Guaranteed Rugged is guaranteed to be visible.
The award-winning, controversial brand currently appears on the District of Lillooet’s and Lillooet Chamber of Commerce’s stationery and websites, entrance signage on three local highways, as advertising on the side of the Community Link bus and on 12 street banners recently installed in downtown Lillooet. Guaranteed Rugged is also prominently featured on a new entrance sign at the site of the former ‘can-can girls’ sign on Station Hill.
Economic Development officer Jerry Sucharyna said the distinctive orange and brown “claw mark” banners will eventually be installed from the downtown core to the Old Mill Plaza in an attempt to extend traffic patterns from the Main Street core to the mall. “We would like to see traffic go all the way to the end of town,” Sucharyna told the News. “We think the banners can help do that and will help tie the business communities together.”
He added that more banners would be installed in other locations. “We’re working with BC Hydro and Telus to make that happen, but we still need to do some work in terms of permission,” said Sucharyna. “We will continue to tap into funding to make that happen and beautify our community.”
To that end, the District ordered 100 of the new ‘Guaranteed Rugged” banners at a total cost, including taxes, of $9,999.36. Sucharyna said half of that cost was paid by a grant from the Community Tourism Foundation.
“If you look closely at all of the banners, you will see Vancouver Coast and Mountains Tourism Association, Cariboo-Chilcotin-Coast Tourism Association and Super Natural BC branding on the banners,” said Sucharyna. He said having that branding on the banners was a condition of receiving the grant funding.
Additional funding from the Community Tourism Foundation paid half the cost of the new billboard on Station Hill. The total cost of the Station Hill signage, including taxes and installation, was $6,095.20.
Guaranteed Rugged graphics will also be featured on all the vehicles in the municipal fleet.