The vendor required to provide strategic brand foundation for a future destination management and marketing organization (DMMO).
- Discovery and situational analysis
• Review of existing materials (star strategy, digital footprint analysis)
• Assessment of the current perception of the valley as a tourism destination (using voice of the visitor results)
• Analysis of the competitive landscape within nova scotia and comparable rural destinations
• Identification of key differentiators and opportunities related to brand positioning (building on existing strategy work, with limited additional stakeholder validation as required)
- Stakeholder and community engagement
• Engagement activities are expected to be strategic and targeted, building on existing research and consultation undertaken through the star strategy, what we heard reports, voice of the visitor results, and related initiatives.
• The engagement approach should prioritize depth over breadth, such as key informant interviews and validation touchpoints, rather than broad public consultation.
• The proponent will be expected to:
o Work with the brand development committee to identify key voices and engagement methods.
o Design and facilitate engagement touch points with tourism operators and municipalities.
o An initial consult with municipal representatives to ensure local perspectives, priorities, and sensitivities are understood within the regional brand framework will be important.
- Brand positioning and strategy development
• Define the destination’s value proposition, articulating what makes the valley distinct from other regions in the province.
• Identify priority visitor segments aligned with the region’s values, assets, and capacity, and consistent with segmentation program.
• Provide guidance on a brand narrative that can guide storytelling and explore how sub-regional or thematic stories fit within the overarching brand.
- Foundational brand assets
• Recommend and validate a destination name suitable for DMMO use, including rationale and considerations related to regional fit, stakeholder acceptance, and implementation.
• Confirmation of available domain(s) for a DMMO website, and guidance on securing consistent social media handles (several domain names have already been secured as placeholders).
