Labrador North Chamber of Commerce

Fueled largely by resource development mega-projects, Labrador has begun an economic renaissance in recent years. Its strategic northern location and remarkable environment ensure it will be a key destination for several industries in the near and distant future. The Labrador North Chamber of Commerce has been operating an event management service for northern events, including the Northern Lights trade conference, for many years. It was time for them to develop an event management brand that would better capitalize on Labrador’s potential as a meetings and conventions destination. They chose us to help develop a dynamic new brand, as well as an integrated marketing and communications plan to help them reach a global market.

The Challenge

Labrador North Chamber of Commerce

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DYThis brand needed to be versatile enough to speak to groups already operating in the north, as well as those looking to the north as a staging ground. In consultation with the Chamber, we developed the brand Venture North to help position both the event management team, as well as the destination. The saying goes, “nothing ventured, nothing gained,” and we wanted to communicate that a trip to Labrador will create experiences that leave people changed.

Action

A logo that used key environmental features helped properly represent these experiences, while professional fonts and colours made the brand relevant for meetings and conventions planners. Our communications and marketing plan keyed in on developing critical industry partnerships and alliances, while using strategic publicity and promotions to get the most buzz for their buck.

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The result is a brand that positions this organization for bigger and better things. Focused on their key strengths of location, environment, culture and people, Venture North has the potential to be an economic driver for the region by increasing tourism traffic and prompting infrastructure expansion to meet demand.

The Result