Goal
Paying no attention to borders, stories go where they feel most alive, and storytellers are drawn to magical places that not only anchor the narrative, but work to elevate it. For this, Alberta’s Mountain View Region sought a brand to help them rise as not only a desired and opportunistic destination, but as a strategic industry partner.
Situational Analysis
Casual and welcoming, flexible and film-friendly, the Mountain View Regional Film Office is an insightful and accommodating coalition formed between Mountain View County and the Towns of Didsbury and Sundre to set the scene, ensure smooth processes and transitions, and help carry the load in the creation of truly intoxicating film, television, and interactive digital media content.
Unfussy Recommendations
The need for unique value propositions for the Film Office itself were identified to act as statements of “salesmanship” to better connect with local, national and international audiences and answer the question: Why utilize the services of the Mountain View Regional Film Office itself vs approach each community individually to negotiate and secure filming locations?
While the region itself may be viewed through the lens of a community that’s wildly classic, nostalgic, and fluid in time and place, all within a stone’s throw of two major cities, its advantage as a destination for film and TV production may be seen as the quick and seamless transition from rural hush to urban rush in the steps it takes to round a street corner or change a camera angle. It’s the improbable made possible. A time machine with a chameleon soul…Able to transform into mixed genres and disappear into historical dramas, period pieces, and epic adventures of yesterday and tomorrow. A portal to exciting worlds both familiar and unrecognizable. Uncomplicated and unstuck.
The Mountain View Regional Film Office is there to help carry the load; encouraging, enabling, and leveraging local film technology and innovation, helping build bridges and careers, and engaging with provincial government to develop and champion robust incentive programs. Simply put, they move mountains.
Output
- Strategic Organizational Direction and Brand development
- Communications Strategy development
- Messaging Platform development
- Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Ongoing marketing collateral design and development
- Social Media and PR content creation
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The rebrand initiative was fed by extensive internal and external research, including leadership and staff workshops, SWOT, and discovery sessions, and online surveys.
Outcomes
As the only regional and rural film office in Alberta—a province with more Oscar, Golden Globe and Emmy wins in the last decade than any other province in Canada—the Mountain View Regional Film Office is now seen as an entity as important to the story as the settings themselves. Like mountain view finders, they keep things reel easy — attracting and connecting national and international scouting and production companies to a variety of ideal locations, resources and talent with seamless concierge servicing. Through a convenient single point of contact, the Film Office quickly and confidently meets challenges, solves problems, and gets better results with straightforward film policies, less red tape, and an enthusiastic, cooperative community spirit.
They are now making strong first impressions so that others can be sure to make lasting ones.
