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

Home care transition could exacerbate worker shortage: Seniors advocate

Advocate fears impact of eight-hour shift model on an industry under stress

Volunteers needed for Pat Bay beach clean-up

Clean up this Saturday, April 27, from 9:30 a.m. until 12:30 p.m.

United Way to recognize outstanding community members

The annual Spirit Awards celebration will feature 13 award recipients

How worried should we be about the bees?

One bee species hasn’t been seen since 1990

Downtown Victoria Shoppers Drug Mart to take over previous Chapters location

The drug store is moving next door to take on a two-storey expansion

WATCH: Police call Happy Valley shooting an ‘isolated and targeted’ incident

One person in custody, another fled following crash on Kelly Road

Wanted by Crime Stoppers

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

POLL: Do you think the Notre Dame Cathedral in Paris should be rebuilt?

Images of one of the word’s most iconic landmarks were seared into… Continue reading

Experts butt heads in court, hunter loses case for return of ram

Despite expert testimony, judgement says ram probably underage

‘B.C. cannot wait for action’: Top doctor urges province to decriminalize illicit drugs

Dr. Bonnie Henry says current approach in ‘war on drugs’ has criminalized and stigmatized drug users

Murder on B.C. property didn’t need to be disclosed before sale, court rules

Buyer had tried to break contract after learning a man with ties to crime had been murdered there

B.C. man turned to dating site for pimp operation, court hears

In court the details of how Simon Rypiak lured 4 women into prostitution revealed

Tofino beckons Trudeau for quiet Easter vacation

Environmental group hopes latest Pacific Rim vacation inspires change in prime minister

Should B.C. parents receive money if they make sure their kids are vaccinated?

New survey looks at public opinion around government’s role in forcing immunizations

Most Read