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| April 9, 2003 | |||||
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RCMP Musical Ride Centre: What’s in a Brand?The Concise Oxford Dictionary defines a brand as a "permanent mark deliberately made by a hot iron" and as a "trade mark." Both definitions have resonance when applied to the RCMP Musical Ride – a professional equestrian entertainment program that promotes and celebrates the values of the Royal Canadian Mounted Police as well as those of Canada as a nation. Both domestically and internationally, the Musical Ride has wider recognition and reach than any other single government program. Over the years, managing the Musical Ride brand has become a far more explicit undertaking – involving merchandising, various kinds of rights management, and developing a deliberate approach to communication of the brand history and values. Building a permanent public venue where the brand could be experienced became, over time, a priority. "For years," relates Inspector Greg J. Peters, "we have planned to build a place where we could tell our story and make the Musical Ride and RCMP brands come alive. That is the mandate we gave to Design Vision in the creation of the Ride Visitor Centre at our home here in Ottawa." "The Queen’s planned visit last year, on the occasion of the 50th anniversary of her Coronation, provided the perfect impetus to get the project initiated. We have a long and celebrated relationship with Her Majesty, and it was agreed that the Queen would honour us with a visit," continues Peters. "The first phase, completed now and opened by the Queen last Thanksgiving, tells the story of the Ride and the equestrian traditions of the RCMP up to the present. The second phase, now in planning, will extend the story into post 9/11 world and into the future." Working to a strict time and budget set of constraints, Design Vision set about to create an environment out of the existing facility that provided distinct zones for telling the stories of each of the major periods of Musical Ride history. The team worked with RCMP resources combing the available archived material and producing various kinds of display media in print, video, and interactive. "In my 15 years in RCMP Public Affairs, I have yet to see a group "get it" so quickly as did the team at DV," concludes Peters. "Design Vision took what we had in terms of a utilitarian facility and re-created it into a showcase that communicates excitement and energy -- delivering the story in a way that audiences of all ages can experience. They understood that the history, the values and the consistency are what make our brand one of the most valuable in Canada. This work, and the new Centre that they helped us create, will impact on the image and brand of the RCMP for years to come." |
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Design Vision - Positioning our Clients for the FutureDelivering strategic differentation is our job. Now in our 15th year, Design Vision continues to work with leading retail clients, assisting them to take advantage of opportunity today - while helping position them for the future. 134 Peter St., Suite 401, Toronto, ON, M5V 2H2
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