Tourism Jasper brand development

Working with our friends at C&B, we were given the opportunity to develop a brand for Tourism Jasper. The goal was to rejuvenate the Tourism Jasper brand by understanding the emotional foundations of the relationship that visitors and residents have with Jasper. We wanted to create a brand that captured the true experience that Jasper provides to locals and visitors alike. 

The development of this brand encompassed two dialogic research sessions with industry and community and in-depth stakeholder interviews. We also traveled to all corners of Jasper National to conduct intercept interviews with travelers. There is nothing more powerful than capturing the experience of a visitor who is seeing Athabasca Falls for the first time, hiking Old Fort Point, or relaxing by Emerald Lake. We also interviewed travellers from across the country who have and have not visited Jasper to understand traveller motivations and interest. 

The learnings obtained from our research resulted in the development of an exciting new brand model and brand identity (developed by C&B) for Tourism Jasper. This work was presented to key stakeholders in Jasper (including local residents, who are critical brand ambassadors) in our Living the Brand workshop.

The brand has received tremendous support from industry, largely due, in part, to the rigorous process that was used to develop the brand.


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Stormy Lake Consulting
7216 Bow Crescent NW,
Calgary, AB T3B 2B9

Vancouver Island

Stormy Lake Consulting
1246 Marina Way,
Nanoose Bay, BC V9P 9C1

Phone: 1 (403) 685-3662