Not a Resort Town

While nearby resort towns wind down in the fall, Nanaimo stays real. We used its grit to shape a brand voice with staying power.

Built from existing assets and sharp headlines, the campaign stretched and flexed across a range of media. To extend its reach even further, we trained a custom GPT to help city staff and small businesses keep the voice consistent. The result feels distinct in a sea of tourism sameness. And for the first time in a long while, new people are noticing Nanaimo.