Changing Brand Identity from Mountains to Wine

Canada, in particular British Columbia (BC), has been known as a destination for its 3M's - Moose, Mounties and Mountains. This has historically been reflected in the brand image of "Super Natural BC", influencing market... [ view full abstract ]

Canada, in particular British Columbia (BC), has been known as a destination for its 3M's - Moose, Mounties and Mountains. This has historically been reflected in the brand image of "Super Natural BC", influencing market profiles and visitation patterns focused on the iconic natural attractions in the province. In the Okanagan Valley, BC's prime wine growing area with over 225 wineries, the regional tourism association has begun to redefine and evolve its tourism experiences around its food and agricultural roots with wine being the primary driver challenging the region’s historic brand identity. The region is also a destination known for its mountains and ski resorts. The challenging dilemma for tourism managers in the region is how best to retain the past, focused on the “super natural” characteristics of the valley while also embracing the reality that the region is emerging as a new world wine region. This presentation will address the approach and challenges facing the Okanagan Valley as an up and coming wine destination with a particular focus on developing a sense of place and brand identity within an already well defined image in the marketplace. Building on local capacity and growth opportunities a range of strategies and marketing approaches will be presented including EQ, storytelling and new wine appellations - all in an attempt to create a sense of place and identity that is authentic and different from the nation’s 3m's – moose, mounties and mountains.