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Marketing and Promotions Toolkit
2 Lion’s Head Style Guide - Spruce The Bruce 3Lion’s Head Style Guide - Spruce The Bruce
Table of ContentsIntroduction ....................................... page 4 - 5
Brand Promise .................................. page 6 - 7
Keywords .......................................... page 8 - 9
Logo Rules ....................................... page 10 - 15
Typography ........................................ page 16
Colour Palette .................................... page 17
The Campaign Message .................... page 18 - 19
Visitor Icons ............................................. page 20 - 21
Demographics .......................................... page 22 - 23
Marketing Plan ................................... page 24 - 31
Executables ...................................... page 32 - 37
Contact Information............................ page 38
Building Better Downtowns
4 Lion’s Head Style Guide - Spruce The Bruce 5Lion’s Head Style Guide - Spruce The Bruce
Introduction
The Municipality of Northern Bruce Peninsula (NBP) covers
an area of 782 square kilometres and is the most northerly
community in Bruce County. This municipality is neighbour
to the Town of South Bruce Peninsula (the home of Wiarton
Willie) and boasts a permanent population of 3,850 year
round residents. Highway 6 traverses through the middle
of NBP bringing record numbers of visitors to the peninsula
each year.
The peninsula itself is surrounded on the east by Georgian Bay
and on the west by Lake Huron. The area is host to Fathom Five
National Marine Park, Bruce Peninsula National Park, the Bruce
Trail, Cabot Head and Lion’s Head Nature Reserves, two First
Nations Hunting Reserves and a large Bruce County Forest Tract.
In 2004, NBP was proclaimed as a “dark sky community” in the
hope of preserving and protecting the night time environment
and their heritage of dark skies from the adverse effects of light
pollution. Tourists and residents alike are attracted to places that
offer unique and exciting experiences, and are more likely to return
to places where they have unique opportunities and experiences.
Residents and visitors stay longer, spend more, return to, and speak
well about places where they form positive impressions.
Although they are part of the amalgamated Municipality of Northern
Bruce Peninsula, each community in Northern Bruce Peninsula
possesses a unique character and history. The purpose of this
toolkit is to showcase the community’s unique identity for the
purpose of marketing and promotions.
6 Lion’s Head Toolkit - Spruce The Bruce 7Lion’s Head Style Guide - Spruce The Bruce
Serenity on the Bruce Peninsula
The backdrop for the Lion’s Head brand should feature its dramatic
setting. The downtown is within one of the most dramatic landscape
features in the County. Imagery that comes to mind are places like
small coastal communities. Lion’s Head echoes the experiences found
in a quaint Newfoundland village hugging jagged cliffs on the Atlantic
ocean. The rugged cliffs coupled with the warm hospitable local flavour
define this community.
Lion’s Head should embrace the contrast between the stunning
escarpment and the turquoise waters of Georgian Bay. Lion’s Head
is intriguing and draws visitors to explore its coastlines, escarpment,
trails, marina and adventure sports. The community’s dedication to
maintaining a balance of development and natural environment through
its dark skies initiative is a strong asset that enhances its distinct
setting.
Lion’s Head is a place to get away, relax, and enjoy the meeting of blue
and green under the shadow of the majestic escarpment, an appealing
place for both local residents and tourists alike. The calm, peaceful
nature of the Town is in sharp contrast to those areas of the County
that are high energy and oriented for day trippers. Lion’s Head needs to
promote its uniqueness, its tranquility and its vacation retreat potential.
8 Lion’s Head Style Guide - Spruce The Bruce 9Lion’s Head Style Guide - Spruce The Bruce
Keywords Dramatic Setting Escarpment Hospitable Local Flavour Turquoise Waters Environmental AwarenessVacation Retreat
11Lion’s Head Style Guide - Spruce The Bruce
The logo conveys the character of Lion’s Head and its close
ties to the escarpment and the blue waters of Georgian
Bay. This logo draws visitors to explore its coastlines,
escarpment, trails, marina and adventure sports. The
serene and tranquil lines in the icon suggest flowing water
or wildlife found in the area.
Logo
10 Lion’s Head Style Guide - Spruce The Bruce
12 Lion’s Head Style Guide - Spruce The Bruce 13Lion’s Head Style Guide - Spruce The Bruce
Logo Variations
Colour versions of the logo are the
preferred application, and should
be used when the background of
the application is light in colour.
