GVRD rebranded as Metro Vancouver
New name will increase profile of region nationally and internationally, say staff
Last Updated: Friday, August 3, 2007 | 9:47 AM PT
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What's in a name? Perhaps more influence on the federal and international stage.
That's the thinking behind the decision to rebrand the GVRD as "Metro Vancouver."
'By adopting that name people will understand this is Metro Vancouver, the third largest city in Canada.'—Johnny Carline, CAO of the GVRD
Johnny Carline, the chief administrative officer of the Greater Vancouver Regional District, said the new name could make it easier for the region to be heard in Ottawa.
"People outside B.C. don't know what any regional district is, let alone Greater Vancouver, and if they do, they think of it as a rural area. Which is what we're not," said Carline Friday morning.
The name will be especially helpful when the region seeks funds or policy changes, Carline said.
"We're the third largest metropolitan area in Canada. Metro is a term known and used internationally. By adopting that name people will understand this is Metro Vancouver, the third largest city in Canada," said Carline.
As for costs, Carline said they will be minimal. The region will have to replace business cards, stationery, modular decals on its vehicles and various road signs.
The name will officially come into effect in September at the Union of B.C. Municipalities annual convention.
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