Entered by Alphabet Creative 

The city of Kingston, Ontario Canada holds an unrealized competitive advantage for tourism. Its authentic urban experiences and rich history are well documented, but its true competitive advantage was poorly understood and its tourism industry was fragmented with multiple organizations responsible for some aspect of marketing Kingston with none aligned under a common brand. The Kingston Accommodation Partners, responsible for marketing Kingston to leisure travellers and the office of the Mayor, retained Twenty31 and Alphabet to develop a unique brand position for Kingston with the dual purpose of both differentiating the city from its competitors and to inspire and compel visitors to choose the destination. A strong brand position, it was hoped, would also help galvanize the disparate tourism stakeholder base.