Living the Brand Workbook - Oceanside Tourism Association

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WELCOME TO THE PARKSVILLE QUALICUM BEACH LIVING THE BRAND WORKBOOK. This workbook is intended to help you use the Parksville Qualicum  ...
parksville qualicum beach

Living the brand workbook november 2012

Parksville Qualicum Beach Nanoose Bay French Creek Lighthouse Country Arrowsmith Coombs Country

introduction

Welcome to the Parksville Qualicum Beach Living the Brand Workbook This workbook is intended to help you use the Parksville Qualicum Beach brand to meet your own marketing needs. It will help you frame your marketing and communications to ensure you benefit from the Parksville Qualicum Beach brand awareness and meaning. These brand principles can shape all channels of communication, for all members of the community. While every property, attraction, business and community has its unique brand position, they all fit under an umbrella of the Parksville Qualicum Beach brand for visitors. This workbook is a companion document to the Brand Standards and Collateral Guidelines that outlines the proper usage of the name and identity.

A note about destination brands The best destination brands are narrowly focused and known primarily for one thing, even though they might offer several other experiences as well. Promoting a wide array of visitor interests means opening yourself to more competition, ultimately diluting the brand focus. Advertising that “We have it all” or “Something for everyone” means nothing to the consumer, and strains credibility. Good destination brands have to have a singular focus, one image that comes alive in the minds of consumers.

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TABLE OF CONTENTS

Research findings . .....................................................................4 Our primary target audiences..........................................5 The Brand Model...........................................................................6 The Brand Model detail...........................................................7 Calibrating your brand to fit with the overall vision for the region...........................................9 Tone and Manner......................................................................... 11 Aligning your own marketing efforts with the brand............................................................................. 13 primary target audience profiles................................ 17 further resources................................................................... 20

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RESEARCH FINDINGS

HOW VISITORS VIEW OUR DESTINATION Our research across the spring, summer and fall of 2012 with more than 120 visitors and 80 members of the community identified some key insights into how visitors view our region. In the eyes of the visitor, the following list represents the key assets of Parksville Qualicum Beach: • Endless beaches • Kid-friendly • Falls • Parks

• Quaint • Big trees • Mountains • Caves

• Forests • Coombs • Markets • Festivals

While each asset on the list plays a very important role in defining the region, not all of them are unique differentiators to Parksville Qualicum Beach as other destinations can lay claim to them as well. The main differentiator for the region is the abundance of gentle, beautiful and endless beaches, which have become an icon of the region. The region’s quaintness, its caves and Coombs market have become additional differentiators for Parksville Qualicum Beach. All of the other assets complete the vacation but they do not differentiate our region from others.

The visitor experience The visitors’ experience in the Parksville and Qualicum Beach area has a number of different aspects: • The beach is fantastic and an essential element of any vacation. • But it’s not all about the beach. For many travelers, the beach is just one of the many different things to do. It is an experience, but not the brand. • While being beautiful does not differentiate Parksville Qualicum Beach from other BC destinations (because they are all beautiful), Parksville Qualicum Beach is beautiful in its own right and is highly valued for this. • Parksville Qualicum Beach provides its visitors with an opportunity to connect in 4 key ways: • Connect with nature. • Connect with family. • Connect with yourself. • Connect with local culture. • The relaxed and peaceful pace is experienced and valued. • For the majority of travelers, a visit to Parksville Qualicum Beach is rejuvenating. “It makes them stop & appreciate life.” • In a very positive sense, Parksville Qualicum Beach is nostalgic. It brings people back to their youth and it reminds them of better days in the past. “Coming down here is like a trip down memory lane. You get the same kind of vacation.” Ultimately, it is an idealized vacation. It represents what you always wanted a vacation to be, even if you never experienced it yourself.

“Time seems to go away. You’re not paying attention to the clock. Kids can run free.”



“Vacations like this are harder and harder to find.”

