Squamish, British Columbia
Challenge: On its way to becoming a world-class destination, Squamish has come a long way since its days as a timber town. For many years Squamish has been transitioning to a tourism-based economy. Any community trying to do this will experience some challenges along the way. Squamish has been faced with a two-fold challenge: The first is trying to compete with all the other communities in the region that are also working to attract new industry, visitors and residents. The second is overcoming the perception of being a stodgy lumber town and a pit stop on the way to Whistler, one of the top ski resorts in North America. Our team was brought in to develop a plan to address these challenges.
Solution: Roger’s Community Branding program helped Squamish put together their Branding, Development, and Marketing Action Plan. The action plan will achieve several goals: First, to position Squamish as one of British Columbia’s best destinations in which to live, work and play. Second, to differentiate Squamish from other Western Canadian and British Columbia communities. Third, to make Squamish THE destination of choice for visitors, not just a pit stop on the way to and from Whistler. Finally, to create year-round job and business opportunities beyond just tourism.
Squamish's brand position: To youthful, intelligent, and active people who highly value outdoor activity and their connection with their natural surroundings, Squamish is the community that has, within 10 minutes, more breathtaking outdoor adventure opportunities than any other community in Canada.
Squamish's brand promise: You can experience the world’s most epic outdoor adventures—from sea to sky—all within 10 minutes of one another. Hardwired for Adventure.
- The brand leadership team is implementing the recommendations from their Branding, Development, and Marketing Action Plan.
- An RFP for signage and wayfinding has been issued
- Incredible new website design and content to reflect the brand
- Municipal vehicles and communiqués bear the new logo and slogan
- Gaining recognition through notable publications such as the New York Times