Contest to complete ‘city by the sea…’

Branding White Rock

Now that the City of White Rock has a brand, officials are asking citizens to add their own personal touch to it.

A contest running through July 15 invites residents of all ages to complete the phrase “My/Our City by the Sea…”

The phrase was endorsed as the city’s brand at the May 30 council meeting, where it was described by city manager Peggy Clark as an inclusive slogan that can be tailored for any group, individual or initiative. At the time, Clark recommended citizens be given the opportunity to weigh in on what they think best completes the phrase.

Suggestions are being collected “to get an idea what White Rock means to different individuals,” Clark said this week.

“What it means to a little kid versus someone my age. We want everyone to feel part of My City by the Sea, or Our City by the Sea.”

As the brand is rolled out, various submissions will be used to show those sentiments, she said.

Submissions are being accepted in four categories – preschool and elementary, high school, adult and senior – and the phrases may be used in future city publications and promotional material.

One winner drawn at random from each category will receive a $50 White Rock Leisure Services gift certificate.

Clark noted the contest is not doubling up on details being addressed on contract by ThornleyHayne.

In approving the brand last month, council authorized the company be paid up to $5,000 from the city’s economic reserve to finalize its details. Those details include font and colours, as well as if the brand will be worked in with such elements as the wave that currently appears on city publications, Clark said.

She expects the brand will be rolled out in September, but noted the new slogan will be phased in as stocks of such things as business cards and letterhead are used up.

Contest submissions may be emailed to, or dropped off at any city facility.


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