AdvantageHOPE, publicly announced that an application for grant money under the Interim Co-operative Marketing Funding Program to Destination BC in 2015, was met with success.
After solidly working with regional partners to initiate the much anticipated arrival of a regional destination marketing organization, which specifies the formation of the Hope, Cascades and Canyons Region (including Hope and FVRD Areas A, B, and D) up to $100,000 was awarded on behalf of Destination BC for tourism and marketing in the region.
Discerning the need for excellent representation to compete on touristic provincial and national levels, AdvantageHOPE, honed in on the necessity of creating a cohesive and compelling product, that will ensure a competitive edge, over, marketing strategies as a region and pitched the idea to its stakeholders.
The prolific road signage that features Hope, is scattered across the province and typically concentrated in southern BC, which alerted AdvantageHOPE and the region, of the potential equity tied into the re-representation of Hope as the centre, or hub of “an exciting outdoor adventure region.”
It’s on par with a new branding strategy that will shake off the outside notion that Hope is just a small town, according to official documentation and attract an economic climate aligned with the BC brand.
“With Hope’s strategic location at the interface between the Lower Mainland/Fraser Valley and the Okanagan/Interior regions — we believe, we are well-positioned to be seen as an important point of opportunity for tourism in the province as a whole,” according to comments made by Advantage Hope, on the situational analysis report of the Interim Co-operative Marketing Program consortium application.
Geographic positioning was also a strong bargaining point for retention of funding, due to Hope’s prime location.
“It’s not only a major highway hub, sitting at the junction of four major highways, but, it’s also very proximate to market with only an hour and a half drive from Metro Vancouver,” said the report.
The aim of AdvantageHOPE is to promote the Hope, Cascades and Canyons region and to stimulate economic growth through direct economic contribution and the fiscal spin-off created through effective market exposure.
“Our goal is to build a brand association between our entire region, with our neighbours and with the province, overall.”