Selling the region: RQM developing new brand for Queens County

by Kevin Mcbain


With little past success at branding the area, the Region of Queens Municipality (RQM) wants to develop a new brand, complete with slogans, that will promote not just Liverpool, but the entire region.

"With approximately 50-plus communities in the region, council thought that it would be nice to have something that was inclusive of all of Queens," said RQM Mayor David Dagley.

He said that the Town of Liverpool has always used the trademarked slogan, Port of The Privateers, but that phrase only applies to the town.

And in the past, other slogans have met with little success when they came to gaining traction. Previous attempts have included Liverpool: Escape from the Usual; and Put Life Back into Living, but none were widely adopted on materials or signs, according to a council document.

Dagley said slogans like this could still be used locally. But new branding is needed to market the region on a larger scale using brochures, newsletters, and signs.

Jenny Rockett, director of economic development for the Region of Queens Municipality is spearheading the project that will be broken up into five phases ahead of its launch in January 2020.

Phase 1 has is underway – the search for a consultant to help staff through the process. A Request for Proposals was sent out with a closing date of March 22.

The second phase will include stakeholder engagement and analysis that will continue until August 31; followed by phase three – creative development and approval (October 31); Phase 4 – staff education (January 15, 2020) and Phase 5 – the launch (January 2020).

Dagley said that there will be municipality-wide consultation on the subject and it will be collaborative effort between the hired consultant, staff and public input.

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