Destination Greater Victoria CEO Paul Nursey said the organization is brainstorming a new slogan after “Oceans apart from ordinary” was discovered to have been used by Heineken back in the ’70s. Nicole Crescenzi/VICTORIA NEWS

Destination Greater Victoria scraps new slogan

‘Oceans apart from ordinary’ already used by beer giant Heineken in the ’70s

When Tourism Victoria announced they would rebrand as Destination Greater Victoria last week, along with the new name came a new logo and a new slogan.

However, “Oceans apart from ordinary” turned out to very similar to a 1974 Heineken advertising campaign that said the beer was “Oceans apart from the ordinary.”

“I wouldn’t recognize it, because I was two years old when it came out,” said Destination Greater Victoria CEO Paul Nursey.

“The reality is, if I were in the public realm, I might just leave it,” he explained. “But we are a highly scrutinized, quasi-public organization, and so we’re using an abundance of caution.”

READ MORE: Tourism Victoria refreshes its look with new brand

So, it’s back to the drawing board with their hired branding company, Destination Think! to look at other slogan ideas.

The six-month process of researching and designing the new brand cost the organization $150,000, but because Heineken never trademarked the phrase, Destination Think! never found it in their intellectual property database.

As a result, crafting a new slogan will be done free of charge.

“Many options were considered [originally,] but now we’re going to look at other ones, or maybe not even have one at all,” Nursey said, adding that many other cities across the province using “Destination” rebranding have chosen to forgo slogans altogether.

In the meantime, Destination Greater Victoria remains the new identity, and social media and advertising campaigns will begin to roll out slowly in the coming weeks.

“We’re very happy with the new brand,” Nursey said. “The work is very strong, and while this is regrettable, it’s just a tag line.”

nicole.crescenzi@vicnews.com


Like us on Facebook and follow us on Twitter

Just Posted

Bungy jump naked in support of mental health programs

Registration open for annual fundraiser for BC Schizophrenia Society

Saanich police look for driver involved in a hit-and-run

Incident happened Monday, Feb. 18 near Admirals Road by Murray Drive

Victoria parking fees bring in more than $17 million every year

Parking fees make up seven per cent of the city’s annual revenue

Home show hits Pearkes this weekend

Victoria Early Spring Home Expo, Friday to Sunday

Search for modular housing in Saanich continues

Municipality says it remains committed to search for suitable piece of land to house homeless

Black Press readers share photos of their favourite critters on #LoveYourPetDay

Greater Victoria is raining cats and dogs…and snails and goats

POLL: Will you be wearing pink to take a stand against bullying

Schools and workplaces across Greater Victoria and around the province will be… Continue reading

BC SPCA investigates Okanagan woman with prior animal abuse convictions

BC SPCA is investigating a property near Vernon

Man wanted for sex trafficking, confinement may be heading to B.C.

Kevin Myrthil, 26, is also accused of assault on a 19-year-old woman at an Edmonton hotel

Parksville council won’t ban single-use plastic bags

Politicians vote 6-1 against proposed bylaw

B.C. Speaker Darryl Plecas resumes battle with suspended staff

Committee meets at B.C. legislature to consider new allegations

Northern B.C. train derailment due to broken axle could happen again: TSB

CN coal train derailment caused by broken axle can happen again without a different way to inspect

Former B.C. fire chief sues his city after termination

Keith Green’s civil claim says that he believes he was wrongfully terminated

B.C. man injured in police shooting now in wheelchair

“Shots were fired by police and the Kelowna man was transported to the hospital with serious injuries.”

Most Read