A black version of the logo should
be used when the background of
the application is light in colour or
grayscale has been requested.
The Logo should be surrounded by a
minimum amount of clear space to allow for
optimal messaging. The clear space around
all versions of the logo is equal to the height
of the letter “o” in the word Lion’s Head
(shown as blue in this illustration). A reverse version of the logo
should be used when the
background of the application is a
dark colour.
A reverse version of the logo
should be used when the
background of the application is a
dark colour or grayscale has been
requested.
Logo Positioning
14 Lion’s Head Style Guide - Spruce The Bruce 15Lion’s Head Style Guide - Spruce The Bruce
To ensure the effectiveness of the logo in developing
Lion’s Heads brand, there are minimum size standards
for use. The minimum size for print applications
should be 1.25 inches wide. In web applications, the
minimum size is 115 pixels wide.
Logo Minimum Size Please Do Not
1.25 inches
115 pixels
Do not skew
Do not change the font
Do not change colours
Do not change the size of portions of the logo
Do not add text Do not change the spacing
Lion’s Head
ON THE BRUCE PENINSULA
17Lion’s Head Style Guide - Spruce The Bruce16 Lion’s Head Style Guide - Spruce The Bruce
Cantina - Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz123456789
Avenir - Black
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz123456789
Avenir - Book
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz123456789
Myriad Pro - Condensed
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz123456789
Jenna Sue - RegularAaBbCcDdEeFfGgHhIiJ jKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz123456789
Typography
NavyPMS 289
CMYK 100/60/0/70
RGB 0/38/73
HEX 002649
LimePMS 368
CMYK 65/0/100/0
RGB 91/191/33
HEX 5BBF21
SkyPMS 293
CMYK 100/65/0/0
RGB 117/178/221
HEX 0051BA
SlatePMS Cool Gray 7
CMYK 0/0/0/40
RGB 165/163/158
HEX A5A39E
Colour Palette
18 Lion’s Head Style Guide - Spruce The Bruce 19Lion’s Head Style Guide - Spruce The Bruce
Your Masterpiece
Time without distractions. It’s rare, elusive, uncommon and longed for. It’s when extra hours seem to magically appear, cell phones remain quiet and clocks remain out of sight.
What if you could find both a place and time without distractions to get back to your unfinished project? The one that has been sitting in your guest room, calling you each time you walk past the door way. What if there was a way to leave the to-do list and the habitual routine behind and immerse yourself in a creative retreat where time is measured by passionate accomplishments rather than numbers. You say yes-and book time for yourself, without distractions in peaceful Lion’s Head. Just off the busy highway but miles away from the hustle and bustle of life.
You feel a magic quality when you arrive. Maybe it’s the dramatic landscapes that inspire the creative process. Or the renewed energy found after a deep night’s sleep under dark skies and a cozy bed.
You arise to the promise of an endless day ahead where you and only you determine how far your creativity will stretch. It’s still mysterious watching it transform before your eyes-an idea into a masterpiece. Personal satisfaction is yours for the taking, as within moments you’re breathing deeply and honing your craft.
Your masterpiece is waiting for you in Lion’s Head.
The Campaign:
20 Lion’s Head Style Guide - Spruce The Bruce 21Lion’s Head Style Guide - Spruce The Bruce
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Category
Mellow Vacationers55+year old, quiet, introverted, working couples
without children, seek rest & relaxation
Social Boomers55+year old, social couples, retired, love entertainment
Memory Makers35-50 year old couples, often sandwich generation
with elementary aged children
Nature Lovers35-54 year old couples, with young children,
budget conscious, love outdoors
Youth Socializers18-34 year old, extroverts, students, living in suburbs
Pampered Relaxers35-50 year old females, high income executives,
1/3 identify as part of a visible minority