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OUR PRIMARY TARGET AUDIENCES

Some very significant and reliable research has been conducted by the Canadian Tourism Commission to identify different types of visitors based on how they like to explore a destination. These are called Explorer Quotient (EQ) types. Our research has found that there are three core EQ types that are the predominant visitors to Parksville Qualicum Beach. The Cultural Explorer is the number one visitor – year-round. Cultural Explorers are defined by their love of constant travel and continuous opportunities to embrace, discover and immerse themselves in the culture, people and settings of the places they visit.

The Free Spirit is the other visitor most likely to visit our region in the peak summer season. Free Spirits are highly social and open-minded. Their enthusiasm for life extends to their outlook on travel. Experimental and adventurous, they bask in the best hedonistic experiences they can afford and that they can share with others.

The Authentic Experiencer is the other visitor we find here in the shoulder and winter seasons. Authentic Experiences are typically understated travelers looking for authentic, tangible engagement with destinations they seek, with a particular interest in understanding the history of the places they visit.

By focusing on these three core audience segments you will not only break through the clutter and speak to them more effectively, but you will also increase your appeal to all other visitors by more clearly articulating who you are and what you have to offer. More detailed profiles of these three primary audiences are included at the end of the booklet, starting on page 17.

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THE BRAND MODEL

A brand model is an incredibly important tool to align all brand marketing efforts for our region. •

It will ensure the aspirations for our brand are defined, agreed and documented



It is based firmly in facts from today, but details where we want to go



It acts as an aid to decision making



If we live up to it, we will create a singular emotional connection with our target audience

And this last point is key - ultimately a brand is an emotional connection between a visitor and a destination. While many similar activities can be experienced in many different places, the emotional experience of being in our region is absolutely unique and is why visitors come to visit us, and return again and again. Our brand model includes three core elements: The brand promise is the unique, defining end-benefit of our brand, or simply “What we deliver” The brand essence is the personality of the brand, or simply “How we do it” The brand attributes are the external ramification of the essence and promise, they are “How we want to be described” Our brand model:

The next couple of pages take you through the detail of how we have landed on the promise, attributes and essence above.

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BRAND MODEL DETAIL

THE BRAND ATTRIBUTES Our brand attributes are based on the needs our visitors are seeking to satisfy when they visit Parksville Qualicum Beach. How we should describe ourselves is in direct response to these needs.

Energizing A vacation in Parksville Qualicum Beach is about doing something different, something quiet, but something uplifting for the soul. Our visitors will need to feel like a new person by the time they leave. We offer vacations where they can do as much or as little as they like, in an atmosphere that isn’t forcing their hand at all. This way they will feel in control, and we will describe our region as energizing. Warm & Gentle To escape their high-stress lives, our visitors need to feel like they have had a break. A vacation in our region is filled with simple pleasures from a simpler time. It is in an environment that is welcoming, nurturing and approachable, for them and their families. In this way, we will describe ourselves as warm and gentle. Quirky Looking for unstructured travel and unique experiences, our visitors will be entertained, but not in a mainstream way. They can go back home and tell stories of the interesting sights, sounds and smells they have experienced. We revel in our uniqueness, and the amount of fun that you can have in the region. Seeing goats on a roof, exploring the fantastical sandcastles, touching your first anemone, blasting your grandmother from a bumper boat, sleeping in a hanging sphere. It’s not your everyday kind of fun, it’s a fun that can only be described as quirky. Beautiful While beautiful feels obvious, it is delivered in so many different ways. Adventure doesn’t always have to be extreme – it can mean finding a new trail to walk on or discovering an incredible vista. Our visitors will experience a vacation full of great discoveries – amazing villages, beaches and meals. But most of all, we will share our natural wonder. Our forests and our trails. Our giant trees and our rivers. Our beaches and our sunsets. Our mountains and our waterfalls. The smell of the cedars and the sea, the roar of the falls, the pull of the tide and the warmth of the sun.

