BritanniaMineMuseum.ca
LinkinBio @BritanniaMineMuseum
Iconic. Immersive. Unforgettable.
Discover the Extraordinary!
2026 Marketing Plan & Rollout Guide
Transition Strategy from 50th Anniversary Campaign
2026/27 Strategic Sales and Marketing Plan
(high level overview)
Prepared by Jennifer Gibson
Team Note: Regarding our Recommended 2026 Marketing Plan
This document outlines our strategic sales and integrated (traditional OOD and Print + digital) marketing approach for 2026, built on:
  • Timeless tagline: "Iconic. Immersive. Unforgettable."
  • 2026 campaign tagline: "Discover the Extraordinary"
  • Summer exhibit: "name to be confirmed" (inclusion of exhibit is optional, though highly recommended - BUT NOT required for plan activation)

!! Please view this as a starting point for collaborative, cross-departmental input rather than a finalized directive. This framework serves as a primary guiding document that the marketing team employs to begin future planning.
We kindly request the leadership circle's input to refine this framework together for a unified launch by January/February 2026.
Thanks!
Jennifer
(on behalf of the Sales and Marketing team)

1

Our Tagline Strategy
Evergreen Foundation: "Iconic. Immersive. Unforgettable."
Our timeless brand tagline that captures what makes BMM special: our National Historic Site status, world-class experiences, and lasting visitor memories.
2026 Campaign Tagline: "Discover the Extraordinary"
This year's tagline connects with our summer exhibit while inviting visitors to explore
(official name to be determined in Dec '05-for example "Driven to Discover" or "Mining Marvels" are among the suggestions)
In 2026, brands will leverage AI for enhanced marketing performance, focusing on personalized, community-centric strategies that prioritize authenticity and trust. Key trends include a resurgence in email marketing, increased investments in account-based marketing, and the growth of podcast and social platform advertising. Search Engine Journal
"We marketers aim to balance owned media with paid channels while ensuring data privacy and ethical practices to foster meaningful customer connections."
Why This Works:
  • Stable brand foundation + seasonal flexibility
  • Clear hierarchy: permanent identity supported by timely campaigns
  • Easy to refresh annually without rebuilding brand recognition

2

Visualizing "Iconic. Immersive. Unforgettable."
Our new tagline captures what visitors experience at BMM: the iconic setting, immersive activities, and unforgettable memories.
⛏️"At Britannia Mine Museum, history isn't behind glass - it is under our feet, in our hands, and all around us. Every experience reveals another layer of BC's remarkable story of Innovation, Community, and Renewal." ⛏️

3

Saying Goodbye to "50 Never Looked So Good!"
Our Transition Message:
What an incredible 50th anniversary year! As we move forward, we're excited to share what defines the Britannia Mine Museum experience: Iconic. Immersive. Unforgettable.
Approach:
  • Position the new tagline as a natural evolution
  • Celebrate the success of our anniversary campaign
  • Thank visitors for being part of our journey

4

How Our Messaging Works Together
Foundation
"Iconic. Immersive. Unforgettable."
Invitation
"Discover the Extraordinary"
Experience
Integration of Feature Summer Exhibit and Title*
How They Connect:
  • Foundation: "Iconic. Immersive. Unforgettable." = our permanent brand promise
  • Invitation: "Discover the Extraordinary" = 2026 campaign hook
  • Experience: For example "Driven to Discover" = summer exhibit theme *Official exhibit name TBD
Where to Use Them:
  • Website & main signage: Both taglines together
  • 2026 campaigns: Feature "Discover the Extraordinary"
  • Social media: Rotate based on campaign focus
  • Exhibit materials: All three create a unified story
Why This Approach:
  • Brand stability with campaign flexibility
  • Framework supports future tagline updates
  • No need to rebrand annually

5

Understanding Our Evergreen Tagline:
"Iconic. Immersive. Unforgettable."
This timeless tagline anchors our brand, supported by seasonal campaign taglines like 2026's 'Discover the Extraordinary.'
Iconic
We feature the 103-year-old Mill No. 3 Building (National Historic Site) at Britannia Mine Museum, set against a magnificent mountain backdrop.
Immersive
We offer visitors an immersive underground mine train tour, guiding them through our dark, historical tunnels.
Unforgettable
Families consistently create unforgettable memories at our interactive gold panning exhibit at Britannia Mine Museum.
Scenic Beauty
Our Britannia Mine Museum grounds boast a stunning scenic view of the Howe Sound fjord and surrounding mountains.
The "Iconic. Immersive. Unforgettable." tagline encapsulates the essence of our Britannia Mine Museum experience. Here's a visual journey through what makes our site truly special.

