Marketing and Promotions Toolkit Table of Contents
Introduction...... page 4 - 5
Brand Promise ...... page 6 - 7
Keywords ...... page 8 - 9
Logo Rules ...... page 10 - 15
Typography...... page 16
Colour Palette...... page 17
The Campaign Message ...... page 18 - 19
Visitor Icons ...... page 20 - 21
Demographics ...... page 22 - 23
Marketing Plan...... page 24 - 27
Executables ...... page 28 - 37
Contact Information...... page 38
2 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 3
Building Better Downtowns Introduction
The Municipality of Northern Bruce Peninsula (NBP) covers an area of 782 square kilometres and is the most northerly community in Bruce County. This municipality boasts a permanent population of 3,850 year round residents. Highway 6 traverses through the middle of NBP bringing record numbers of visitors to the peninsula each year.
The peninsula itself is surrounded on the east by Georgian Bay and on the west by Lake Huron. The area is host to Fathom Five National Marine Park, Bruce Peninsula National Park, the Bruce Trail, Cabot Head and Lion’s Head Nature Reserves, two First Nations Hunting Reserves and a large Bruce County Forest Tract. In 2004, NBP was proclaimed as a “dark sky community” in the hope of preserving and protecting the night time environment and their heritage of dark skies from the adverse effects of light pollution.
In 2010, NBP participated in the County of Bruce’s Spruce The Bruce program. One of the initial steps to this program is the identification of a community’s identity. This toolkit documents the process and outcomes and while each community in Northern Bruce Peninsula possesses a unique character and history they are part of the amalgamated Municipality of Northern Bruce Peninsula. The purpose of this toolkit is to showcase the community’s unique identity for the purpose of marketing and promotions.
4 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 5 Port of Call
The backdrop to Tobermory’s brand should be one of a nautical village and port. From shipwrecks to the Grotto, Tobermory has tremendous assets that position it for success. Tobermory’s brand identity evokes the clear blue waters that make it a diving and boating hotspot, the natural harbour that shelters the Chi- Cheemaun, and the on-shore opportunities to explore the cliffs, forests, and shoreline of the peninsula.
Tobermory is a Port of Call - not only for the ChiCheemaun but for various tour boats, pleasure craft and personal crafts checking out the wrecks of Fathom Five and making circuits of Georgian Bay and Lake Huron. Imagery that comes to mind are places like Cape Cod, Peggy’s Cove and Tobermory, Scotland, but with more captivating natural features.
Tobermory should embrace a fun, bright and flavourful nautical community that is perched on the edge of the unique wilderness of the national park system. Few communities can boast a connection to a National Park and to a Marine National Park and the aquatic opportunities that it brings. The cliff-ringed harbour, shipwrecks, and visitor’s centre bring elements of both parks into the community and set the stage for further development of this entire area’s uniqueness and marketability. Keywords
Clear Blue Water Captivating Natural Features Flavourful Harbour Community Natural Harbour Adventure Lands End
8 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 9 Logo
The logo conveys the fun, bright and flavourful nautical community that is perched on the edge of the unique wilderness of the national park system. Combining the clear blue waters that make it a diving and boating hotspot, the natural harbour that shelters the Chi-Cheemaun, and the on-shore opportunities to explore the cliffs, forests, and shoreline of the peninsula. The relaxed styled font and flowing graphics identify with the artistic part of the community.
10 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 11 Logo Positioning Logo Variations
The Logo should be surrounded by a minimum amount of clear space to allow for optimal messaging. The clear space around all versions of the logo is equal to the height of the letter “o” in the word Tobermory (shown as blue in this illustration). A black version of the logo should A reverse version of the logo be used when the background of should be used when the the application is light in colour or background of the application is a grayscale has been requested. dark colour.
A black version of the logo can also A grayscale version of the logo be used to enhance the application can also be used to enhance the it is being used on. application it is being used on.
12 Tobermory Style Guide - Spruce The Bruce Logo Minimum Size Please Do Not
Do not skew Do not change colours To ensure the effectiveness of the logo in developing Tobermory brand, there are minimum size standards for use. The minimum size for print applications should be 2 inches wide. In web applications, the minimum size is 180 pixels wide.
