BURST
The District of Kitimat and community’s chamber of commerce have launched a cheeky promotional campaign that leans into its reputation as something of a drab, remote community where people live mostly because there are good industrial jobs.
The singular new slogan for the municipality on B.C.’s north coast, long home to the Rio Tinto aluminum smelting operation and now the massive new LNG Canada plant, is: “Kitimat, B.C.: It’s Not For Everyone.”
It’s a cross-Canada advertising campaign aimed at attracting new residents to boost the local workforce.
The district describes it as “an invitation for Canadians to take a closer look at one of northern B.C.’s most dynamic and opportunity-rich communities.
“Rather than painting a rose-tinted picture like so many traditional advertising campaigns, this campaign adopts a playfully honest tone, celebrating Kitimat’s distinct character, resilient people, and unmatched potential for those who value space to breathe, grow and belong,” according to the campaign announcement on Thursday.
Mayor Phil Germuth said it’s an attempt to “tell an authentic story about Kitimat and prove through humour that we’re a fun and enjoyable place to live.
“Kitimat is a place where people build things — careers, families, futures. It takes a certain kind of person, who doesn’t take things too seriously, to thrive here and that’s exactly the point. This community rewards those who are willing to embrace opportunity and challenge in equal measure.”
There’s even a short film touting the community’s “characters, quirks and heart, while acknowledging, with humour and candour, that Kitimat’s rugged setting and climate may not appeal to everyone.”
Oh, and ads will soon promote a “quite possibly fictional” store, Kitimart, where you can find products like Drizzly Flakes Cereal and — ew! — Salmonade Sparkling Beverage, among other “Kitimat delicacies.”
All of it is in celebration of “the people and lifestyle of this bold, welcoming community at the beginning (or end) of the road,” according to the announcement.
“This campaign reflects Kitimat’s confidence,” said Laurel D’Andrea, executive director of Kitimat Chamber of Commerce.
“We are not trying to be all things to all people. Instead, we are inviting those who share our values — who appreciate hard work, natural beauty, and a sense of humour — to consider Kitimat as their next chapter, a place with a uniquely strong, vibrant and involved community.”
The campaign was developed with Vancouver marketing agency Munro Thompson Communications Inc. to attract residents, investment and skilled talent to the region. It was paid through the B.C. government’s rural economic diversification and infrastructure program and the Northern Development Initiative Trust’s healthy communities fund.