Vancouver's Destination Brand
Vancouver is a place that connects people and inspires them to live with passion.
Tourism Vancouver is excited to share our new Vancouver Destination Brand.
What is a destination brand? It’s more than just a logo. It’s our destination’s competitive identity, values and voice. It’s what differentiates us from cities around the world. It’s our promise of a unique kind of travel experience.
Tourism Vancouver devoted more than a year to the development of the Vancouver Destination Brand. The two-part project included a year-long investment in brand research and strategy, led by MMGY, and a design phase involving the creation of a visual identify system, led by McCann Canada.
An external Brand Advisory Group was formed to help steer the process. Stakeholder interviews were conducted with 150 representatives from Vancouver industry, media, government, First Nations, brands and sports teams. Focus groups were conducted in three US cities. Online surveys were completed by 1,800 Metro Vancouver residents, and 3,200 international customers. From here, the brand architecture for the Destination Brand was born.
Members – go to the Tourism Vancouver Extranet to access more information about the Destination Brand including your downloadable “Member of Tourism Vancouver” logo.