Province of Manitoba
2008 ReBrand 100 Winners > notable
Industry: Government/State Agencies - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - Interbrand was engaged by the Province of Manitoba to redefine its brand image and develop a fresh way of communicating its unique traits to attract business investors, immigrants and tourists, and to enhance resident pride. Challenge - To engage local citizens and measure perceptions, Interbrand created a website that allowed constituent contribution and attracted over 9,000 hits and 1,100 survey responses with 91% of respondents indicating that Manitoba needed a rebrand. Strategy - Working with the Premier’s Economic Advisory Council, the process involved quantitative and qualitative research, strategic positioning, visual identity, tagline development and specific messaging for target audiences. The core idea of “Spirited Energy” served as inspiration for key messages and the foundation for a vibrant new visual identity. The new brand personality was expressed across multiple channels, including website, advertising, street banners and apparel. Result - The brand simultaneously launched across three cities in Manitoba in June 2006 following a two-week teaser campaign, providing a strong platform to support the growth and development of the province. Initial response has been positive; a poll by the Winnipeg Free Press had 70% supporting the new brand. Credits: Client: Premier's Economic Advisory Council - The Province of Manitoba - www.manitoba.ca Executive Coordinator: Pat Britton Brand Strategist/Designer: Tom Zara, Heather Cartwright - Intebrand Canada - www.interbrand.ca Creative Director: Chris Campbell Designer(s): Van Rais Program Manager: Julie Neasmith Production Manager: Patricia Gonsalves [back] |
