Successfully branding Sundre as an appealing destination for people to explore is only part of a bigger marketing battle.
Businesses also have a major role to play in providing visitors with memorable experiences that will compel them to spread the word about the community, hopefully encouraging others to consider including Sundre in their travel plans.
Bragg Creek-based company AdMaki Creative representatives Kate Bushey, art director; Mark Kamachi, creative director; well as Tanya Kamachi, manager of client services, presented council with some design concepts featuring the evolution of Sundre’s Visit, Live, Explore destination branding campaign.
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Following the delegation’s presentation at a recent council meeting, Coun. Paul Isaac wanted to know whether there was advice on developing strategies to encourage through-traffic to pull over in town and check out local businesses.
“What information would you give us to help tourist people coming from Calgary stop in Sundre?” he asked.
The councillor and his colleagues heard the best form of advertising is word of mouth, and that social media also plays a significant role in increasing exposure to a town’s assets. Mark added that many moms, who are the target demographic, are “social media junkies” with networks of other people to potentially tap into. But businesses also have to create a memorable experience that convinces people to commit to making a return trip, he said.
We agree.
Additionally, developing partnerships that connect local businesses such as hotels and restaurants with regional enterprises including whitewater rafting or horseback riding to perhaps offer combo travel packages is another avenue worth pursuing, said Tanya.
“Because there is such close proximity, I think that will become key to get people to do these outskirt adventures, but then draw them into town because now they’re not having to travel super far.”
Summarizing his understanding of the discussion, Isaac said, “What I’m hearing is your expertise in website and social media and promoting our community is the first piece to getting people interested. And then the next piece I heard was once you help us get them here, our businesses need to get them into their stores.”
We think that makes perfect sense.
Regardless of how successful the municipality’s destination branding is, any increased number of visitors only matters if they come away with positive stories to share with family and friends.
— Ducatel is the Round Up’s editor
