Brand Positioning
Our brand voice to visitors will communicate a variety of messages that will change dependent on the target market we are speaking to. In all instances however, the following key messages should be central to the communication:
Laid-back, small-town appeal: Fernie is a casual and comfortable place where a local community still thrives. A community first, destination second, Fernie is not a packaged nor polished experience for the mass tourist.
Stunning scenery: Fernie is a magnificent outdoor setting from which to experience the beauty and majesty of the Canadian Rocky Mountains.
Fascinating and enduring history: Fernie has a rich history that is alive and thriving to this day. Historic Downtown is Fernie’ s funky main street with its turn-of-the-century brick buildings framed by post card-perfect mountains.
Authentic and real: Fernie’ s people are humble, honest, and welcoming with a resiliency that stems from their hard-working roots.
Mountain culture: From pick-up trucks and sprinter vans, townies and mountain bikes that travel its streets, to the ski bums and motorheads, cafes and gear shops that line them, Fernie’ s distinct mountain culture is evident at almost every turn.
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.
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 making for a safe and inspiring destination.
Euphoric: Fernie is an escape from the hurried pace of everyday life. It provides euphoric experiences to its visitors and residents through unique moments of anticipation, achievement, and the beauty of its natural surroundings.
13