Flavours of the World
Client: OLG Slots at Woodbine Racetrack
Date: 2006
Objective: To create an identity for a VIP exclusive event, “Flavours of the World”, and design a complete communications package which included a direct mail invitation, event passes and vouchers. Another objective was to plan, coordinate and setup event decorations to support the theme.
Target Audience: Members of the Winner’s Circle rewards program, ages 25 to 60.
Concept: The logo represents the complete experience of gaming, dining and horse racing while the prevalent theme of international travel is maintained by using travel documents as the inspiration for the communications package. The multicultural theme is further emphasized through event signage and decoration.
Challenges: It was important to maintain the look of travel documents with all the required information for each piece in the communications package. The event dinner included dishes from various places around the world but the menu was not yet confirmed or available during design so instead of using images of food, postage stamp designs were created to represent different regions.
Overview: After thorough consideration, the name “Flavours of the World” was chosen for the event. It was important to convey the excitement and experience the event had to offer, not only in the logo but in the supporting elements as well. Invitations were designed to resemble passports, access passes as boarding passes and drink tickets as mini postcards. The artwork on these pieces helped authenticate the event and give the audience a sense of being a world traveller. Once the build up to the event was established, additional event and directional signage were produced. Finally, it was crucial to maintain the design theme throughout the event decorations required for two separate venues.
Outcome: Reservations were fully booked every Thursday and Friday night during the event’s four week duration. Feedback was extremely positive and plans are currently in the works to run the event again in 2009.