Do not change the font Do not change the size of portions of the logo
2 inches
Do not use portions of the Do not add text logo on their own
180 pixels Come Visit
14 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 15 Typography Colour Palette
Myriad Pro - Condensed AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Scuba Diver Harbour CMYK 0/100/100/0 CMYK 100/65/0/30 123456789 RGB 237/28/36 RGB 0/71/133
Myriad Pro - Condensed
AaBbCcDdEeFfGgHhIiJjKkLlMm Clear Water Land CMYK 69/0/37/0 CMYK 100/0/83/47 NnOoPpQqRrSsTtUuVvwXxYyZz RGB 53/189/178 RGB 0/105/64 123456789
Hand of Sean - Regular Sunset AaBbCcDdEeFfGgHhIi CMYK 0/47/100/0 JjKkLlMmNnOopQqRr RGB 248/153/29 SsTtUuVvWwXxYyZz 123456789
16 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 17 The Campaign: The 8th Wonder of Canada
Your eyes dart to rugged cliffs. Your pulse quickens. You notice the crashing clear, cool waves below. Your heart beats louder. You glide over history and ghost stories as you examine frozen shipwrecks below. Never before have you viewed Mother Nature craft a landscape quite like this- colliding together in Canada’s 8th natural wonder. Tobermory, Ontario.
You debate with yourself if you’re brave enough to travel underwater to the infamous sea cave- as you’ve heard rumors of what awaits you in the Grotto. When you catch your breath, you notice it’s smoother, crisper and unforgettably fresh. Taking in your surroundings you realize that with great lakes by your side, shipwrecks underneath your feet and 1000 year old ancient cedars firmly at your back, this is Canada. Authentic, rugged and stunningly scenic. This is Tobermory.
The fresh night air invigorates your lungs with every new breath. A sense of wellness saturates your body as you are overwhelmed by the aliveness that surrounds you. You watch the darkness settle upon the mammoth trees and jagged landscape and you exhale slowly.
This is what a state of blissful wonder feels like, the 8th natural wonder actually. Only in Tobermory, Ontario.
18 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 19 Mellow Vacationers: Beach Chair - Relaxing on Beach Mellow Vacationers: Beach Chair - Relaxing on Beach Mellow Vacationers Mellow Vacationers Mellow Vacationers
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hiking stick MNematuorery Lov Maekrsers MNaemtureor yLov MearskersNAcetiwv eC aEnthuadiasiantss:MN: ema6tTureoe rA nyLov Mdnaeulkirserss tRs ac& q4u Ketids Memory Makers Memory Makers Memory Makers New Canadians New Canadians New Canadians Nature Lovers Nature Lovers Active EthusiatsNa:t ureTe Lovnenrsis Racquet Active Enthusiasts Active Enthusiasts Active Enthusiasts Nature Lovers: Backpack - hiking stick Nature Lovers New Canadians: 6 Adults & 4 Kids New Canadians New Canadians New Canadians NYoatuuthre So Lovcialeriss:ers: Ba cdkparinkinck g- hikbeeingr stick 35-54 year old couples, with young children, New Canadians Nature Lovers Nature Lovers Connected SocNatiualire Lovzeersrs Active Enthusiasts Active Enthusiasts Active Enthusiasts Nature Lovers: Backpack - hiking stick Category New Canadians 25-34 year oldNew Canadianscouples with young kids,N ewhigh Canadians levels of Youth Socialisers: drinking beer Nature Lovers budget conscious,Nature Lov loveers N Coutdoorseownn Cecantedadia Snocs:Niali at6ure z ALovedresulrs ts & 4 Kids Nature Lovers Nature Lovers Nature Lovers Youthful Socializers Youthful Socializers Youthful Socializers education, influenced by trends, large networks, majority New Canadians: 6 Adults & 4 Kids New Canadians New Canadians New Canadians Youth Socialisers: drinking beer Connected Socializers Connected Socialites identify asC opartnnect edof S ovisiblecialites minority/ immigrantConnected S osegmentcialites Youth Socialisers: drinking beer Youthful Socializers Youthful Socializers Youthful Socializers Youth Socialisers: drinking beer Youth Socializers ConnecNewted Canadians Socialites ConnecNewted Canadians Socialites ConnecNewted Canadians Socialites