MANITOULIN––Colouring books were invented in the late 1800s, during which time art education was accredited to enhancing cognitive abilities and improving conceptual skills in children, as well as their spiritual edification.
Today they have evolved into a form of therapy for adults and thanks to Whytes, colouring books have now crossed into the realm of destination marketing.
The Manitoulin Colouring Book was a concept that Jack and Dylon Whyte developed over a decade ago. The father and son duo were exploring the idea of marketing the Island’s natural and experiential assets using an approach that was different from any other promotional product.
Although it wasn’t published and printed until several years later, its proof of concept was established in 2016 when completion of the first book was backed by over 35 Island businesses.
“We immediately received positive feedback and suggestions from our sponsors, including the idea of custom colouring pages in next year’s book,” said Ashley Whyte, owner of ‘Whytes,’ a local art and publishing service. “At the time we hadn’t even thought about the next release, but we loved the idea and so ran with it.”
“We evolved the original concept by reducing the number of regular ads and incorporating new elements like custom pages,” explained Dylon Whyte. “Now you can slip into the experience of a business without feeling like you’re being advertised to. In a way, we’ve created a neat flagship for the region by refining the promotion of it and focusing on the enjoyment it has to offer.”
Ms. Whyte added, “We’ve managed to create a form of marketing that audiences are excited about and actually want to engage with.”
The 2017 Manitoulin Colouring Book was supported by 25 local businesses, eight of which are featured on full pages in a unique drawing style created by Ms. Whyte. The Island’s seasonal ambassador, the MS Chi-Cheemaun, is highlighted in the centrefold as a double page spread that is sure to delight colouring enthusiasts.
The main images for the book were illustrated by Dylon Whyte, who also developed his own unique style while drawing inspiration from his father’s artwork and experiences on Manitoulin over the past 50 years.
“I’d like to thank my Dad for mentoring me through the process,” stated. Mr. Whyte, “It was also a treat to collaborate with my wife on this project and make it our own. Despite the personal challenges involved, we persevered and couldn’t be more proud of our accomplishments.”
Ms. Whyte pointed out that feedback from the first book was crucial to the overall improvement of the product from one year to the next. “The end-user is who the product is made for, without their input we couldn’t possibly know if we are doing things right. Their critique allowed us to decide that we should use heavier paper, as it turns out a lot of people like colouring with ink pens. The new book has been printed on 100lb Supreme Matt text and provides vibrant results with all types of pens, pencils and markers.”
In addition to publishing and distributing books, social media is included on the line up of promotional activity that Whytes provides for Manitoulin and sponsors of the colouring book. “Our goal with each project is to build awareness of Manitoulin,” said Ms. Whyte. “We feel that everyone in the country should know about us. We are the world’s largest freshwater island and home to one of Canada’s largest First Nation communities. This year we’ve been using the slogan, ‘You can’t call yourself Canadian if you don’t know about Manitoulin’ to promote national awareness of the Island, especially during Canada’s 150th anniversary.”
Ms. Whyte went on to explain some of the thinking behind their approach to marketing. “My husband and I were previously part of different organizations and groups who shared a common interest in homogenized branding for the Island, despite their separate approaches to it. At the time, we couldn’t understand how to gather the Island into one identifiable package. A few years later we completed the first colouring book and after a rush of positive feedback, we knew we were headed in the right direction.”
Ms. Whyte continued, “Although we’ve done our best to be inclusive with each colouring book, it’s important to note that it’s impossible to encompass the whole island in a single publication. However, we did increase the number of pages from 24 to 36 to create a more dynamic perspective of the Island. The Manitoulin Colouring Book is meant to evoke the feeling of Manitoulin and the experiences that any local or visitor may find here. In that way, it succeeds at creating a homogeneous sense of familiarity with all of Manitoulin, even if every aspect can’t be included.”
During the summer months each sponsor from the 2017 colouring book will receive a visit from Whytes to create promotional materials that will be shared online to help boost awareness of Manitoulin.
“We’re going to feature each sponsor on our social media networks,” explained Ms. Whyte. “We plan to interview them and capture the essence of their operations and what they have to offer. We want to present information that is genuine, engaging and worth the time of the viewer as opposed to the conventional idea of ‘this is a place to spend money.’ What we’re aiming to achieve is a form of ‘edutainment’.”
“We are also encouraging everyone to post their coloured in pages on Facebook and Instagram and tag them with #ManitoulinLove. If you have a story about a favourite place or adventure on the Island make sure you include that too. Then we can repost your finished pictures to our own pages.”
When asked what future plans there might be for the Manitoulin Colouring Book, Ms. Whyte replied, “Interests change all the time and despite our success with two colouring books, we know we must continue to evolve what we are doing. The most valuable part of what we have created is its adaptability. For example, I can imagine working with each region of Manitoulin to create an interactive book that is specific to their culture, community and history. In the end it really comes down to one question-how do you adapt what you are doing today to best suit the focus and needs of tomorrow?”
The Manitoulin Colouring Book is now officially available at over 20 locations across Manitoulin and at off-Island distributors. For a list of retailers, or for more information, please visit www.whytesonline.com or call Ashley Whyte at 705-282-1374.
