In April, the City of Kenora announced that promoting Kenora as ‘North America’s Premier Boating Destination’ would end in favour of a new brand and campaign, ‘Jump In’.
It’s since been discovered that ‘Jump In’ is a positioning statement in use by Kawartha Lakes, ON and the City of Kenora has now ceased use of the slogan.
“To say the boating capital of the world is a pretty big reach. I just think this is a much better scope and it represents who we are, and what we want to be, in terms of the tourism portion or Kenora.”
Reynard went on to add that the overall cost to develop the new brand and campaign was $80,000 with $48,352 paid through brand leadership reserve funds and the other portion of $31,648 paid through the Municipal Accommodation Tax.
In a joint statement from Kawartha Lakes and the City of Kenora, Cheri Davidson, Kawartha Lakes' Manager of Communications, Advertising and Marketing, offered more information.
“The new Kenora tourism brand and tag line was developed by a Kenora marketing firm and the rebrand was launched without knowledge/due diligence on the prior use of 'Jump In' by Kawartha Lakes. As such, all use of 'Jump In' will cease by the City of Kenora/Kenora Tourism. The City of Kenora has provided their sincere apology for the oversight.”
Heather Pihulak, the City of Kenora’s Director of Corporate Services, adds “when we became aware, we worked quickly with Kawartha Lakes and there was no impact to anyone.”