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.