You can’t build a reputation on what you are going to do.”

– Henry Ford

BC PLACE – Branding

CHALLENGE

In late 2003, BC Place Stadium, concerned that it had reputation challenges, commissioned Reputations to conduct research to measure public perception and support for the Stadium. The research indicated that public perceptions of BC Place as a vital and economically viable stadium were at less-than-desired levels. As a result, BC Place set measurable goals to improve public perception and support for the Stadium.

STRATEGY

Through an extensive Reputation Management Plan that incorporated a variety of initiatives including a brand audit and rebranding, stakeholder relations and an earned–media campaign, BC Place was able to increase levels of support.

RESULTS

1. Increase of top-of-mind public perception by 13% (8% higher than target)
2. Increase of 85% in perception that BC Place is a sport, recreation and economic asset (20% higher than target)

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