A Tourism Brand for “The Hammer”

Although many Canadians think of Hamilton as a “lunch-bucket town”, the city is host to many visitor attractions, including the Royal Botanical Gardens, several national historic sites, a beautiful waterfront and a first-class art museum. Sadly, most of these treasures remain unknown to those who have never visited the city. To raise Hamilton’s profile as a visitor destination, Pier 8 Group developed a brand strategy based on the marketing slogan “Hamilton Undiscovered”, which invited potential visitors to take a closer look at the many interesting things that Hamilton has to offer. To support the marketing campaign, we developed a new website and designed a visitors’ guide, postcards, maps, brochures, displays and advertising.