Tourism Group Launches Branding Website Requesting Public Feedback
Published on January 20, 2011
What is Medicine Hat? As part of the Tourism Branding Project, the Medicine Hat Tourism Industry Group is taking an interactive approach to branding, launching www.whatismedicinehat.com, a micro-site that will facilitate weekly discussions focused on revealing how the community views the city and how it is perceived from outside the region. The site, available for four weeks is asking local media (beginning January 17), residents and businesses to show us YOUR Medicine Hat by posting comments and ideas to assist in creating a strategic focus.
“The purpose of the site is to basically have a public forum, so that anyone who is interested in participating in this discussion can do so,” said Quentin Randall, project manager for the Tourism Branding Project. “Four questions will be asked, the questions are just used to guide the conversation as there will most likely be side discussions occurring.”
The Tourism Branding Project is an initiative focused on creating a brand for tourism that resonates with the community as well as remains memorable with current and potential visitors- in return promoting the centre and impacting the economic climate.
“We don’t have a massive budget to advertise our way into people’s minds, therefore we need this brand so that when people hear the name Medicine Hat, they know what it means and if it appeals to them, they’ll want to visit,” said Randall.
When asked to define a brand Natalie Falk, business development officer for the Economic Development Alliance of Southeast Alberta stated “a brand is not a logo - it’s a promise. What does your brand promise? What is it you deliver, who are you and what can you provide? These questions are defined by existing and potential visitors, stakeholders, anyone who has an invested interest in the area- these are the answers that we are trying to identify through the website.”
Information, such as the project workplan and charter as well as initial request for proposal can be found on whatismedicinehat.com, providing the public an overall understanding of the project’s background and objectives.
“This is not a brand for the City of Medicine Hat, but one for tourism. The brand is being developed by tourism stakeholders in Medicine Hat who recognize the growth potential,” said Falk. “There are a huge number of inherent assets both in terms of culture and infrastructure - product opportunities that are currently being missed out on, because of lack of strategic focus. This exercise and resulting brand will be the first step in helping us realize the existing untapped potential.”
There will be one question per week. Following the 4 weeks, a survey will be posted for an additional two. During this time, executive interviews will be taking place with people in and around Medicine Hat.
For more information on the tourism brand visit the Medicine Hat Tourism Groups Facebook Page or contact Quentin Randall at 403-529-1070, quentin@medalta.org or go to www.whatismedicinehat.com to start participating in the discussion.