Knowledge Seekers55+ females with grown children, employed,
higher levels of education
Active Enthusiasts35-54 year old males, enjoy spectator events, down to
earth, employed, value recreational opportunities
New Canadians25-34 year old couples with young kids, high levels of
education, influenced by trends, large networks, majority
identify as part of visible minority/ immigrant segment
Connected Socialites18-34 year old, without kids, employed, constantly
connected to digital & social networks, majority identify
themselves part of visible minority
Visitor Icons
Lion’s Head’s Target Audience
22 Lion’s Head Style Guide - Spruce The Bruce 23Lion’s Head Style Guide - Spruce The Bruce
NOWCATEGORY FUTURE
Target Audience
Visitor
Geography
Season
Length
Assets
Long Weekends Shoulder Seasons andWeeklong Stays
Summer
Winter
Spring
Fall
Summer
Winter
Spring
Fall
Summer
Winter
Spring
Fall
Spring Fall
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
Mellow Vacationers: Beach Chair - Relaxing on Beach
Mellow Vacationers Mellow Vacationers
Social Boomers
Memory MakersMemory Makers
Nature Lovers Nature Lovers Nature Lovers
Youthful SocializersYouthful SocializersYouthful Socializers
Pampered Relaxers Pampered Relaxers Pampered Relaxers
Knowledge SeekersKnowledge SeekersKnowledge Seekers
Active Enthusiasts Active Enthusiasts Active Enthusiasts
New CanadiansNew CanadiansNew Canadians
Connected Socialites Connected Socialites Connected Socialites
Memory Makers
Social BoomersSocial Boomers
Mellow Vacationers
Social Boomers: Couple Dancing
Memory Makers: Couple with Kids
Nature Lovers: Backpack - hiking stick
Youth Socialisers: drinking beer
Pampered Relaxers: Shopping
Knowledge Seekers: Reading Book
Active Ethusiats: Tennis Racquet
New Canadians: 6 Adults & 4 Kids
Connected Socializers
londonsarnia
windsor
buffalo
toronto
georgian bay
owen sound
kitchenerwaterloo
guelph
lake huron
BruceCounty
N
londonsarnia
windsor
buffalo
toronto
georgian bay
owen sound
kitchenerwaterloo
guelph
lake huron
BruceCounty
N
Familiar with Area
Wiarton Visitors Now
Educationalopportunities
Use as home base
Adventureexperiences
Accomodationoptions
Distance fromHome
Bruce Trail
Wiartonn Willie
Centralization of amenities
Flower Pot Island, Grotto, National Park Flower Pot Island, Grotto, National Park
National Reputation
Activities for multiple ages
DramaticScenery
Bruce Trail
Distance fromhome
Full servicemarina
Chi-Cheemaun
Water activities(scuba/kayak)
Festivalsprogramming
Variety ofbeaches
Lighthouses & Shipwrecks Lighthouses & Shipwrecks
Tobermory Visitors Now
Familiar with Area
Educationalopportunities
Use as home base
Adventureexperiences
Accomodationoptions
Distance fromHome
Bruce Trail
Wiartonn Willie
Centralization of amenities
Wiarton Target Visitors Future
National Reputation
Activities for multiple ages
DramaticScenery
Bruce Trail
Distance fromhome
Full servicemarina
Chi-Cheemaun
Water activities(scuba/kayak)
Festivalsprogramming
Variety ofbeaches
Tobermory Target Visitors Future
Scottish Culture Scottish Culture
BeachPrivateaccommodation
Distance fromUrban centre
Architecture
Friends & Family
Water sports
Lighthouse
Shop/Dining
FestivalsProgramming
Kincardine Visitors Now
Familiar/Connection to area Familiar/Connection to areaProvincialRecognition
Youthdestination
Relaxedatmosphere
Vacation photoopts
Inexpensive tripcost
Walkability
Retro Flavor
Amenities closeto beach
Programming/events
Accommodationoptions
Sauble Beach Visitors Now
BeachPrivateaccommodation
Distance fromUrban centre
Architecture
Friends & Family
Water sports
Lighthouse
Shop/Dining
FestivalsProgramming
Kincardine Target Visitors Future
Accomodation options
Spas/Pampering
Boutiqueshopping
Social options
Downtownconnects with beach
Distance from homeRelaxed atmosphere
Golf/Tennis
Reputation
Architecture
CommunityProgramming
Southamption Visitors Now
Accomodation options
Spas/Pampering
Boutiqueshopping
Social options
Downtownconnects with beach
Distance from homeRelaxed atmosphere
Golf/Tennis
Reputation
Architecture
CommunityProgramming
Southamption Target Visitors Future
Accomodation options
