Invest Surrey 2024 Investment Attraction Brochure
Purpose of the Project
The goal of this project was to create an investment attraction brochure that aligns with our newly refreshed Invest Surrey brand. We aimed to rethink how we present Surrey’s value proposition, focusing on unique insights and leveraging Canadian advantages more explicitly. The purpose was to develop a stylized document, that can be easily distributed in both print and digital formats. This brochure is intended to educate potential investors about Surrey and assist our Foreign Direct Investment (FDI) advocates in attracting transformative investments to British Columbia.
To ensure broad accessibility, the documents were designed for easy translation, resulting in eight versions in different languages targeting specific markets: French, Korean, Vietnamese, Punjabi, Tagalog, Simplified Chinese, Traditional Chinese, and Spanish.
Effectiveness
The launch of the new investment attraction brochure was first introduced during an international trade and discovery mission in the Spring of 2024. The brochure played a crucial role in quickly educating key stakeholders about Surrey’s geographic location and its significance as both a major population hub and an attractive investment destination.
The positive reception ensured the brochure’s continued use at future FDI missions and trade shows, and in our investment packages for prospective investors. It has been added to Invest in Canada’s Infozone portal, complete with all translations, for distribution to global FDI advocates and Canadian delegates abroad. Additionally, it is available on our website in all translated languages, broadening its accessibility and reach.
The brochure’s impact extends beyond immediate distribution. The new digital assets and content created for the brochure will be repurposed to enhance our website, feature in future social media posts, and be expanded into long-form articles, ensuring sustained visibility and engagement.
Challenges
A common observation in our outreach efforts, was that foreign investors often lacked an accurate understanding of Canada’s geography, particularly for British Columbia and Surrey more specifically. Our brochure aimed to showcase Surrey’s lifestyle and economic context within the province, establishing its identity as a regional investment hub while building international recognition.
Another obstacle was identifying and articulating meaningful insights and competitive advantages that were truly unique to Surrey. We had to carefully consider the language and definitions used in our statements, ensuring the accuracy of the data provided. This often meant adjusting our insights after conducting further research to refine our value propositions.
Target Audience (demographics)
The brochure itself was designed to be used by trade commissioners and other international delegates that drive investment attraction opportunities to Canda. However, the visualizations and graphics are being repurposed for various social media campaigns and in articles that reach a broader audience consisting of business executives and general population.
Sustainability
We challenged ourselves to rethink how we present Surrey to the world, moving away from traditional investment attraction materials focused on demographics and sector profiles. Instead, we concentrated on fewer but more meaningful and memorable content unique to Surrey. Insights like these are unlikely to change over time and extend the longevity of our materials.
