Banff begins branding program
By Adnews Staff
Banff National Park and a group of nearby resorts began a branding initiative called "Celebrate Life" yesterday with the aim of attracting visitors to the area. After 14 months of research, the group has created what it calls the region's first brand: Banff Lake Louise, Banff National Park. "We did a lot of homework with our members, our key clients, travel consumers and provincial partners," said Sean O'Farrell, chairman of Banff Lake Louise Tourism. "We saw enthusiastic discussions and a deep passion for the place we live and work in." The brand strategy is to clarify what sets Banff National Park apart from its competition around the world, according to the group, and to promote Banff, Lake Louise and Banff National Park as a year-round international tourism destination.