Outdoor recreation
Familyprogramming
Inexpensiveactiviy costs
Distance from home
Variety of beachesFamiliar with area
Establishedreputation
Full servicedowntown
Kid amenities
Visiting family & friends
Port Elgin Visitors NowAccomodation options
Outdoor recreation
Familyprogramming
Inexpensiveactiviy costs
Distance from home
Variety of beachesFamiliar with area
Establishedreputation
Full servicedowntown
Kid amenities
Visiting family & friends
Port Elgin Target Visitors Future
ProvincialRecognition
Youthdestination
Relaxedatmosphere
Vacation photoopts
Inexpensive tripcost
Walkability
Retro Flavor
Amenities closeto beach
Programming/events
Accommodationoptions
Sauble Beach Target Visitors Future
Bruce Trail
UNESCO
Environment/Dark Skies
EscarpmentLocalprogramming
Photographyopportunities
Marina/Harbor
Familiarity witharea
Relaxed watersports
Lion’s Head Visitors Now
Bruce Trail
UNESCO
Environment/Dark Skies
EscarpmentLocalprogramming
Photographyopportunities
Marina/Harbor
Familiarity witharea
Relaxed watersports
Lion’s Head Target Visitors Future
MellowVacationers
KnowledgeSeekers
NatureLovers
MellowVacationers
MemoryMakers
NatureLovers
Connected Socialites
YouthSocializers
MemoryMakers
NewCanadians
YouthSocializers
MemoryMakers
SocialBoomers
MellowVacationers
MemoryMakers
SocialBoomers
MellowVacationers
MemoryMakers
NewCanadians
MemoryMakers
NatureLovers
NewCanadians
MemoryMakers
Nature Lovers
NewCanadians
NatureLovers
KnowledgeSeekers
MemoryMakers
Nature Lovers
SocialBoomers
MemoryMakers
Mellow Vacationers
Active Enthusiasts
MemoryMakers
MellowVacationers
YouthfulSocializers
PamperedRelaxers
SocialBoomers
KnowledgeSeekers
MellowVacationers
Social Boomers
MemoryMakers
Familiar with Area
Wiarton Visitors Now
Educationalopportunities
Use as home base
Adventureexperiences
Accomodationoptions
Distance fromHome
Bruce Trail
Wiartonn Willie
Centralization of amenities
Flower Pot Island, Grotto, National Park Flower Pot Island, Grotto, National Park
National Reputation
Activities for multiple ages
DramaticScenery
Bruce Trail
Distance fromhome
Full servicemarina
Chi-Cheemaun
Water activities(scuba/kayak)
Festivalsprogramming
Variety ofbeaches
Lighthouses & Shipwrecks Lighthouses & Shipwrecks
Tobermory Visitors Now
Familiar with Area
Educationalopportunities
Use as home base
Adventureexperiences
Accomodationoptions
Distance fromHome
Bruce Trail
Wiartonn Willie
Centralization of amenities
Wiarton Target Visitors Future
National Reputation
Activities for multiple ages
DramaticScenery
Bruce Trail
Distance fromhome
Full servicemarina
Chi-Cheemaun
Water activities(scuba/kayak)
Festivalsprogramming
Variety ofbeaches
Tobermory Target Visitors Future
Scottish Culture Scottish Culture
BeachPrivateaccommodation
Distance fromUrban centre
Architecture
Friends & Family
Water sports
Lighthouse
Shop/Dining
FestivalsProgramming
Kincardine Visitors Now
Familiar/Connection to area Familiar/Connection to areaProvincialRecognition
Youthdestination
Relaxedatmosphere
Vacation photoopts
Inexpensive tripcost
Walkability
Retro Flavor
Amenities closeto beach
Programming/events
Accommodationoptions
Sauble Beach Visitors Now
BeachPrivateaccommodation
Distance fromUrban centre
Architecture
Friends & Family
Water sports
Lighthouse
Shop/Dining
FestivalsProgramming
Kincardine Target Visitors Future
Accomodation options
Spas/Pampering
Boutiqueshopping
Social options
Downtownconnects with beach
Distance from homeRelaxed atmosphere
Golf/Tennis
Reputation
Architecture
CommunityProgramming
Southamption Visitors Now
Accomodation options
Spas/Pampering
Boutiqueshopping
Social options
Downtownconnects with beach
Distance from homeRelaxed atmosphere
Golf/Tennis
Reputation
Architecture
CommunityProgramming
Southamption Target Visitors Future
Accomodation options
Outdoor recreation
Familyprogramming
Inexpensiveactiviy costs
Distance from home
Variety of beachesFamiliar with area
Establishedreputation
Full servicedowntown
Kid amenities
Visiting family & friends
Port Elgin Visitors NowAccomodation options
Outdoor recreation
Familyprogramming
Inexpensiveactiviy costs