6

Rollout Overview
Timeline: January – March 2026 (Phased Launch)
Our Goal: Transition smoothly from '50 Never Looked So Good!' to our new evergreen tagline 'Iconic. Immersive. Unforgettable.' with 2026 campaign tagline 'Discover the Extraordinary.'
Our Approach:
  • Phase rollout minimizes disruption and costs
  • Start with low-cost digital updates
  • Move to print and signage as budget allows
  • Each phase builds momentum
  • "Where History Comes Alive!"
Our strategic framework and guiding inspiration:
⛏️"At Britannia Mine Museum, history isn't behind glass - it is under our feet, in our hands, and all around us. Every experience reveals another layer of BC's remarkable story of Innovation, Community, and Renewal." ⛏️

7

Phase 1: Internal Alignment & Soft Launch
January 2026 (Weeks 1-4)
Week 1-2: Internal Launch
  • Brief all staff and volunteers
  • Update email signatures
  • Create internal FAQ document
Week 3-4: Digital Soft Launch
  • Social media announcement
  • Update Google Business Profile
  • Begin website updates
Why Start Here:
Gets our team aligned and tests messaging before major investments.

8

Digital Soft Launch Details
Social Media
Announce the new tagline with a behind-the-scenes story about why we chose it.
Sample: "After an incredible 50th year, we're excited to share what defines BMM: Iconic. Immersive. Unforgettable. Come Discover the Extraordinary with us in 2026."
Google Business Profile
Update our description to feature both taglines.
Website Prep
Begin backend updates for full launch in February.
Why We Start Here: Digital channels offer immediate, low-cost opportunities for us to test audience response before committing to print and signage investments.

9

Ongoing Social Media Features
Maintaining Our Regular Content Series
Our established weekly and monthly social features continue alongside the tagline rollout, reinforcing our brand themes.
NOTE: To be updated to reflect ongoing features and new for 2026 features!
Weekly Features:
  • Mineral Monday - 2026 Theme "MineCraft" showcasing on theme specimens from our collection
  • Throwback Thursday - Historical photos and stories
  • Feature Friday - Highlighting visitor experiences and staff
Monthly Themes:
  • Behind-the-Scenes content
  • Curator's Feature "What's That Thing?" - Expert insights
  • Community Spotlight - Local connections
  • What's On at Britannia Mine Museum? - Events and Exhibit Updates
How They Support Our Taglines:
These regular features naturally embody "Iconic. Immersive. Unforgettable." by:
Showcasing our historic collection (Iconic)
Sharing immersive stories and experiences (Immersive)
Creating memorable, shareable moments (Unforgettable)
Integration: We will weave "Discover the Extraordinary" into captions when featuring unique specimens, rare photos, or special stories.

10

Phase 2: Full Digital Integration
February 2026
  • Website Homepage: Update hero banner with new tagline and visuals featuring both "Iconic. Immersive. Unforgettable." and "Discover the Extraordinary."
  • Email Marketing: Refresh templates with new tagline in headers/footers.
  • Online Ads: Update Google Ads and social campaigns with new messaging.
  • Booking Platforms: Update descriptions on all third-party sites (Viator, TripAdvisor, etc.).
Why This Phase: This phase ensures our full digital presence has consistency across all visitor touchpoints before they arrive. Our SEO and Ai improvements will begin building momentum that will carry through our peak season.

11

Phase 3: Print & Collateral Refresh
February – March 2026
Priority Print Materials:
  1. Visitor maps/brochures - reprints with new tagline (not essential)
  1. Business cards - update as needed
  1. Rack cards for tourism centres - update as needed
  1. Event posters and promotional materials - essential
Approach:
Update materials as we run out of existing stock to minimize waste.

