The BC Partnership for Sustainable Tourism, or BCPST, needed to differentiate itself.
The BC Partnership for Sustainable Tourism Society is a newly formed non-profit society that was looking to find a way to connect our purpose and unique partnerships with a new branding direction that speaks to our vision for the tourism industry. Change took on our challenging brand identity process that ultimately resulted in a bright, fun and professional look that is conveyed beautifully in our Brand Book of ETHOS. Thank you! – Judy Adams, Managing Director of ETHOS, British Columbia’s Sustainable Tourism Network.
The BCPST was a startup intended to fulfill an entirely new role: a partner for tourism and hospitality operators searching for ways to profitably embrace green.
Defining the BCPST’s position and identity became even more critical with BC Tourism’s cessation of operations. It was a confusing time that demanded a brand of clarity.
Change was tasked with launching the new brand. We employed our Audit, Build, Communicate process to make it happen.
We began with a thorough Audit. Numerous insights were generated that later became tenets of the BCPST business.
Moving to the Build, these insights and stakeholder thoughts were brainstormed on, laying the foundation for the BCPST’s brand book. The brand story, brand values, 3-second and 30-second pitch, brand essence and other elements were debated, culled and optimized. Perhaps most significantly, a new name for the organization was created – ETHOS, an acronym for Engaging Tourism and Hospitality Operators in Sustainability.
The results of the Build were transformed into the brand book, a new logo, letterhead and the ETHOS website.
Although the brand is still relatively new, it is beginning to generate positive buzz in provincial government and among tourism operators.
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