Distance from home
Variety of beachesFamiliar with area
Establishedreputation
Full servicedowntown
Kid amenities
Visiting family & friends
Port Elgin Target Visitors Future
ProvincialRecognition
Youthdestination
Relaxedatmosphere
Vacation photoopts
Inexpensive tripcost
Walkability
Retro Flavor
Amenities closeto beach
Programming/events
Accommodationoptions
Sauble Beach Target Visitors Future
Bruce Trail
UNESCO
Environment/Dark Skies
EscarpmentLocalprogramming
Photographyopportunities
Marina/Harbor
Familiarity witharea
Relaxed watersports
Lion’s Head Visitors Now
Bruce Trail
UNESCO
Environment/Dark Skies
EscarpmentLocalprogramming
Photographyopportunities
Marina/Harbor
Familiarity witharea
Relaxed watersports
Lion’s Head Target Visitors Future
MellowVacationers
KnowledgeSeekers
NatureLovers
MellowVacationers
MemoryMakers
NatureLovers
Connected Socialites
YouthSocializers
MemoryMakers
NewCanadians
YouthSocializers
MemoryMakers
SocialBoomers
MellowVacationers
MemoryMakers
SocialBoomers
MellowVacationers
MemoryMakers
NewCanadians
MemoryMakers
NatureLovers
NewCanadians
MemoryMakers
Nature Lovers
NewCanadians
NatureLovers
KnowledgeSeekers
MemoryMakers
Nature Lovers
SocialBoomers
MemoryMakers
Mellow Vacationers
Active Enthusiasts
MemoryMakers
MellowVacationers
YouthfulSocializers
PamperedRelaxers
SocialBoomers
KnowledgeSeekers
MellowVacationers
Social Boomers
MemoryMakers
24 Lion’s Head Style Guide - Spruce The Bruce 25Lion’s Head Style Guide - Spruce The Bruce
Marketing Plan
Target AudienceLion’s Head’s marketing plan encourages the target market segments;
Knowledge Seekers, Mellow Vacationers and Nature Lovers from Guelph
and Kitchener Waterloo to have weeklong stays in the shoulder seasons
in Lion’s Head. This marketing plan will promote Lion’s Head as a Spring
and Fall destination.
The primary target audience for Lion’s Head are the Knowledge
Seekers. Knowledge Seekers are visitors 55+ females with grown
children, employed and have higher levels of education. The secondary
target audience are Mellow Vacationers, they are 55+years old, quiet,
introverted, working couples without children and seek rest & relaxation.
The third target audience are Nature Lovers. Nature Lovers are 35-54 year
old couples, with young children, they are budget conscious and they love
the outdoors.
26 Lion’s Head Style Guide - Spruce The Bruce 27Lion’s Head Style Guide - Spruce The Bruce
Action Plan
That the promotion of Lion’s Head be strengthened and leveraged through specific and targeted brand enhancing marketing initiatives.
* Spruce the Bruce Funding criteria subject to change
* Additional marketing and promotion Action Plan Items recommended
as a result of the Brand Development project.
COLLATERAL AND PRODUCT SPRUCE THE DEVELOPMENT PIECES YEAR BRUCE FUNDING?
1. Retreat Package Year 1 YES
2. Video Development Year 1 NO
3. Facebook Ads Year 1 NO
4. Online Ads and Print Ads Year 2 NO
5. Seasonal Campaigns Year 2 YES (based on Itineraries)
6. Media Tours Ongoing NO
28 Lion’s Head Style Guide - Spruce The Bruce 29Lion’s Head Style Guide - Spruce The Bruce
1. RETREAT PACKAGEAction Year: 1
Design Concept: Develop Retreat packages targeted to Hooking, Yoga
and Painting instructors to host their next retreat in Lion’s Head. This
retreat package will be personalized for each group. This retreat package
includes: letterhead, envelopes, rackcards, sign up sheets and discount
cards.
2. VIDEO DEVELOPMENTAction Year: 1
Design Concept: Develop videos targeted to groups looking for a
retreat destination.
3. FACEBOOK ADSAction Year: 1
Design Concept: Develop Sponsored Ads on Facebook to encourage
people to click through to the website.
4. ONLINE ADS AND PRINT ADSAction Year: 2
Design Concept: The purpose of redesigning the print advertisement
and online advertisement is to ensure the same message is
communicated consistently to visitors. The online and print
advertisement will have the same look and feel but the message will
vary depending on the publication. For example, advertisements in
the Zoomer magazine will speak to the Mellow Vacationers looking for
relaxation.
