Brand Tone

Educational & Informative, Awe-Inspiring & Wondrous, Friendly & Engaging, Professional & Knowledgeable, Passionate

Brand Values

• •Education & Discovery
• •Passion for Astronomy
• •Preservation (Dark Skies)
• •Guest Experience & Inclusivity
• •Sustainability & Community
• •Authenticity & Storytelling

Best Practices

• •Prioritize Wonder and Education: Ensure that most copy aims to both inspire awe and provide interesting, accessible information about astronomy and the unique Jasper Dark Sky Preserve.
• •Emphasize Expert Guidance with a Human Touch: Highlight the knowledge and passion of the guides, portraying them as friendly, approachable storytellers who make complex topics understandable and exciting.
• •Incorporate Inclusivity and Local Heritage: When relevant, mention the inclusion of local Indigenous constellations and stories, reflecting a respect for diverse perspectives and the heritage of the area.
• •Maintain a Positive and Reassuring Stance: Especially when addressing potential concerns like weather, use a confident and reassuring tone, highlighting solutions like the "weather-proof" experiences and rain-check policy.
• •Use Vivid and Evocative Language: Employ descriptive words that paint a picture of the beauty of the night sky and the experience of discovery, inviting the audience to imagine themselves there.

Social Perception

Valued Educational Attraction, Knowledgeable and Engaging Staff, A "Must-Do" in Jasper for Many, Family-Friendly, Unique Experience in a Dark Sky Preserve, Good Customer Service, Slightly Pricey for Some

Copy Examples

• •Instagram Post (Image: Stunning photo of the Milky Way over Jasper's mountains): Lose yourself in the infinite. ✨ Here in Jasper, the world's largest accessible Dark Sky Preserve, the universe unveils its masterpieces nightly. Join our knowledgeable guides as we journey from local First Nations constellations to the very edge of the cosmos. What celestial wonders are you dreaming of seeing? #JasperPlanetarium #DarkSkyPreserve #MilkyWay #AstroTourism #ExploreJasper
• •Facebook Ad (Targeting: Families visiting Jasper): Spark a universe of curiosity in your little explorers! 🚀 Our Planetarium Dome Theatre offers a captivating journey through the stars, perfect for all ages. Learn about planets, galaxies, and the stories woven into our night sky by Indigenous cultures. Weather-proof fun and learning guaranteed! Book your family's cosmic adventure today! [Link] #JasperFamilyFun #EducationalTourism #Stargazing #JasperNationalPark #KidsInJasper
• •Website Homepage Banner Text: Discover the Universe from Jasper. Journey through galaxies in our immersive dome theatre and gaze upon real-time celestial wonders with the Rockies' most powerful telescopes. Our expert guides bring the cosmos to life, rain or shine. An unforgettable experience awaits in the heart of the Dark Sky Preserve.
• •Tweet: Did you know the Northern Lights dance in Jasper more often than you think? 🌌 While we can't schedule the Aurora, our guides can tell you all about this incredible phenomenon and even show you how to photograph it! Come explore with us! #AuroraBorealis #JasperPlanetarium #SpaceFacts #DarkSky
• •Email Newsletter Snippet (Promoting a special event/Dark Sky Festival): Step into the Story of the Stars. This [Month/Event Name], join us for an enhanced celestial experience at Jasper Planetarium. Our passionate astronomers will guide you through [specifics of event], sharing insights and connecting you to the ancient wisdom of the skies. It's more than stargazing; it's an encounter with the cosmos. Limited spots available – book your journey! [Link]