Press Release - Osoyoos Officially Trademarks the “Canada’s warmest welcome” Brand

Press Release - Osoyoos Officially Trademarks the “Canada’s warmest welcome” Brand

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Osoyoos already has one of the catchiest slogan-and-logo combinations anywhere – and now its unique phrase and graphic officially belong to the community forever, as its official trademark.  

In February 2008 this vibrant resort town at the south end of B.C.’s scenic Okanagan Valley branded itself “Osoyoos: Canada’s Warmest Welcome”, with a logo using the colours of Osoyoos Lake, the desert, the surrounding mountains, and the ever-present sunshine.  The “warmest welcome” slogan was a play on the fact that Osoyoos has the country’s warmest climate and lake, and its friendly people welcome visitors warmly.

The new brand has been a hit, with the Town of Osoyoos and the local tourism agency, Destination Osoyoos, using it to market the community to visitors from around the world.  

Now the Town has taken the extra step of registering the brand as the community’s official trademark.  The Town was advised in February that the federal government, through its Canadian Intellectual Property Office, recently approved registration of the slogan and logo as the “official mark” of Osoyoos, valid indefinitely.  

“People everywhere have really taken to our brand,” says Mayor Stu Wells.  “Now, by having it registered, we actually own it and we can protect it and make sure it is used properly.”  Wells says the hope is that the Town, Destination Osoyoos, and local businesses and organizations will increasingly use the logo and slogan in their efforts to market the resort community.  

Community Development Manager Jim Newman says registering the trademark is “a milestone” for Osoyoos.  “There aren’t many communities across the country that have done this, and it means Osoyoos has really stepped up to the plate,” Newman says.  “It adds credibility to our marketing efforts, but it also means that we have to live up to the challenge this presents – in terms of professionalism and making good on the promise.”  

Destination Osoyoos Board Chair Don Brogan says, “I am very proud and impressed that Osoyoos has been successful in registering its trademark.  It helps to single our resort municipality out from the others in the province and further raises our notoriety.”  

The Town will officially own the trademarked brand, while Destination Osoyoos will handle working with any businesses or organizations wanting to use the logo and slogan.  Users will enter into a licence agreement setting out the rules for proper display and use of the material.  

Destination Osoyoos Executive Director Jo Knight says, “Canada’s Warmest Welcome is more than a brand; it’s a promise!  It is a privilege for Destination Osoyoos to partner with the Town and act as stewards of this great brand, as we continue to work with everyone in the community to ensure that we deliver on its promise.”  

Development of the new Osoyoos brand in 2007-08 included a great deal of input from local residents and business people.  The logo and slogan convey the warm and welcoming nature of Osoyoos and its people. 

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For further information, please contact: 

Stu Wells, Mayor             Don Brogan, Board Chair
Town of Osoyoos            Destination Osoyoos
250-495-6515                250-495-8200
swells@osoyoos.ca          dbrogan@walnutbeachosoyoos.com

The Town of Osoyoos is a vibrant community of approximately 5,000 people at the crossroads of Highways 3 and 97 in the South Okanagan Valley, near the U.S. border. It has a unique desert environment, the nation’s warmest lake and climate, and is home to thriving fruit orchards, vineyards, wineries, golf courses, year-round tourism facilities, and many small businesses. Osoyoos offers “Canada’s Warmest Welcome”.