branding

Administration is looking for a decision from Fort Frances council on a new tagline.

The town has worked for almost two years on replacing “Boundless.”

That tagline was created by a marketing firm more than a decade ago, but drew a poor reception from the public.

Five new ones, created with public input, were presented to Council last month.

They include Where Sunset Country Begins, Hooked on Rainy Lake, Canada Plays Here, Our Northern Light, and Catch the Moment.

Council was presented with the options at a meeting last month, but some councillors were not sold on any of them.

In a report, administration offers Council the ability to defer a decision or scrap the process in its entirety.

It also suggests the town could again hire a marketing firm or simply go without a tagline.

The report does note that many communities across Canada do not have a tagline, but does not recommend that Fort Frances do the same.

“There are benefits to having a tagline, most notably that it can help position future branding,” the report reads.

“Without a tagline, there is nothing to anchor the future branding to or to build future branding around.”

Administration also addresses the time taken for the process.

It says the town used in-house expertise in public relations and branding to keep costs to a minimum.

It does estimate that close to $500 was spent on surveys and other community engagement efforts.

The town spent $50,000 on the Boundless brand.

The issue comes to Council on Monday.