Goal

One of nearly half a dozen BC communities claiming to be the “Wilderness Capital” of the province, the District of Lillooet faced steep decline in residential and investment numbers as local forestry and mining industry focus shifted and the draw of picturesque landscapes quickly proved insufficient. Lillooet needed a new way to market itself – short of building the “world’s biggest” something as suggested by a number of other firms…

This work was created under the banner of Twist Marketing.

Situational Analysis

Located three hours northeast of Vancouver amid the jagged Coast Mountains, The District of Lillooet is directly connected to The Cayoose Creek Band – Sekw’el’was, The Bridge River Indian Band – Xwísten, The Pavilion Indian Band – Ts’kw’aylaxw, The Seton Lake Band – Tsal’alh, T’it’q’et First Nation, and Xaxl’ip, through shared geography, demographics, and economic development aspirations.

The District’s geography is so rugged that it can literally kill you – a stark contrast to the softer mountain experience regularly promoted in nearby towns, featuring organized tours, lattes and five-star accommodation. There are no spa days here – just wild folk and even wilder things…

Unfussy Recommendations

The truth will set you free – or in the case of Lillooet, BC, acknowledging its rough-around-the-edges exterior helped set this unique District apart from other nearby mountain communities.

Tough love in the form of honest truths being communicated at the tail end of community reconnaissance was the hardest part for a community desiring to be ‘majestic’ and looking enviously toward Whistler, just 90 minutes to the west. Truth be told, those visiting Whistler aren’t the type who would best appreciate Lillooet. But those who appreciate Lillooet will in turn find Whistler too cushy. In this epiphany lies a breakthrough for community brands focused on trying to be something for everyone: focusing on a niche market enables a community to speak directly to those most who will most likely be attracted to the community. For a niche brand like Lillooet, it was important to profile the personality type(s) that would be attracted to the community, ensuring the personality was reflected in the myriad forms of brand implementation.

Lillooet is a comfortable shoe for the active adventurer who spurns the urban jungle and whose compass points decisively toward extreme outdoor pursuit. These are the non-conformists who severely dislike the pretentiousness of big box stores and paved parking lots—people not driven by material wealth, but creativity.

This distinct market likes to take risks and doesn’t like things sanitized for their enjoyment because, to them, watered-down is boring and contrived. In Lillooet, they see the ‘diamond in the rough’.