Sunshine State of Mind
PLAN ACCELERATES TOURISM DEVELOPMENT IN MEDICINE HAT
Initiative
A Tourism Master Plan created for the City of Medicine Hat did more than what too many tourism plans do: market existing attractions, try to be everything to everyone, and/or view tourism in isolation of other elements of community building. The Plan integrates tourism into a transformative prosperity and quality of experience-focused community development path. Oh – and while aiming for the stars, might as well put a breath of fresh air into development of a tourism marketing campaign.
Deliverables
The Plan is INFORMED: by quantitative brand research and other Alberta tourism sector research.
The Plan is FOCUSED: on six differentiated signature experiences, identifying tourism product development actions designed to enhance each experience.
The Plan is TARGETED: at seven identified target markets – with product development actions identified for each target market.
The Plan is TRANSFORMATIVE: identifying a strategic path for the community to evolve from highway stop to animated cultural destination.
The Brand is CREATIVE: a “Sunshine State of Mind,” and sun splotch logo, builds from a climate advantage, generating awareness and consumer purchase traction more readily with a warm, happy, optimistic tone that contrasts with the greyer shades of everyday life.
Results
The Plan was a central feature of creation of a new Destination Marketing Organization in the City of Medicine Hat.
