Envision Saint John Launches New Anthem for the Region
“Down by the Bay”
Today Envision Saint John: The Regional Growth Agency launched their new regional marketing campaign demonstrating the power of acting as one. The agency’s version of the popular favourite “Down by the Bay” showcases the urban beauty of Saint John – the only city on the world-famous Bay of Fundy – and the amazing towns surrounding it.
“Our value proposition to attract people to the region has never been stronger,” says Paulette Hicks, CEO of Envision Saint John. “We are leaning into the natural setting we own, including claiming the Bay of Fundy and all of the rivers around us. It’s the knitting together of urban and nature that only our region can own.”
Envision Saint John engaged local band Tomato Tomato to reimagine the popular classic “Down by the Bay” to promote the region in an innovative way to break-thru.
“We were very deliberate in how we developed this new anthem for the region,” says Hicks. “Every destination is competing on wide opens spaces, so by showcasing our six municipalities with thoughtful, authentic lyrics and footage we have developed an ownable, memorable song to invite not only visitors but friends and family back to the region.”
While the new campaign song and accompanying music video will be the focus of the agency’s destination marketing campaign this season, it is designed to be a platform for growth across all the attraction pillars Envision Saint John has within their mandate.
“We have the unique opportunity to reinforce the profile that the Province of New Brunswick has achieved through its exemplary management of the COVID-19 pandemic led by Premier Higgs,” says Hicks. “Our right-size city and nearby towns offer a quality of life that is the envy of much of the country.”
The agency has released both a full-length music video and a 30-second version:
Full version: https://youtu.be/JS_sev8kq9U
30 second: https://youtu.be/adV0jR8Q6Xw
To learn more, visit: https://www.discoversaintjohn.com/down-by-the-bay
About Envision Saint John: The Regional Growth Agency
Envision Saint John: The Regional Growth Agency, is driving an innovative, regional approach to growth with a single mandate, mission, board and budget.
The region includes the City of Saint John, Town of Quispamsis, Town of Rothesay, Town of Hampton, Town of Grand Bay-Westfield and the Village of St. Martins.
The agency is focused on attracting people, visitors, business and investment.