Tourism Jasper will soon be calling on western Canadians to Venture Beyond.
The Destination Marketing Organization’s new brand will be unveiled to the regional tourism market May 4, in conjunction with the launch of their new website.
“We’re appealing to the inner adventurer in all of us who want to do something just outside their norm,” said Mary Darling, CEO of Tourism Jasper.
Venture Beyond was introduced to the community and businesses of Jasper in February. The tagline replaces Jasper, Wonderful By Nature. Reaction to the new slogan has been mixed, but Darling is confident that the story will resonate with Jasperites as more people understand it as a call to action.
“There are still potentially people who haven’t gotten on board. We want to work with those who are willing, to communicate the story and provide tools for them to use it,” she said.
The regional roll out will take the form of television and radio commercials, print ads in magazines and online spots with major media outlets such as the Edmonton Journal.
Tourism Jasper will also pump the brand heavily through Instagram, Facebook and Twitter. In Jasper, Darling expects to see Venture Beyond to become more and more visible.
“I think we’ll be starting to see the brand on the ground. Businesses will be using it in their collateral pieces, it’ll be in the Visitors’ Guide, the logo will be on uniforms, business cards will start to change over.”
In the meantime, Tourism Jasper is creating a visual marketing campaign called What’s Your Adventure? The spot features images of Jasperites of all stripes taking part in a variety of activities. Darling is hopeful that local “adventure experts,” i.e. Jasperites, will share their stories and want to be featured in the campaign.
“We’re filming Jasper adventures, from the spectrum of reading a book on the beach to backcountry hiking,” she said.
To get involved with the campaign, contact Tourism Jasper.