Jasper’s new marketing campaign is Venture Beyond.
The tagline will replace Wonderful, By Nature. Tourism Jasper rolled out the new strategy at a stakeholder workshop on January 27.
“It’s powerful because it can be used in so many contexts,” said strategist Charlie Easton of C&B Marketing. “Venture Beyond your comfort zone, tourist traps, the highway.”
The Calgary-based advertising firm was hired on last April to help put Jasper’s story into words. Together with Stormy Lake consulting, the agency conducted more than 230 interviews to get an idea of what visitors, locals, journalists and key stakeholders had to say about Jasper.
“We’re selling the concept that Jasper is the base for adventure,” Easton said. “It’s what’s outside the town that makes this destination really special.”
The closely-guarded campaign was announced in conjunction with the revealing of a logo for Jasper’s
new visual language (see above). The logo draws inspiration from
glacial couloirs, skiing and nature, said consultant Byron Edwards.
“We wanted the logo to live in an outdoor world as opposed to a tourism world,” he said, noting its potential for merchandizing opportunities.
Tourism Jasper’s CEO, Mary Darling, said the campaign speaks to the relative adventure that anyone can have in Jasper.
“For some people, driving up the Icefields Parkway and not having cell reception is an adventure,” she said. Darling is proud of the final product.
“I love it, I believe in it so much,” she said.
Not everyone at the workshop was convinced, however. The Municipality of Jasper’s director of finance, Alice Lettner had some warming up to do. “I’m not a marketing person, I just know what I like. I’m not sure about Venture Beyond. To where? Valemount?”