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BRAND MODEL DETAIL

Nostalgic Our visitors yearn for a connection to the past and, in particular, to their past. Reliving moments that have made them who they are. They want to show and share these moments, and the emotions they bring, with their families. We help them relive memories because the activities we offer, and the spirit in which we offer them, is reminiscent of a better, purer time. In this way, we will describe ourselves as nostalgic. Honest In the midst of hectic lives driven by new technology and many activities we offer a vacation that gets back to what visitors know is real. “Good clean fun” is the name of the game. No x-box, no super late nights, no stress, no worries. Just quality time and we offer “good clean fun” in abundance. We are real and we are open. And it is essential that we are never patronizing. Our language, our imagery, our promise and our behaviour will at all times be honest.

THE BRAND PROMISE Every visitor to our region, in some way, talks about the connections they are making. Connections to nature, to local culture, to their families and to themselves. These connections lead to positive emotions, which in turn lead to strong memories of the region. Therefore our promise is to deliver connections that matter.

THE ESSENCE OF THE BRAND If we are to be described as Energizing, Warm & Gentle, Quirky, Beautiful, Nostalgic, Honest by delivering connections that matter, we need to find a common thread that runs through everything we do. We make people feel new by taking them back to a better time. The feelings, the values and the connections haven’t changed much for many years. This is incredibly positive, because our visitors have an idealized memory of this region, even if they have never been here! We can invoke this memory and tap into the power of the associated emotions. In this sense, we are Timeless. We have the power to rejuvenate and inspire our visitors today - in all of the connections that matter: with nature, local culture, their families and themselves. In this way we will give a new and unique experience, and we will be Refreshing. Refreshingly Timeless is who we are and how we need to act. We hold onto the important values, but put a modern twist on them to make people feel new. Through our old-fashioned values, we rejuvenate. It is very important that we not be trapped in time. We are not a slave to the past, nor do we resist change. We value the warm & gentle, nostalgic and honest values of the past, by expressing them in beautiful, quirky and energizing ways.

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CALIBRATING YOUR BRAND TO FIT WITH THE OVERALL VISION FOR THE REGION

i) Your brand attributes The brand model described above is for the region as a whole, but it has been designed to be able to accommodate the individuality and uniqueness of the wide variety of businesses, attractions, and communities within the region. There are six attributes, Energizing, Warm & Gentle, Quirky, Beautiful, Nostalgic, and Honest. Every organization within the region can decide how they deliver upon these attributes in their own unique ways. Some attributes might be more relevant than others. Imagine a brand attribute graphic equalizer – where you calibrate the attributes you promote to the experiences and emotions you deliver. The combination of all the organizations will amount to the overall brand. Here are some examples: The beach might deliver every brand attribute, but perhaps it is less “quirky” than other places. However, the Sand Sculpting Competitions certainly would deliver on quirky. The bumper boats at Paradise Adventure Park are definitely more quirky, but this attraction is also warm and gentle and nostalgic. So these are the three attributes that this destination should emphasize. It would be less naturally beautiful when compared to other places in the region. This is not a criticism, but an acknowledgement of the unique strengths that this attraction brings to the region. Horne Lake Caves is very energizing and beautiful and there is something very honest about exploring our world underground, but it is not a warm and gentle experience, nor should it be promoted that way.

Identifying your unique set of brand attributes is not about what you want to be, but what you really are, particularly as seen by your visitors. You need to decide which of the six attributes you represent best.

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CALIBRATING YOUR BRAND TO FIT WITH THE OVERALL VISION FOR THE REGION

ii) Your brand promise In addition to the attributes, you too will have your own brand promise, but it may not necessarily focus on all four connections – to family, nature, themselves and to local culture. Perhaps you are all about nature. Perhaps you are a festival that is about connecting with locals. Perhaps you are a place where visitors can connect with their families. Perhaps you are a place where you allow people to reconnect with themselves by invoking the nostalgia of childhood. By articulating your own brand promise as one of the four connections that make the region special you will be able to more effectively focus your marketing materials.

iii) Your brand essence As with the attributes and promise, not every destination, attraction or community will be equally balanced between refreshing and timeless. You may deliver experiences that are more focused on one aspect or another. One way to determine this balance is to look at your attributes as they line up with one of the two elements of the brand essence.



