Victoria becomes Tectoria and Victorians become Tectorians

Last week hundreds of Victorians gathered at VIAFest at the Strathcona Hotel to find out who are the finalists for the 2011 VIATeC Technology Award. They also got a new moniker – Tectorians.

In a bid to build its brand and tell its story to a broader audience, VIATeC has rebranded the city as Tectoria and those who work in its growing high-tech industry Tectorians.

With a $2 Billion technology sector, VIATeC Executive Director Dan Gunn felt it was type to a change. Andrew Duffy of the Times Colonist interviewed Gunn on the new name.

“For a number of years now tech has been an important part of Victoria’s economy but most of the people who visit here leave unaware that’s the case because the tech economy is largely hidden to them … we don’t brand, promote or sell it to them,” said Gunn. “So we have decided with our members to create a promotional strategy to target the city’s entry points so as people visit here they leave not only loving our city but knowing there is an opportunity for them to invest and work here.”

Check out the complete list of the 2011 VIATeC Technology Award finalists here.