Tourism Prince George has a new look for the first time in a decade. Branding the city as the "Basecamp to the north", the new look conveys an optimistic yet cautious eye to the future with a focus on outdoor activity, 'stay-cations', and other creative ways to support local businesses during the ongoing pandemic.

An example of the rebranding campaign advertising Prince George as the 'Basecamp to the North'. Image courtesy of Tourism Prince George.

Annie Doran, marketing and brand manager at Tourism PG, says the unveiling was delayed due to COVID-19 but that the message is as relevant as ever. In an interview with CFUR, she stressed the need to respect individual and community comfort levels, follow provincial health guidelines and assess risk on a day to day basis.