets
manningconsultinggroup.com
Introduction to the Mattawa Voyageur Country Tourism Coalition
•
3
Phase 3 – Project Management and Marketing (2010 to Present)
o FedNor and OMFRA – RED funding
o Project Management Services
o Ongoing product development in region
o Marketing & Promotions
 Brand development toolkit
 Website upgrades
 Phase 2 GIS interactive programming – Q3 Smart PhoneTour Guide
 E-marketing campaign
 Photography and video
 Display materials
 Print, radio, advertising
 Contest development & promotion
 Lifestyle Attraction campaign
 Media relations
 Regional signage (in-market)
 Travel and Trade Shows
 French Market Campaign/translation
Ongoing Product Development:
• Voyageur Days Summer Series (music and events every Saturday)
• Bike Train & Lost in the Rocks and Trees Event
• Ongoing programming – “ Outdoors made Easy” – Ontario Parks, CEC and local outfitters
Job Created:
• Temporary intern position was turned into a full time Tourism Development Coordinator position
• Intern has been hired to support Tourism Development Coordinator
• Q3 Technologies relocated to Mattawa Voyageur Country
• Potential for additional jobs through Q3 training at Canadian Ecology Centre
Community Contact:
Mike Stiell, Tourism Development Coordinator
Email: [email protected]
Tel: 705-744-1715 ext 631
Tourism Coalition Facilitator:
Trish Manning
Manning Consulting Group Inc.
Email: [email protected]
Tel: 705-385-9226
manningconsultinggroup.com