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Parks Canada looks to refresh its brand

“It must not only reflect Parks Canada as a provider of exceptional and meaningful visitor experiences, but also the important work done behind the scenes in the fields of science and conservation as well as the agency’s partnerships with Indigenous peoples to conserve Canada’s natural and cultural heritage and share the stories of these treasured places."
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BANFF – Parks Canada’s image is getting a makeover.

While the beaver logo and the agency’s name will stay the same, the federal agency is seeking bids from private contractors to review and refresh Parks Canada’s brand to better communicate what Parks Canada is all about.

Officials say Parks Canada’s brand is significant in terms of environmental advocacy, science, and conservation of both natural and cultural spaces, as well as the country's largest provider of tourism attractions.

But, they say, Parks’ purpose is not consistently and effectively communicated and is generally not well understood.

“The outcomes of this brand exercise will have no bearing on the agency’s mandate or priorities,” said Megan Damini, a spokesperson for Parks Canada.

“There are no plans to change the Parks Canada logo, nor will there be any significant changes to signage at Parks Canada places.”

Parks Canada is most often associated with national parks, yet there is a vast network of natural and cultural heritage places that includes 47 national parks, 171 national historic sites, four national marine conservation areas and one national urban park.

Although many Parks Canada places are iconic and renowned around the world, Damini said it is important that the agency communicate the broad range of its mandate in a clear, consistent and compelling way.

“While Parks Canada’s name will not change, one of the goals of the brand refresh is to ensure Parks Canada’s brand identity, and how it is applied, effectively presents the agency’s range of roles and responsibilities,” she said.

Parks Canada’s brand has grown over the course of many years, Damini said.

“It must not only reflect Parks Canada as a provider of exceptional and meaningful visitor experiences, but also the important work done behind the scenes in the fields of science and conservation as well as the agency’s partnerships with Indigenous peoples to conserve Canada’s natural and cultural heritage and share the stories of these treasured places,” she said.

The request for proposals (RFP), which went out Aug. 20 with a Sept. 24 deadline for submissions, speaks to sustainable tourism.

“We understand and strive to curtail the risks of overcrowding and deterioration to the natural and cultural heritage places entrusted to us,” according to the document. “But to ensure we fully leverage the power of sustainable tourism, collaboration with the private sector, all levels of government, and with key tourism industry stakeholders becomes critical so that sustainability can be addressed at the outset from natural, cultural, community, and economic perspectives.”

In the years leading up to 2011, visitation to Parks Canada places was in decline and since that time concerted promotional efforts have been made to increase visitation and awareness of Parks Canada.

Now, Banff National Park sees more than four million visitors a year.

“Through this effort many places have been emphasising visitor experiences in their promotional media with reduced emphasis on their conservation, cultural, and historic significance and targeted specific audiences,” according to the document.

“A balance must be struck between demonstrating the significance of the place itself and the visitor experience.”

Parks Canada hope to have the rebrand ready to roll out by early 2020.



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