CLIENT: Commercial Drive Business Association | @commercialdrivebia
PROJECT: Brand refresh and new marketing/advertising materials for “The Drive”
The Commercial Drive Business Association was seeking a mid-cycle brand refresh that would draw more visitors to the neighbourhood to shop, dine and be entertained. The Drive is a unique area in Vancouver with a mix of shops, restaurants and services and is the city’s original Italian neighbourhood. The first order of business was to infuse the brand with “Italian-ness” to reinforce the connection to the area’s history. A small addition of the Italian flag to the existing and recognizable logo – and the infusion of Italian red & green to the brand – got the ball rolling.
The Drive is a place to stroll, shop, people-watch, grab gelato and a latte, and pop in for great live entertainment in the bars and restaurants. And it’s a friendly area – a place just to come by and socialize. The tagline “Welcome to The Drive” was adopted in all advertising as a reminder of just how social The Drive is. Photography was mainly pulled from social media feeds and local photographers to convey the authentic character of the neighbourhood.
Visitor advertising appears regularly in tourist magazines distributed through the hotels in Vancouver. The ads are also repurposed with event content for local advertising.