Name change for heritage centre

  • May. 22, 2006 5:00 p.m.

By Heather Ramsay–As the buildings at Second Beach transform into their final shapes, so has the name.
The centre will now be called the Haida Heritage Centre at Qay’llnagaay or Haida Heritage Centre for short, says John Murray of Meadfield Consulting, the marketing firm tasked with introducing the centre to the world.
He said concerns about saying and spelling the name, brought the Qay’llnagaay Heritage Centre management team to this decision. It was also a matter of bringing the word, Haida, front and centre.
“Haida is almost like its own brand on the international market,” he said.
Qay’llnagaay, the Haida word for Sea Lion Town, remains. “It adds an air of authenticity to the name,” he says.
And so the marketing campaign for the Haida Heritage Centre at Qay’llnagaay has been launched.
Mr. Murray says the team is still working on the official visual identity of the centre, including the logo or wordmark. They hope to have this complete by summer. There is still discussion about whether this will be created as an original piece of Haida art.
In the meantime, ads are being placed to create awareness about the centre, but they are trying to target specialized markets.
“You can’t just start blowing a whole tonne of money on advertising,” he said.
So far, the Haida Heritage Centre is being promoted in Frommers, BC Magazine, Canadian Geographic, Northword, Guide to the Queen Charlotte Islands, the Guide to the Yellowhead Highway, and a few more select places.
People who have an interest in cultural tourism and heritage tourism are part of a growing market, but spending advertising dollars in mainstream media like the Vancouver Sun may not zero in on these potential customers. Eighty to 90-percent of the mainstream audience may not be interested in Haida culture, he says.
Canadians are still the main market for the Centre initially, he said, considering the value of the dollar and now the need for passports to travel between the US and Canada. He also said 9/11 is still having an impact on tourism.
His firm is also working to initiate contact with tour operators in Canada and internationally, to encourage them to extend or develop new itineraries in BC.
“In order to bring in groups for 2007, we need to start talking to them now,” he says.
Mr. Murray says a press release is being prepared to interest international media, especially those who have written stories about the islands before.
Included in the media blitz is a brochure about Qay’llnagaay, which will be available at the Vancouver Art Gallery throughout the summer. Mr. Murray said the society wanted to tap into the ready market of people looking at the Haida exhibition, Raven Travelling: Two Centuries of Haida Art.
Qay Centre CEO Robert Dudoward said members of the Vancouver-based marketing team were recently on island and had the chance to meet with the exhibit design team and the architect who were also on island.
He said the website is now live and can be viewed at

Just Posted

Houston homicide suspect remanded in custody

A Houston man accused of the second degree murder of Elija Dumont… Continue reading

Council briefs: The Village of Queen Charlotte

More money for village in third-quarter, new equitable gift giving policy

William Griffin arrested in Houston homicide

RCMP have now arrested William Griffin, the man wanted in connection to… Continue reading

Family of Terrace man killed in hit-and-run plead for tips, one year later

Cameron Kerr’s family says the driver and passengers tried to cover their tracks

B.C. politicians view supermodel’s transition journey on Transgender Day

Liberal MLA Jane Thornthwaite and New Democrat MLA Spencer Chandra Herbert appear in the documentary

John Mann, singer and songwriter of group Spirit of the West dead at 57

Mann died peacefully in Vancouver on Wednesday from early onset Alzheimer’s

Teacher tells B.C. Supreme Court that student was ‘happy’ to watch smudging ceremony in classroom

Case being heard in Nanaimo over indigenous cultural practice in Port Alberni classroom

VIDEO: B.C. high school’s turf closed indefinitely as plastic blades pollute waterway

Greater Victoria resident stumbles on plastic contamination from Oak Bay High

B.C. mayor urges premier to tweak road speeds in an ‘epidemic of road crash fatalities’

Haynes cites ICBC and provincial documents in letter to John Horgan

South Cariboo Driver hits four cows due to fog

The RCMP’s investigation is ongoing

B.C. won’t appeal decision protecting ICBC court experts

Change to evidence rules next to save money, David Eby says

1898 Yukon gold rush photo featuring Greta Thunberg look-alike sends internet into tailspin

Jokes erupted this week after a 120-year-old photo taken by Eric A. Hegg surfaced from archives

BC Ferries’ two new hybrid vessels set sail for B.C. from Romania

Two Island Class ferries to be in use by 2020

Most Read