Sprawling landscapes, vibrant skies, and a thriving city: Grande Prairie and the surrounding area showcase some of Alberta’s best urban and rural settings. The biggest advocate for the area is the Grande Prairie Regional Tourism Association, a non-profit ambassador for the region and northern Alberta, dedicated to providing tourists and members alike with a uniquely GP experience. As travel and tourism slowed to a stop in early 2020, GPRTA faced a set of obstacles to overcome in their mission to bring tourists to the area and promote local businesses. From this situation emerged the Grande Plan – born out of the desire to show locals hidden gems they had never seen and designed to entice new tourists as restrictions lifted.
WJ and Grande Prairie Regional Tourism Association teamed up to develop an extensive list of audiences, their interests, and the local attractions that best fit each one. After exhaustive research, a comprehensive strategy was rolled out that worked within GPRTA’s existing guidelines for branding and language. WJ created eye-catching visuals to go with an extensive content strategy that helped refine and emphasize the organization’s voice and online presence. A wide variety of methods were used to measure the campaign’s success, and surveys completed by residents revealed that they had gotten out to try new activities and visit new local businesses in the area as a direct result of the campaign. Increased social media engagement was confirmed as well, with more content being shared than ever before.
Following on from the success of the Grande Plan campaign, GPRTA and WJ decided to strengthen their relationship and redevelop the GPRTA brand completely. This was more than just delivering a new logo. This entailed a total rethink of both their visual and written languages, seeking to position the Grande Prairie region as the leading tourism destination in northern Alberta.
GPRTA had two simple wants for the brand: they wished to convey the thriving urban scene in Grande Prairie while simultaneously highlighting the wonder of the wilderness surrounding the city. WJ got to work, building on research previously gained during the Grande Plan campaign. The result (after much hard work) is a striking brand that is both authentic and versatile. By utilizing a colour palette that evokes the northern lights in the night sky and combining it with a slick and modern verbiage, WJ delivered a forward-looking identity that will serve the GPRTA well for years to come. This is Grande Prairie – untapped, unfiltered, and unforgettable.