Youthful Socializers Youthful Socializers Connected SocYouithfulali Socializerszers Pampered Relaxers: Shopping 18-34 year old, extroverts, students, living in suburbs Youthful Socializers Youthful Socializers Youthful Socializers Connected Socialites ConnectedConnec tedSocialites Socialites Connected Socialites Pampered Relaxers: Shopping Youthful Socializers Youthful Socializers Connected SYouocthfuliali Socializerszers Pampered Relaxers Pampered Relaxers Pampered Relaxers 18-34 year old, without kids, employed, constantly Connected Socialites Connected Socialites Connected Socialites Pampered Relaxers: Shopping Pampered Relaxers Pampered Relaxers Pampered Relaxers connected to digital & social networks, majority identify KPanmowpeledredge RSeeelaxkerss:: ShoReadippinng gBook Connected Socialites themselvesC opartnnected of So civisiblealites minority Connected Socialites Pampered Relaxers: Shopping Pampered Relaxers Pampered Relaxers Pampered Relaxers Knowledge Seekers: Reading Book Pampered Relaxers Pampered Relaxers Pampered Relaxers Knowledge Seekers Knowledge Seekers Knowledge Seekers Pampered Relaxers Tobermory’sPampered Relaxers Target Audience Pampered Relaxers Knowledge Seekers: Reading Book Knowledge Seekers Knowledge Seekers Knowledge Seekers AKcntiovweled Etghue siaSeetsk:e Tres:n nRieadis Racngq uBoetok Knowledge Seekers: Reading Book Knowledge Seekers Knowledge Seekers Knowledge Seekers Active Ethusiats: Tennis Racquet AKcnowledgetive Enth uSeekerssiasts KAcnowledgetive Enth uSeekerssiasts AKcnowledgetive Enthu Seekerssiasts Active Ethusiats: Tennis Racquet Knowledge Seekers Knowledge Seekers Knowledge Seekers 20 TobermoryActive Enth Styleusiasts Guide - Spruce The BruceActive Enthusiasts Active Enthusiasts Tobermory Style Guide - Spruce The Bruce 21 NAcetiwv eC Eanthuadiasiantss:: T6e Andnulis tRs ac& q4u Ketids Active Ethusiats: Tennis Racquet Active Enthusiasts Active Enthusiasts Active Enthusiasts New Canadians: 6 Adults & 4 Kids AcNtiewve ECanadiansnthusiasts AcNtewive CanadiansEnthusiasts AcNtiewve ECanadiansnthusiasts Active Enthusiasts Active Enthusiasts Active Enthusiasts New Canadians: 6 Adults & 4 Kids New Canadians New Canadians New Canadians NCeownn Cecantedadia Snocs:i ali6 zAedrsul ts & 4 Kids New Canadians: 6 Adults & 4 Kids New Canadians New Canadians New Canadians Connected Socializers New Canadians New Canadians New Canadians New Canadians New Canadians New Canadians Connected Socializers Connected Socialites Connected Socialites Connected Socialites Connected Socializers Connected Socializers Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Connected Socialites Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers Mellow Vacationers
Social Boomers: Couple Dancing
Social Boomers Social Boomers Social Boomers
Memory Makers: Couple with Kids
Memory Makers Memory Makers Memory Makers
Nature Lovers: Backpack - hiking stick Mellow Vacationers: Beach Chair - Relaxing on Beach Nature Lovers Nature Lovers Nature Lovers Mellow Vacationers Mellow Vacationers Mellow Vacationers
Social Boomers: Couple Dancing
Youth SoSociaciall Boomersisers: drinkinSocial gBoomers beer Social Boomers
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Use asUse home as homebase base WiartonnWiartonn Willie Willie Use asUse home as homebase base WiartonnWiartonn Willie Willie Knowledge Seekers: Reading Book Active Ethusiats: Tennis Racquet Knowledge Seekers: Reading Book Active Ethusiats: Tennis Racquet
