Whistler. Always real.
With those words Tourism Whistler finally unveiled the new brand for the resort a project more than two years in the making.
Organization president Barrett Fisher said work had been consistently going on, but it wasnt until a local company, Origin Design and Communications, got involved that the search for a resort identity came to an end.
What they saw was not just the great skiing, mountain biking and other recreation activities available in Whistler. They saw the spirit of adventure and fun inside each person who comes to the resort to get away from it all and those who have made Whistler their life.
Whistler is "about the moments that are in between the recreation," said Danielle Kristmanson of Origin during a video shown at the brand launch this week at the Telus Conference Centre.
"Its about those perfect unstaged, unscripted moments that we are trying to capture in the creation of this brand.
"Whistler is a place where everyone expects the perfect vacation but what we're trying to convey is that Whistler is so much more, you get these real experiences, real people, real adventures."
Each one of the ads that Tourism Whistler will run in a multitude of media over the coming months and years will feature the tag line and real people not models in the pictures.
Each photograph will have a date, time and location of the shot. No names will be included as it was decided that keeping it anonymous would let those looking at the ads feel like they could be the person in the picture.
And the majority of the pictures will be in black and white.
Tourism Whistler felt this was a key way to keep their message authentic. In previous years the ads for the resort pictured perfectly groomed runs, or fresh powder and azure blue skies. But as everyone knows only some of the days in the resort are truly like that.
"One of the beauties of Whistler is that it is a big mountain environment," said Fisher. "It is big weather, and we are trying to show the authentic experience. It might be raining in the valley but you might get three feet of powder at the top of the mountain and you will get no experience like it anywhere else. So it really is about being authentic to who we are and not trying to pretend that we are always those bluebird days."
Gordon Ross, a single property owner who lives in Vancouver was concerned about using black and white.