Refreshingly

Quirky Warm & Gentle

Energizing

Timeless

Nostalgic

Beautiful Honest

The way you communicate your brand should always be Refreshingly Timeless – but you may lean more strongly to “Refreshing” or “Timeless”.

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TONE AND MANNER

In writing Written tone of voice is the ‘personality’ of the brand. Tone of voice helps guide what you say or write, and how you say it, i.e. the content and style of your communications in any setting. Your tone of voice should be based firmly on the attributes of your brand. Just like Parksville Qualicum Beach, the personality of the brand (and thus the language) is honest, editorial in nature, warm and at times quirky – often emphasizing connections to friends and loved ones, as well as connections to the past and the present. While the language used for much of the collateral reflects these attributes, mediums such as advertising should take on a more light-hearted tone. The goal for all communications should be to inspire people to visit. Example of brochure copywriting Many destinations try to appeal to the traveller for reasons that only scratch the surface. Reasons like getting a good tan, lounging at the open-bar at an all-inclusive, taking an overpriced bus tour and other activities that only give a snapshot of a place. At Parksville Qualicum Beach, we don’t just want you to scratch the surface of what a perfect holiday should be. We want you to dig your feet deep into the wet sand reminding you of what a real and authentic vacation was and can
be again, for kids and adult kids alike. Sometimes you dig deep by not doing anything more than slowing down and really listening. Listening to your heart, your spouse, your kids, a local shopkeeper, or listening to the sounds of the crashing waves. Sometimes by jumping off rocks into a cold stream or exploring caves for hidden treasures. The result of these experiences is a timeless connection to holidays past with a strong connection to the present and the people you will meet along the way. Welcome to Parksville Qualicum Beach The more the language you use in your own communications materials is honest, editorial, warm and at times quirky, the more you will benefit from and align with the brand.

In photography Photography is a core element of your identity and helps bring the brand to life. The photographic style for Parksville Qualicum Beach is authentic, inclusive and editorial in nature and should speak to our core visitors. With their slightly candid look, contemporary images that pay homage to the photo styles seen in today’s social media like flickr or Photobucket are good examples. The photos should reflect the authenticity of the destination and should not look staged like a professional photo shoot with models but rather should reflect the real people and visitors who make up the community.

Continued next page

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TONE AND MANNER

Off-brand (not authentic)

On brand (authentic, inclusive and editorial)

The use of vintage colour Polaroid images of the Parksville Qualicum Beach area in combination with current photography is encouraged to help bring the brand to life and reference holidays past.

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ALIGNING YOUR OWN MARKETING EFFORTS WITH THE BRAND

There are five steps you can take to help ensure your own marketing benefits from the Parksville Qualicum Beach brand.

1. Build a customer profile Build a profile of your own target customer. Use some of the insights from the EQ descriptions outlined on pages 17 to 19 and write a portrait of your customer. Be very specific. Describe an individual customer that you know who represents your primary audience. Answer key questions like: •

Who are they?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

Where are they from?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

Who were they visiting with?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

What brought them to Parksville Qualicum Beach?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________

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ALIGNING YOUR OWN MARKETING EFFORTS WITH THE BRAND



Why did they specifically come to you and what did they enjoy the most?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

What would make them come back?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

What will they say to their friends back home about you?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ •

What messages will resonate the most with them?

___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ When you are finished, give them a name and find a picture of someone like them. Refer to this whenever you work on your marketing materials.

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ALIGNING YOUR OWN MARKETING EFFORTS WITH THE BRAND

2. Build an attribute brand equalizer For each of the six brand attributes, rate how strongly you deliver each of them. Use a five-point scale and answer the question from the perspective of your primary customer, not what you want it to be.

Not at all

Completely

Energizing

1

2

3

4

5

Warm & Gentle

1

2

3

4

5

Quirky

1

2

3

4

5

Beautiful

1

2

3

4

5

Nostalgic

1

2

3

4

5

Honest

1

2

3

4

5

Validate your work with some colleagues.