Knowledge Seekers SummeKnowledger SeekersFallActive Enthusiasts Knowledge Seekers Active Enthusiasts Active Enthusiasts Season Active Enthusiasts Active Enthusiasts Active Enthusiasts Knowledge Seekers KSunowledgeAdventuremme Seekers r Knowledge Seekers Adventure Adventure Bruce Trail Adventure Bruce Trail experiencesexperiences Bruce Trail experiencesexperiences Bruce Trail Active Ethusiats: Tennis Racquet New Canadians: 6 Adults & 4 Kids Active Ethusiats: Tennis Racquet New Canadians: 6 Adults & 4 Kids May - October AccomodationAccomodation DistanceDistance from from AccomodationAccomodation DistanceDistance from from optionsoptions HomeHome Active Enthusiasts Active Enthusiaoptionssts optionsNew Canadians Active EnthHomeusiastsHomeNew Canadians New Canadians Active Enthusiasts Active Enthusiasts New Canadians Active Enthusiasts New Canadians New Canadians MemoryMemory NatureNature SocialSocial New New NatureNature KnowledgeKnowledge Length MakersMakersDayLovers LoversTripsBoomersBoomers Canadians2-3Canadians DayLoversLovers StaySeekersSeekers New Canadians: 6 Adults & 4 Kids Connected Socializers Winter New Canadians: 6 Adults & 4 Kids Connected Socializers WinteTobermoryr Tobermory Visitors Visitors Now Now TobermoryTobermory Target Target Visitors Visitors Future Future New Canadians New Canadians New Canadians New Canadians New Canadians FlowerFlower Pot Island, Pot Island, Grotto,New Grotto,Canadians National National Park Park FlowerFlower Pot Island, Pot Island, Grotto, Grotto, National National Park Park Lighthouses & Shipwrecks NationalNational Reputation Reputation Lighthouses & ShipwrecksConnected Socialites NationalNationalC oReputationnnected Reputation Socialites Connected Socialites LighthousesC &on necShipwrecksted Socialites Connected Socialites Connected Socialites Lighthouses & Shipwrecks Connected Socializers Connected Socializers VarietyVariety of of ActivitiesActivities for for VarietyVariety of of ActivitiesActivities for for Assets beachesbeaches multiplemultiple ages ages Spring beachesbeaches multiplemultiple ages ages FestivalsFestivals DramaticDramatic Connected Socialites ConnecFestivalsted SoFestivalscialites Connected Socialites DramaticDramatic Connected Socialites CoSnnecpprogrammingtedr Siocinprogrammingalitges Connected Socialites SceneryScenery programmingprogramming SceneryScenery
Water Wateractivities activities Bruce BruceTrail Trail Water Wateractivities activities Bruce BruceTrail Trail (scuba/kayak)(scuba/kayak) (scuba/kayak)(scuba/kayak) Chi-CheemaunChi-Cheemaun DistanceDistance from from Chi-CheemaunChi-Cheemaun DistanceDistance from from home home home home Full serviceFull service Fall Full serviceFull service marinamarina marinamarina New New MemoryMemory NatureNature New New MemoryMemory NatureNature Fall CanadiansCanadiansMakersMakers LoversLovers CanadiansCanadiansMakersMakers LoversLovers
22 Tobermory Style Guide - Spruce The Bruce KincardineKincardine Visitors Visitors Now Now KincardineKincardine Target Target Visitors VisitorsTobermory Future Style Future Guide - Spruce The Bruce 23
ScottishScottish Culture Culture ScottishScottish Culture Culture PrivatePrivate PrivatePrivate accommodationaccommodation BeachBeach accommodationaccommodation BeachBeach
Distance from Distance from Distance from Water sports Distance from Water sports Urban Urbancentre centre Water sports Urban Urbancentre centre Water sports
ArchitectureArchitecture LighthouseLighthouse ArchitectureArchitecture LighthouseLighthouse
FriendsFriends & Family & Family Shop/DiningShop/Dining FriendsFriends & Family & Family Shop/DiningShop/Dining
FestivalsFestivals FestivalsFestivals ProgrammingProgramming ProgrammingProgramming SocialSocial MellowMellow MemoryMemory SocialSocial MellowMellow MemoryMemory BoomersBoomers VacationersVacationersMakersMakers BoomersBoomers VacationersVacationersMakersMakers SaubleSauble Beach Beach Visitors Visitors Now Now SaubleSauble Beach Beach Target Target Visitors Visitors Future Future Familiar/ConnectionFamiliar/Connection to area to area Familiar/ConnectionFamiliar/Connection to area to area Youth Youth ProvincialProvincial Youth Youth ProvincialProvincial destinationdestination RecognitionRecognition destinationdestination RecognitionRecognition
Relaxed Relaxed Relaxed Retro Flavor Relaxed Retro Flavor atmosphereatmosphere Retro Flavor atmosphereatmosphere Retro Flavor
VacationVacation photo photo AmenitiesAmenities close close VacationVacation photo photo AmenitiesAmenities close close opts opts to beachto beach opts opts to beachto beach
