THE OPPORTUNITY

Ontario’s Highlands wanted to develop a brand positioning that was authentic to the destination they’d become, and the consumer they wanted to attract. They undertook a brand positioning exercise and then hired the BC Hughes Marketing Team to create the visuals to make it come to life.

THE PROCESS

BC Hughes dug into the very essence of Ontario’s Highlands and its target consumer and developed a visual style and brand promise for the new Come Wander brand position. The Brand Toolkit explores an openness to authentic discovery, depicted in the brand graphics. Five wandering personas were created to allow the region and its stakeholders to better understand their consumer and what motivates them.

THE OUTCOME

With their brand positioning, target consumer and corresponding creative defined, Ontario’s Highlands was ready to build experiences for their target guests and launch their new brand to consumers.