12

Phase 4: On-Site Signage
March – April 2026 (weather-dependent)
Main Entrance Sign
Feature both Iconic. Immersive. Unforgettable and Discover the Extraordinary (recommended for new highway banner signage)
Interior Wayfinding
Update directional signage as needed.
Photo Opportunity Signage
Add tagline and markers to popular photo spots - highly recommended
Exhibit Signage
Integrate messaging into new displays.
Why This Phase Last: Our on-site changes are the most expensive and permanent. By this point, our tagline will be proven, our staff will be trained, and our visitors will already be seeing it digitally before arrival.

13

Phase 5: Partnership & Tourism Integration
Ongoing: March 2026+
Tourism Partners
Provide updated taglines and assets to Destination BC, Tourism Squamish, and other partners and influencers.
Media Kit
Update press materials with new messaging.
Partnership Materials
Refresh co-branded materials as they're reprinted.
Why Ongoing: Partnerships and third-party channels take time to update. By starting these conversations early, we will ensure alignment by peak season (summer 2026) when visitor numbers are highest.

14

Phase 6: Summer Exhibit Integration*
May – September 2026
Summer Exhibit (Name TBD)
Our summer exhibit naturally extends the 2026 "Discover the Extraordinary" campaign, creating a unified discovery theme throughout the season.
How They Work Together:
  • Universal tagline: "Iconic. Immersive. Unforgettable."
  • 2026 awareness campaign and call to action: "Discover the Extraordinary"
  • Summer exhibit: Final name to be determined
All three reinforce exploration and discovery.

*Note: The exhibit enhances our campaign but isn't required—our tagline rollout works independently.

15

Measuring Success
We'll Track:
Review Schedule:
  • Monthly check-ins: January - March
  • Quarterly reviews: April onwards
  • Adjust messaging based on what resonates

16

Budget Considerations
Low-Cost / No-Cost
  • Social media updates
  • Email signatures
  • Website text updates
  • Google Business Profile
  • Technology (Martech Stack improvements to match industry best practices)
Moderate Investment ($2,000-$8,000)
  • Visitor guides/brochures reprint
  • Business cards
  • Rack cards
  • Updated signage
These mid-range costs are already part of our annual messaging update budget.
Higher Investment ($5,000-$15,000)
  • Main entrance signage
  • Large-scale environmental graphics
  • Professional photography
Total Range: $7,000-$23,000
We can phase investments across budget cycles. Since we update messaging annually, most costs are already budgeted.

17

Rollout Checklist
1
January 2026
  • We will brief FOH team/volunteers
  • We will update our email signatures
  • We will create a social media announcement post
  • We will update our social bios
  • We will add our new tagline to the website footer
2
February 2026
  • We will refresh our homepage hero banner
  • We will publish a blog/news article
  • We will send an email newsletter announcement
  • We will update our Google Business Profile
  • We will launch new digital ad campaigns
  • We will order our print materials (brochures, rack cards, business cards)
3
March 2026
  • We will distribute our new print materials to partners
  • We will begin on-site signage updates (Highway Sign Banner, Site Banners, etc.)
  • We will update our gift shop merchandise (proposed not essential)
  • We will update our tourism partner listings
4
April 2026+
  • We will complete our outdoor signage installation
  • We will launch our merchandise in the gift shop (to be determined in collaboration with Retail / Leadership)
  • We will refresh our media kit and pitch to the press
  • We will review KPIs and optimize based on performance
We will use this checklist to track our progress. Our regular team check-ins will ensure accountability and allow for real-time adjustments as our rollout progresses. We will celebrate milestones along the way to maintain momentum and team enthusiasm.

18

Why This Plan Works
Cost-Effective
We prioritize high-impact, low-cost updates first.
Flexible
Each phase can adjust based on budget and timing.
Visitor-Focused
Our messaging reflects what visitors love about BMM.
Future-Ready
This framework supports annual campaign updates without rebranding.
Next Steps
We need leadership feedback to finalize timing and budget allocation.

19

Summary & Next Steps
What We're Proposing:
Permanent tagline: "Iconic. Immersive. Unforgettable."
2026 campaign: "Discover the Extraordinary"
Phased rollout: January – April 2026
Cross-Departmental Budget: $7,000–$23,000 (already in annual planning)
What We Need from You:
Feedback on timing and priorities
Budget approval for phased approach
Green light to begin January rollout
Questions?
Let's discuss how to move forward together.
Thank you!
Jennifer
Sales & Marketing Team

20