Two years ago, the Mining Association of British Columbia (MABC) approached Red Rocket Creative Strategies with an important challenge: help the general public understand mining’s enormous value to the province. Out of this mandate, Red Rocket and MABC teamed up to develop the I Heart Mining campaign for BC Mining Week 2011.
Since that first campaign, the I Heart Mining message has proved instrumental for promoting mining in BC. In 2013, the MABC asked Red Rocket to help take this message directly to mining communities for BC Mining Week. The objective was to get the communities more involved in Mining Week and give them the opportunity to personalize their I Heart Mining message.
Red Rocket developed a flexible branding strategy, including extended tag lines and iconography, that allowed each community to anchor their main Mining Week events around their own identity. It also helped them create sub-messages for each specific event. For example: “I Heart Mining—in Prince George,” could be expanded to “I Heart Mining in Prince George—it Supports My School.”
In support of BC Mining Week 2013, Red Rocket designed a new heart graphic that was comprised of the names of key BC mining communities within a heart shape. The graphic became part of bus shelter ads, a new web page, postcards and bookmarks that Red Rocket designed and produced.