This was one of my favorite assignments in the DRM program. It involved myself and a group of peers developing an IMC plan for the Whistler Alpine Guides Bureau (WAGB) concerning their Via Ferrata product on Whistler Mountain. I enjoyed the creative process involved with developing marketing materials. In this case we suggested a total re-branding of the product to make it more identifiable from the plethora of other ‘hard-core’ products WAGB has to offer. We presented our IMC plan to the co-owner of WAGB at the end of the term which added a more real life aspect to the assignment.
This assignment required my partners and I to carry a certain level of professionalism as we were representing Capilano University in our dealings with WAGB. I enjoyed the challenge and the real world aspect of this assignment. It has certainly developed my skills in the development of a marketing campaign.