SITUATION ANALYSIS & KEY INSIGHTS
FERNIE’ S BRAND
Developed by Tourism Fernie in 2010 to guide its tourism marketing efforts, the below brand position helps to articulate what Fernie is known for and where both locals and visitors indicated what is of value and importance. This still holds true today.
Cool, small-town charm: Fernie’ s funky main street with its turn-of-the-century brick buildings framed by post card-perfect mountains provides this rugged and unpolished little town with a unique charm.
Mountain culture: From the pick-up trucks and mountain bikes that travel its streets, to the ski bums and guide shops that line them, Fernie’ s distinct mountain culture is evident at almost every turn.
Stunning scenery: Fernie is a magnificent outdoor setting from which to experience the beauty and majesty of the Canadian Rocky Mountains.
Authentic and real: Fernie is a casual, comfortable, and laid-back place where a local community still thrives. A community first, destination second, Fernie is not a packaged experience for the mass tourist.
Adventurous and outdoorsy: Fernie is a place where adventure seekers, mountain enthusiasts, and outdoor recreationalists of all kinds come to experience the stunning natural surroundings and range of outdoor activities.
Down-to-earth: Fernie’ s people are humble, honest, natural, and welcoming with a resiliency that stems from their hard-working roots.
Enduring history: Fernie has a rich history that is alive and thriving to this day.
Community-minded: Fernie’ s people work together for the betterment of their town, its residents and its visitors. They take pride in their community and welcome visitors who share their values.
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