New chap­ter for Car­bon­ear

Town un­veils brand, logo, mar­ket­ing strat­egy

The Compass - - FRONT PAGE - BY BILL BOW­MAN

Like com­pa­nies who use brand names and colour­ful lo­gos to lure con­sumers to their prod­ucts and ser­vices, towns have been adopt­ing new brands to mar­ket them­selves to prospec­tive de­vel­op­ers.

Car­bon­ear is the lat­est town to jump on the brand­ing band­wagon, with a new brand, logo and mar­ket­ing strat­egy.

The pack­age was un­veiled Feb. 1 at the Con­cep­tion Bay Re­gional Com­mu­nity Cen­tre with a count­down, speeches, noise­mak­ers, cake and mu­sic.

Coun. David Kennedy, who chairs the town’s de­vel­op­ment com­mit­tee, said since they were elected in Septem­ber 2009, coun­cil has felt that be­sides i n f ra st r uc­ture up­grades, “the town needed to iden­tify its com­mu­nity strengths which could be used to mar­ket our mu­nic­i­pal­ity.”

Act­ing as em­cee for the event, Kennedy told the ap­prox­i­mately 40 peo­ple gath­ered in the main foyer, “for the town to con­tinue as a sus­tain­able com­mu­nity we would have to in­crease our pop­u­la­tion, en­large our com­mer­cial and re­tail sec­tor, mar­ket our great tourism po­ten­tial and at­tract prospec­tive pro­vin­cial, na­tional and in­ter­na­tional in­vest­ments.”

Coun­cil wanted a “pro­gres­sive and at­trac­tive plan to mar­ket the strengths of our town. And part of the mar­ket­ing strat­egy would be a brand that com­mu­ni­cates spe­cific in­for­ma­tion about Car­bon­ear and dis­tin­guishes the town from other com­mu­ni­ties. It would be the im­por­tant start­ing point in in­form­ing the public on what our mu­nic­i­pal­ity has to of­fer. “We did not want to re­place the town’s coat of arms, but merely com­ple­ment it with a mod­ern and ap­peal­ing new logo,” he con­cluded.

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Mayor Sam Slade led the as­sem­bled guests in a count­down be­fore un­veil­ing the new brand and logo.

“We are ex­cited to be launch­ing a new chap­ter in the story of Car­bon­ear,” Mayor Slade said be­fore pulling a string to re­lease some white bal­loons fea­tur­ing the town’s new logo.”

David Kennedy said Tract Con­sult­ing Inc., a St. John’s-based plan­ning, de­sign and mar­ket­ing com­mu­ni­ca­tion spe­cial­ist, de­signed the new brand.

The town hired the public re­la­tions and mar­ket­ing de­vel­op­ment firm last year and paid it $45,000 to pro­duce the new brand and mar­ket­ing strat­egy.

— Bev Han­cock, art di­rec­tor,

Tract Con­sult­ing

Car­bon­ear’s new logo is made up of four let­ter Cs merged and over­lapped rep­re­sent­ing com­mu­nity and part­ner­ship. A white space in the cen­tre rep­re­sents the town it­self as the heart or hub of the area.

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