3. Align your brand promise The Parksville Qualicum Beach promise to visitors is that they can make Connections that Matter. Answer the question “how do you help visitors make connections that matter?” Consider your customer connecting to nature, to local culture, to their families and to themselves. ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________

4. Align your brand essence Look at the experiences you offer and how they are refreshingly timeless. It is essential that you are honest and authentic – the traveler will see through any exaggeration. Don’t try to be what you are not. Here are a few questions: We provide a refreshingly timeless experience because ______________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________

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ALIGNING YOUR OWN MARKETING EFFORTS WITH THE BRAND

We could be more refreshing by_ ________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ We could be more timeless by___________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________

5. Review your marketing materials Review your current and future communications and evaluate them against a few criteria: Does the imagery looked staged, or is it authentic? Does it show real people having real experiences? Does it have warmth? Is the language friendly and accessible versus formal and touristy? Does it sound like it could have been spoken by an enthusiastic local? Does it talk about connections that matter? (Note, these specific words do not need to be used.) Overall, does it communicate a timeless experience delivered in a refreshing way?

So what now? After completing these exercises you should have a good sense of your attributes, promise and essence and how you align with the Parksville Qualicum Beach brand. You should have a sense of what connection you deliver (your promise), how you deliver it (your essence) and how you want to be described (your attributes). These will be useful tools for future decision making at all levels of your business. And if everyone within the region uses these tools, we know that the overall impression for visitors to Parksville Qualicum Beach will be clear, strong, emotional and motivating – and we will all benefit as a result.

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PRIMARY TARGET AUDIENCE profiles - cultural explorers

Cultural Explorers – all year Cultural Explorers are defined by their love of constant travel and continuous opportunities to embrace, discover and immerse themselves in the culture, people and settings of the places they visit. Some insights: •

They are spontaneous and do not like overly planned vacations, they want to discover the places they visit.



They work hard for their money and enjoy spending it.



They place a higher importance on family.



They are less attracted to crowds.



Ideal experiences: observing nature, participating in activities amidst beautiful natural settings, authentic local experiences like attending a 
farmer’s market, shopping for local arts and crafts, or viewing outdoor street performances.



Allow connection with the destination through access to its people, foods, customs.



Demonstrate ‘choose your own adventure’ and ‘off the beaten track’ experiences.



Emphasize ability for CEs to learn about/be immersed in destination/experience at their own pace – unconstrained by schedules or group tours.



Smaller, more intimate and locally relevant operators will appeal even more to this audience.



Less structured and planned options still apply (appeal to desire for flexibility). This group will seek to avoid overly structured itineraries as a way to feel less stress while on vacation.



Include options for families, as many of those planning or considering Parksville Qualicum Beach for their next trip are families.



Often like to mix smaller towns with more vibrant larger cities. Mixing Vancouver/ Victoria with our region makes a lot of sense to long-haul travelers.

In general, messaging should emphasize:

The most effective communications channels for inspiration and planning are:



Opportunities to try new things and learn.



Opportunities to connect with and get to know locals.



The variety of things to do.



Beautiful scenery, active adventure, shopping and dinning, and other food-related activities.



Options for families.





Peer-to-peer and word-of-mouth.



Websites.



Unpaid media (articles in magazines and features on TV shows).



Newspaper magazine and billboard advertising.

Discounts.



On-line travel advertising.



Style and creativity, but not in an ostentatious or overly trendy manner.



E-mail promotions.



Travel as a time for escape.



A more female-oriented approach.

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PRIMARY TARGET AUDIENCE profiles - free spirits

Free Spirits – summer peak season Free Spirits are highly social and open-minded. Their enthusiasm for life extends to their outlook on travel. Experimental and adventurous, they bask in the best hedonistic experiences they can afford and that are shared with others. Some insights: •

They have a joy of consumption.



Brands are important.



They pursue novelty and personal escape.



The Free Spirit is active and adventurous, so greater emphasis should be placed on outdoor nature activities/sports that they can actively participate in and enjoy with others.



Many Free Spirits have families with young children. Consider lifestage-oriented activities for these groups by offering quality child care programming. They would want a break from the kids, but would prefer they have enriching, educational yet fun activities to do.