Collateral and Product Development Pieces
30 Lion’s Head Style Guide - Spruce The Bruce 31Lion’s Head Style Guide - Spruce The Bruce
5. SEASONAL CAMPAIGNS (BASED ON ITINERARIES)
Action Year: 2
Design Concept: To encourage visitors to travel during the
shoulder seasons, Lion’s Head should develop itineraries for their
different target audiences. These itineraries should include, places
to stay, eat, shop and do. This will help visitors plan their vacation.
6. MEDIA TOURAction Year: Ongoing
Design Concept: The purpose of this is to invite media writers
and bloggers to come to Lion’s Head. Design itineraries that can
be posted on the Lion’s Head Website, Media Request page, and
design printed copies to be given out at Travel Media Association
of Canada (TMAC)events and design online copies to be e-mailed
out to journalists, media writers and bloggers. Create activity
based itineraries that is unique to Lion’s Head and interesting
enough for media writers to write about Lion’s Head. Developing a
pitch kit will entice writers to visit Lion’s Head
32 Lion’s Head Style Guide - Spruce The Bruce 33Lion’s Head Style Guide - Spruce The Bruce
ExecutablesThe executables provided are samples to illustrate
the use of the brand elements in common
marketing tactics, and should not be considered
final artwork.
34 Lion’s Head Style Guide - Spruce The Bruce 35Lion’s Head Style Guide - Spruce The Bruce
Instructor Package
Dear Tabatha,
Thank you for taking the time to review this package we have prepared for you. If you are looking to broaden your service off erings and building a stronger relationship with your clients, you will fi nd this package very interesting.
Lion’s Head was recently recognised as an ideal destination for yoga retreats. Located in a secret nook on the Bruce Peninsula, Lion’s Head is close enough to get to, yet far away enough to leave behind the day-to-day rigmourole. It has the facilities and amenities required to host a retreat without any unnecessary distractions. And it’s beautiful!
We have worked with local businesses to make this simple for you to facilitate. We have also negotiated deals with accommodators/businesses so that you can profi t. A detailed “Instructor Savings Plan” is included in this package.
I am confi dent that by bringing a group to Lion’s Head you will help your clients/students elevate their skills and passion for yoga. It will build your relationship with your clients/students and ultimately strengthen your business.
Again, I very much appreciate you taking the time to review this package. If you have any questions please contact me on (519) 123-4567.
Namaste Marydale AshcroftLion’s Head Promotional Group
Sign up sheet
a yoga retreat.
Name
Phone NumberRetreat Date
Name
Phone Number
Name
Phone Number
Name
Phone Number
Name
Phone Number
Name
Phone Number
Name
Phone Number
Name
Phone Number
Present this card to participating
businesses to receive your Instructor’s
Discount. This card is only valid during a
visit to Lion’s Head with your students.
Rack cards
a yoga retreat
on the Bruce Peninsula.
Finding the time to dedicate to your passion
can be challenging. Wouldn’t it be great to
just disappear for a few days and dedicate
your precious time to you and your yoga?
Situated on a secret nook of the Bruce Peninsula, Lion’s Head
is the perfect location for a yoga retreat. It’s the place where
you can practice yoga in an idyllic natural setting. The view
from the bluff s over crystal turquoise waters will soothe your
soul and let you submerge into your yoga like never before.
In between your yoga sessions there is a wide range of
activities to do. Kayaking, SUPing and hiking is in abundance
and will relax your body. Or you can just sit and enjoy the
stillness. Speak to your instructor for details about your yoga
retreat on the Bruce Peninsula.
on the Bruce Peninsula.
www.VisitLionsHead.ca
a yoga retreat
36 Lion’s Head Style Guide - Spruce The Bruce 37Lion’s Head Style Guide - Spruce The Bruce
Facebook Sponsored Ads Print Ad
www.VisitLionsHead.ca
Finding the time to dedicate to
your passion can be challenging. Wouldn’t it
be great to just disappear for a few days and dedicate
your precious time to you and your painting?
on the Bruce Peninsula. a painting retreat
38 Lion’s Head Style Guide - Spruce The Bruce
For more information, further instructions
for use or digital copies of this toolkit and its
associated elements please contact:
Department of Planning and Development
County of Bruce
1-800-268-3838
Contact
39Lion’s Head Style Guide - Spruce The Bruce