"The future of tourism marketing in Surrey" was revealed during an brand-launch event at Civic Hotel on Monday, Oct. 7.
Discover Surrey, the city's non-profit Destination Marketing Organization (DMO), aims to position Surrey "as a dynamic and must-visit destination" with the help of a new tagline ("Every Visit Tells a Story"), revamped website and a "strategic" shift to a Destination Management Organization.
The latter "highlights a renewed focus, not just on attracting visitors, but on ensuring their experiences in Surrey are seamless, enriching, and unforgettable," according to a news release from Jenny Mourad, Discover Surrey marketing director.
She says Discover Surrey's new brand "goes beyond refreshed messaging or beautiful visuals" as the organization aims to become "the trusted voice" that champions both the tourism businesses and people of Surrey.
“One thing remains constant in Surrey: the collective passion of our people," Mourad said. "The people of Surrey are a group you can root for. They have heart and dreams, and anyone who has spent time in this community knows that it is worth exploring and celebrating. Our job is to get that message across to others, and how we do so matters.”
Discover Surrey will work with Veneto Collaboratory, a Boston-based tourism development organization, to create a Tourism Experience Development Project with goals of helping local tourism providers "enhance or create new, market-ready group experiences, providing new revenue opportunities and expanding the city's tourism offerings."
The new tagline aims to "capture the energy and diversity of the city," emphasizing that Surrey "is always buzzing with new experiences, faces, and stories waiting to be discovered."
Discover Surrey's website (DiscoverSurreyBC.com) features trip-planning tips including accommodations, restaurants, shopping, maps, events, history, sports event planning, media relations and more.
The event at Civic Hotel, attended by community and provincial partners, included a keynote address from Alison McKay, vice-president of Destination Management at Destination BC.
“While destination marketing drives visitation from key markets, destination management is what ensures long-term success,” McKay told meeting attendees. “Community DMOs, such as Discover Surrey, play a key role in advocating for tourism at the community level, ensuring we have the resident support required to enhance the B.C. tourism experience.”
Discover Surrey’s mission is "to champion the ongoing development of unique tourism experiences and partnerships to attract visitors and create an environment where tourism can thrive in Surrey."
