Vancouver, CANADA (December 11, 2017): McCann Worldgroup Canada has been chosen to lead the second phase of Tourism Vancouver’s destination branding initiative following a competitive RFP process that involved top local and international agencies. The mandate will be led out of McCann’s Vancouver office and will include the development of a new creative and visual identity, as well as an international launch campaign in target markets around the world.
“Tourism Vancouver needed a full-service agency with extensive experience and on-the-ground resources in our seven key global travel markets, specifically the USA and China,” said Ty Speer, CEO, Tourism Vancouver. “The combined expertise of McCann and FutureBrand brought that to the table, along with an intimate understanding of the complexities of the travel industry.”
McCann Worldgroup Canada brought in strategic partner and sister agency FutureBrand to collaborate on the destination brand. A leading international design and branding agency, FutureBrand has a robust practice area dedicated to the branding of countries and destinations with a particular focus on tourism.
“McCann has been in the Vancouver market for more than 40 years, and when the opportunity arose for this project, we just had to have it. We assembled experts from across our network, a best-in-class international team with deep tourism roots that is unmatched anywhere,” said Karen Pearce, President, McCann West. “This is more than just a branding initiative, this is a passion project not only for those in the Vancouver market, but for all of us across the McCann Worldgroup Network. Vancouver is among the best cities in the world, and we are thrilled to be a part of showcasing all the city has to offer to the world.”
The two-phased destination branding project began in October of 2016, when Tourism Vancouver engaged MMGY Global to lead eight months of stakeholder consultation, research and brand architecture development. MMGY Global – one of the largest travel marketing firms in the world – was selected for the first phase following a competitive bid process involving multiple local and international agencies.
Added Speer, “Coupled with the exceptional work MMGY did in Phase One of the project, we are confident that we have the best team working with us to bring our new destination brand to life in a meaningful and impactful way.”
Tourism Vancouver has been diligent in involving a wide range of stakeholders throughout the process and will continue to include them throughout the brand launch which is slated for 2018. In addition to traditional research, Phase One consisted of:
- Development of an external Brand Advisory Group formed to help steer the process
- More than 50 in-person local stakeholder interviews with industry, media, government, and businesses
- An online survey engaging more than 2,100 locals (residents, City Council members, and tourism industry partners)
- Focus groups in three cities (LA, Toronto, Chicago)
- Online surveys conducted in six markets including US, China, U.K., Australia, Mexico and Japan
McCann Worldgroup Canada was awarded the business in late October and is currently working on the mandate. A new visual identity for the destination of Vancouver will be revealed in 2018 and is designed to capitalize on the tremendous momentum the city has experienced over the last decade. Visitation continues to thrive with Vancouver expecting to welcome more than 10.3 million leisure and business visitors in 2017. Tourism contributes approximately $4.8 billion to the Metro Vancouver economy annually and provides over 70,000 full time jobs.
About Tourism Vancouver
Tourism Vancouver is the official destination marketing organization for Vancouver, British Columbia, Canada. The not-for-profit, non-governmental, member-based organization represents over 1,000 tourism businesses in Metro Vancouver and beyond. Tourism Vancouver markets Vancouver as a premier leisure, business, meetings and group travel destination in strategic markets around the world. www.tourismvancouver.com
About McCann Worldgroup Canada
McCann Worldgroup Canada is an integrated marketing communications agency with offices in Vancouver, Calgary, Toronto and Montréal. The agency has been continuously ranked among the top in Canada since 1915. McCann Worldgroup Canada creates meaningful roles for brands in people’s lives and improves the performance and influence of their clients. www.mccann.ca
FutureBrand is the creative future company. Headquartered in London with strategic offices in North America, Latin America, Europe, the Middle East, Asia Pacific and China, FutureBrand helps clients make brand experiences for a more connected future, bringing their brands to life at every touchpoint. www.futurebrand.com
About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 24,000 employees in more than 100 countries, comprising McCann (advertising), MRM // McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).