Discover Halifax is the dedicated tourism marketing organization of the Halifax Region, serving both leisure travelers and meeting and convention planners. In early 2017, Revolve was engaged to recalibrate the organization’s brand and help attract new visitors through a fully integrated marketing campaign. One year later, Halifax was recognized as a winner in the 2018 TripAdvisor Travelers’ Choice Awards for Destinations on the Rise, ranking fourth out of ten globally.
Our work began with a deep dive into the heart and soul of the organization’s internal culture. The resulting Corporate Brand DNA defined the organization’s mission, vision, values, purpose and promise, providing the team with a powerful internal rallying cry – to be Canada’s most innovative DMO.
The Corporate Brand DNA also recognized a shift in the organization to go beyond just attracting people to Halifax, to promoting the entire Halifax visitor experience. This insight led to a recommendation that the name change from Destination Halifax to Discover Halifax – which signaled their new focus to internal and external stakeholders. Informed by the Brand DNA, a new logo and brand identity were developed to support the organization’s new focus.
We also authored Discover Halifax’s Place Brand DNA, which defines what makes Halifax a unique and memorable place to visit. As well as providing the region with a bold new positioning statement – A Perfect Balance – the Place Brand DNA gives consistency and clarity on how to deliver the Halifax brand experience.
With Discover Halifax’s rebrand complete, we turned our attention to attracting visitors. Targeted to both leisure and meeting and convention travelers, the Join Us at The Edge campaign demonstrated how the Halifax region is the perfect balance of urban energy and seacoast casual – where boardwalks, beaches, shops, restaurants, convention centres, concerts, art, and culture come together for amazing meetings and vacations.
The Join Us at The Edge campaign included TV commercials, print ads, billboards, online videos and online display ads, which were all developed and produced in-house by Revolve. The campaign also featured the Pop Up Piper – an experiential marketing tactic broadcast live on Facebook, where a traditional bagpiper performed with East Coast rapper Classified’s DJ in iconic locations around Halifax.
We further enhanced Discover Halifax’s Facebook presence with a Postcards from Halifax App. Developed in house, the app allows locals to create custom digital postcards inviting their friends and family to visit them in Halifax.