Programming/ Programming/ Inexpensive trip Programming/ Inexpensive trip Programming/ Inexpensive trip eventsevents Inexpensive trip eventsevents cost cost cost cost Accommodation Accommodation Walkability Accommodation Walkability Accommodation Walkability optionsoptions Walkability optionsoptions New New Youth Youth MemoryMemory ConnectedConnected Youth Youth MemoryMemory CanadiansCanadiansSocializersSocializersMakersMakers SocialitesSocialites SocializersSocializersMakersMakers Lion’sLion’s Head Head Visitors Visitors Now Now Lion’sLion’s Head Head Target Target Visitors Visitors Future Future
Bruce BruceTrail Trail Bruce BruceTrail Trail
Marina/HarborMarina/Harbor UNESCOUNESCO Marina/HarborMarina/Harbor UNESCOUNESCO
PhotographyPhotography Environment/Environment/ PhotographyPhotography Environment/Environment/ opportunitiesopportunities Dark SkiesDark Skies opportunitiesopportunities Dark SkiesDark Skies
Local Local Local Local programmingprogramming EscarpmentEscarpment programmingprogramming EscarpmentEscarpment
RelaxedRelaxed water water FamiliarityFamiliarity with with RelaxedRelaxed water water FamiliarityFamiliarity with with sportssports area area sportssports area area
MellowMellow MemorMyemory NatureNature MellowMellow KnowledgeKnowledge NatureNature VacatioVneracatsionerMs akersMakers LoversLovers VacatioVneracatsionerSeekerss Seekers LoversLovers PortPort Elgin Elgin Visitors Visitors Now Now PortPort Elgin Elgin Target Target Visitors Visitors Future Future AccomodationAccomodation options options AccomodationAccomodation options options VisitingVisiting family family OutdoorOutdoor recreation recreation VisitingVisiting family family OutdoorOutdoor recreation recreation & friends& friends & friends& friends
Kid amenitiesKid amenities FamilyFamily Kid amenitiesKid amenities FamilyFamily programmingprogramming programmingprogramming
Full serviceFull service InexpensiveInexpensive Full serviceFull service InexpensiveInexpensive downtowndowntown activiy activiycosts costs downtowndowntown activiy activiycosts costs
EstablishedEstablished DistanceDistance from home from home EstablishedEstablished DistanceDistance from home from home reputationreputation reputationreputation
FamiliarFamiliar with area with area VarietyVariety of beaches of beaches FamiliarFamiliar with area with area VarietyVariety of beaches of beaches
MemoryMemory MellowMellow YouthfulYouthful MemoryMemory MellowMellow Active Active MakersMakers VacatioVnaecrsationers SocializersSocializers MakersMakers VacationersVacationersEnthusiastsEnthusiasts
SouthamptionSouthamption Visitors Visitors Now Now SouthamptionSouthamption Target Target Visitors Visitors Future Future
AccomodationAccomodation options options AccomodationAccomodation options options CommunityCommunity CommunityCommunity ProgrammingProgramming Spas/PamperingSpas/Pampering ProgrammingProgramming Spas/PamperingSpas/Pampering
Boutique Boutique ArchitectureArchitecture Boutique ArchitectureArchitecture Boutique shoppingshopping shoppingshopping
ReputationReputation Social Socialoptions options ReputationReputation Social Socialoptions options
Golf/TennisGolf/Tennis DowntownDowntown Golf/TennisGolf/Tennis DowntownDowntown connectsconnects with beach with beach connectsconnects with beach with beach RelaxedRelaxed atmosphere atmosphere DistanceDistance from home from home RelaxedRelaxed atmosphere atmosphere DistanceDistance from home from home
MellowMellow Social Social MemoryMemory PamperedPamperedSocialSocial KnowledgeKnowledge VacatioVnaecrsationersBoomersBoomers MakersMakers RelaxersRelaxers BoomersBoomers SeekersSeekers Marketing Plan
Target Audience
Tobermory’s marketing plan encourages the target market segments; New Canadians, Memory Makers and Nature Lovers from the greater Toronto Area have extended weekends in Tobermory. The marketing plan will promote Tobermory as a May to October destination.