Free Spirits prefer more structure in their travels and enjoy Group Travel more. Packages and tours will likely resonate even more with this group.



Free Spirits like variety. Although they enjoy vibrant city experiences, they also very much enjoy outdoor nature experiences that often take place outside of the city. This makes our region an important part of a Victoria-Tofino experience.



Avoid emphasis on locations that could be seen as risky or too off the beaten path that would cause them to be concerned for their safety.

Messaging should be strong, direct, fun and lively. To address their social values it should:

The most effective communications channels for inspiration and planning are:



Show successful, stylish, younger people.



Peer-to-peer and word-of-mouth.



As well as some with children.



Discussion with friends and colleagues.



Speak to a younger audience.



Websites.



Emphasize fun and socializing.





Emphasize health benefits where applicable.

Unpaid media (articles in magazines and features on TV shows).



Showcase any co-branding and well-known brands.



Travel guides and books.



Speak to trying new things.



On-line travel advertising.



Avoid emphasis on spontaneity
.



Emphasize affordability and security.

Free Spirits have confidence in advertising and respect for brands. Media campaigns targeted at Free Spirits should have clear branding.

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PRIMARY TARGET AUDIENCE profiles - authentic experiencers

authentic experiencers Authentic Experiencers are typically understated travellers looking for authentic, tangible engagement with destinations they seek, with a particular interest in understanding the history of the places they visit. Some insights: •

Physical health and wellbeing are a priority.



Value-conscious consumers.



They are looking for down-to-earth, authentic local experiences. Authentic experiences are those that do not feel overly ‘touristy.’



Authentic Experiencers very much enjoy connecting with the locals. Activities that encourage this will really appeal to this group.



They tend to be more independent travellers. Group tours and packages are less likely to appeal. AEs are interested in multi-day touring on their own. Market activities that can be part of this type of trip.



Their more creative side leads them to have a higher appreciation for entertainment- and performing arts-related activities, and they find sightseeing activities, and shopping, dining and other foodrelated activities more appealing.



Market shoulder season and out-of season-activities. Authentic Experiencers will typically try to avoid crowds and want to see a place as it really is.



Authentic Experiencers enjoy museums, galleries and seeing the architecture of bigger cities, but also smaller towns and villages for their more quaint ‘off the beaten track’ appeal.

In general, messaging should consider: •

Word-of-mouth testimonials from locals or others with similar interests as they are more of a marker of quality than heavy branding.



Emphasize authentic local experiences in a unique and approachable, relaxed way rather than the ‘must-sees.’



Emphasize practical details given this audience’s tendency to be more rational.



Avoid imagery with crowds or any activity that could be considered overly ‘touristy’.



Emphasize people and opportunities to connect with the locals.



Emphasize vacations as a time to create memories with loved ones.



Emphasize health and well-being, where applicable.



Be sure to show a variety of activities, not all physically active – include general sightseeing and cultural 
events/activities.



Avoid heavy emphasis on style or ostentation, as it will alienate them.

The most effective communications channels for inspiration and planning are: •

Peer-to-peer and word-ofmouth.



Discussion with friends and colleagues.



Websites.



Unpaid media (articles in magazines).



Travel guides and books.



On-line travel advertising.



Travel agency/tour operator brochures.

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further resources

FURTHER RESOURCES There are very useful EQ Resources available from Parksville Qualicum Beach Tourism Association. These include: •

The EQ Asset Development Guide that helps you tailor your product and experience to your primary EQ audience.



The EQ Creative Guide that provides deeper insight into our primary target audiences and how you can focus your messages directly to them.

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parksville qualicum beach november 2012

For more information about Living the Parksville Qualicum Beach Brand, the Brand Standards and Collateral Guidelines and Canadian Tourism Commission Resources, please contact Blain Sepos at the Parksville Qualicum Beach Tourism Association.

Blain Sepos Executive Director

Parksville Qualicum Beach Tourism Association 250-248-6300 [email protected]