THE OPPORTUNITY

The Algoma region in Ontario wanted to update their identity to (visually) become the cool kid on the tourism block again. The recommendations for the update came out of the Operational Strategy undertaken by the BC Hughes Development Team. Algoma hired BC Hughes to spearhead the brand upgrade as they knew we had the inside track into the region and its USP’s; and they knew we’d nail it.

THE PROCESS

We held a fun brand refinement brainstorm session with the board and key Algoma members to figure out what makes them tick. We then matched that with consumer trends and what would connect with their key market segments.

THE OUTCOME

The resulting Algoma That Real brand positioning promises a real Canadian outdoor experience. We bundled it all up into their official Algoma Brand Toolkit and got the marketing started.