It’s My Cornwall contest way to win trust

Over the last few months I’ve worked with a team from Banfield-Seguin on the City of Cornwall Economic Development Department’s rebranding and business / resident attraction programs.

We gained a great deal of insight from the research process, where we talked to a lot of people in Cornwall about Cornwall, conducted a review of economic development success stories as well as a reputation assessment based on news media and web coverage. Based on the findings, we felt that the next strategic move would be to give the people in Cornwall even more of a voice in shaping the city’s new brand story. We thought the benefits of that approach would be considerable: we would shift perceptions about Cornwall, earn the residents’ trust in the work, make it real and foster buy in to the process and its outcomes.

In close collaboration with the team, we came up with the It’s My Cornwall contest. With great local media support, and direct, on-the-ground engagement, for instance through a day at the mall to solicit on-the-spot video and audio submissions, we got more than 130 entries in 19 days. Then we short-listed the 20 best entries, and promoted voting: 5,071 votes were cast.

The energy and enthusiam generated was palpable. We even got CTV Ottawa coverage for this initiative. All that bodes well for the next steps in rebranding and marketing Cornwall.