The primary target audience for Tobermory are the New Canadians. New Canadians are visitors 25-34 year old couples with young kids, has high levels of education, influenced by trends, large networks and majority identify as part of visible minority/ immigrant segment. The secondary target audience are Memory Makers, they are 55+years old, quiet, introverted, working couples without children and they seek rest & relaxation. The third target audience are Nature Lovers. Nature Lovers are 35-54 year old couples, with young children, budget conscious and love the outdoors.
24 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 25 Action Plan
COLLATERAL AND PRODUCT SPRUCE THE DEVELOPMENT PIECES YEAR BRUCE FUNDING?
1. Spring and Fall Video Development Year 1 YES
2. 10 Second Video Year 2 NO
3. Ontario Tourism Fall Weekend Year 2 NO Campaign
4. Website Development Year 3 NO
5. Facebook Ads Year 3 NO
6. Online Ads Year 4 NO
7. Seasonal Campaigns Ongoing YES (based on Itineraries)
8. Media Tours Ongoing NO
That the promotion of Tobermory be strengthened and leveraged through specific and targeted brand enhancing marketing initiatives.
* Spruce the Bruce Funding criteria subject to change
* Additional marketing and promotion Action Plan Items recommended as a result of the Brand Development project.
* This Action Plan was developed by the community through the Community Toolkit
26 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 27 2. 10 SECOND VIDEO Collateral Action Year: 2 Design Concept: Based on the Spring and Fall Videos, it is recommended a shorter version be created to encourage and Product viewership on various social media channels. 3. ONTARIO TOURISM FALL WEEKEND CAMPAIGN Development Action Year: 2 Design Concept: To be featured in Ontario Tourism Fall Campaign which includes a feature in Ontario Tourism Pieces E-newsletter and Social Media Campaigns.
4. WEBSITE DEVELOPMENT Action Year: 3
Design Concept: To change the images on the Tobermory website to showcase Tobermory in the Spring and Fall. Promote 1. SPRING AND FALL VIDEO DEVELOPMENT the Top 10 things to do in Tobermory in the Fall or showcase Action Year: 1 Tobermory as the best Fall Weekend Getaway destination through the 8th Wonder of Canada campaign. Design Concept: Although people are attracted to Tobermory for it’s serene beauty, the reality is that is is often overshadowed by crowds of people in the summer season. The video will use a 5. FACEBOOK ADS typical crowded Tobermory scene but then eliminate the people Action Year: 3 from the scene to reveal only the picturesque landscape. The imagery will be accompanied by a voice over and sounds of Design Concept: Purchase Sponsored Ads on Facebook to waves lapping the shore to create a tranquil experience. The goal encourage people to visit the Tobermory Website. The website will is to illustrate what people will see in the shoulder seasons when highlight things to do in Tobermory in the Fall and Summer . Tobermory becomes “The 8th Wonder of Canada”.
28 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 29 6. ONLINE ADS Action Year: 4
Design Concept: The purpose of redesigning the print advertisement and online advertisement is to ensure the same message is communicated consistently to visitors. The online and print advertisement will have the same look and feel but the message will vary depending on the publication. For example, these ads are to be placed in online Asian websites such as Epoch Times.
7. SEASONAL CAMPAIGNS (BASED ON ITINERARIES) Action Year: Ongoing
Design Concept: To encourage visitors to travel during the shoulder seasons, Tobermory should develop itineraries for their different target audiences. These itineraries should include, places to stay, eat, shop and do. This will help visitors plan their vacation.
8. MEDIA TOUR Action Year: Ongoing
Design Concept: The purpose of this is to invite media writers and bloggers to come to Tobermory. Design itineraries that can be posted on the Tobermory Website, Media Request page, and design printed copies to be given out at Travel Media Association of Canada (TMAC) events and design online copies to be e-mailed out to journalists, media writers and bloggers. Create activity based itineraries that are unique to Tobermory and interesting enough for media writers to write about Tobermory. Developing a pitch kit will entice writers to visit Tobermory.
30 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 31 Executables The executables provided are samples to illustrate the use of the brand elements in common marketing tactics, and should not be considered final artwork.
32 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 33 Print Ad Rackcard
34 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 35 Video Facebook Sponsored Ads
36 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 37 Contact
For more information, further instructions for use or digital copies of this toolkit and its associated elements please contact:
Department of Planning and Development County of Bruce [email protected] 1-800-268-3838
38 Tobermory Style Guide - Spruce The Bruce Tobermory Style Guide - Spruce The Bruce 39