'Welcome to Bowen Island don't forget to leave'

"Tell your friends it's awful here."

That's one of a number of slogans included in Bowen Island's new brand campaign, approved by the municipality last week.

Chris Staples of Rethink, the Vancouver-based company behind the campaign, says his agency got on board pro bono after nearly two years of research and consultation by the island'sMunicipal Economic Development Committee.

"Bowen is this amazing secret," said Staples, who lives on the island.

"The campaign is almost like residents speaking to outsiders here, saying we'd love to share it, but know that it's special."

But the advertisments aren't sitting well with some residents, who aren't sure it's the best way to represent the island. Someare calling it 'mean-spirited' on Facebook and online forums.

"My main thought is I don't think this represents Bowen Island,"said Tina Overbury, who has lived on the island for sevenyears.

"We're spirited, passionate, opinionated ... we're a very welcoming community."

Staples said he and his agency were fully aware that the branding would not sit well with everyone.

"We knew that it would be controversial,"he said. "Everything onBoweniscontroversial, you never get 100 percent agreement on anything."

Staples added that the slogans aren't going to be rolled out on large billboards, but in more subtle forms such as on t-shirts, bumper stickers, and posters.

'Extensive research'

The project is the result of nearly two years of work by a volunteer-run committee,and was based on what the municipality calls "extensive research" with residents and visitors.

"The last thing anyone wanted was a traditional marketing campaign," said committee chair Gordon Ganong, in a statement.

"It was clear from our research that visitors and residents all think Bowen is a very special place, mixing community with nature in a unique way."

Staples said the agencywill continue developing different aspects of the brand in the upcoming months.

With files from CBC's The Early Edition