Edmonton writing rebranding ‘story’
Campaign aims to reshape city’s image and garner attention on the world stage
It sounded like a big unveil, but Edmonton’s new slogan is rather simple in the end.
“This is it. This is our one-word brand,” said Brad Ferguson, posting a slide of the word “Edmonton” followed by a small Canadian maple leaf for a period.
It’s tongue-in-cheek because Edmonton’s rebranding is more complex than that. It’s also critical to its economic future as local corporations struggle to attract the educated talent needed to compete in a technologically based economy, said Ferguson, president of the Edmonton Economic Development Corp.
“Our fundamental economic structure is changing,” he said, pointing to a shift from a resourcebased economy to one based on innovation. That will require an influx of highly educated 18- to 35-year-olds.
Edmonton’s new brand is more about a story — packaged and pitched to different audiences — and less about a slogan or logo, Ferguson told council’s executive committee Tuesday.
EEDC and city officials believe the words that describe Edmonton are: inventive, open, courageous and co-operative.
Their sentence is: “If you have the courage to take an idea to reality, to build, to make something, Edmonton is your city.”
Ferguson has said for years that Edmonton’s brand or image has been that of a tough industrial, city. It’s been discounted on the national and international stage.
This rebranding builds on the work of Make Something Edmonton, an online forum where 2,000 local residents posted their own stories about what they’re building and making.
It seeks to articulate a new vision for something Edmonton already is. Edmonton spends $1.5 million annually on the brand development and associated campaigns to attract tourists from Nordic countries.
Committee endorsed the new brand Tuesday and asked the team to report back in six months on how it’s being implemented.
Ferguson also evaluated Edmonton’s cost competitiveness for council, comparing the region to other similar city regions. Edmonton is average when it comes to the cost of setting up a business, he said.
“At least we’re in the game and we’re average,” he said, adding that’s not going to be enough for Edmonton to compete if oil is no longer driving a resource-based economy.
Other cities have mountains, seaside views and direct flights around the world. Major employers in Edmonton are struggling to attract the talent they need.
Coun. Michael Walters said Edmonton has the river valley, great festivals and a volunteer community that welcomes and can root newcomers in a supportive community. It needs to proudly share that story, but it also needs to focus on education.
“Our big challenge is we don’t have a skilled enough workforce (for the emerging economy),” said Walters.