Integrated Destination Marketing, Branding and Economic Positioning Strategy Service

Ontario is seeking a vendor to develop an integrated destination marketing, branding, and economic positioning strategy that will shape a modern community identity. The primary objectives include conducting a comprehensive background review and situational analysis through the examination of existing plans, the 2040 Spruce the Bruce toolkit, recent studies, and an assessment of current market conditions, trends, and competing destinations. Special attention will be given to implications arising from the formal identification of Saugeen Beach.

The selected vendor will design and implement an inclusive stakeholder and community engagement plan, which may involve town halls, workshops, interviews, and surveys. Engagement will include residents, seasonal residents, local businesses, Indigenous partners, and other key stakeholders. Findings will be summarized in a 'what was heard' report that highlights shared values, opportunities, and community concerns.

A core deliverable will be the development of a destination positioning framework, featuring a clear positioning statement, unique value proposition, identification of key differentiators, and targeting of priority markets. The strategy will rely on robust research, thorough analysis, and extensive community input to ensure the recommendations reflect the evolving context and aspirations of the community. The contract period for this project is one year.