Sector:
Tourism & Government
We Delivered:
IP review and valuation, campaign creative, stakeholder engagement, differentiation and positioning, IP protection, trade marking advice, brand strategy, brand narrative, visual narrative, behavioural narrative, brand identity, livery, web UX, brand guidelines, photography direction, photo manipulation, signage, video presentation.
When regional tourism branding travels far beyond
a tourism narrative
Regional tourism branding in the vastness of the Australian landscape is always an interesting challenge. Start with a very diverse region, only slightly smaller than Switzerland, throw in intense competition, oh... and a pandemic. Then it really becomes interesting.
From rainforests to red-earth plains, solar farms and LNG to chick peas, melons and cotton, there is no simple way to summarise the landscapes and experiences of the Western Downs.
Historical sites, famous artists, mega-fauna (and flora) fossils, festivals, food and fun. All are to be discovered and enjoyed in this amazing region.
And as you traverse these lands, you will find that though sparsely populated, they are full of people who make things. They make produce and poetry, art and artisanship, industry and innovation, energy and experiences.
They are the locals and larrikins, the farmers and business folk, the hosts and helpers you meet along the way.
They are people that make things, including your memories.
The 2008 amalgamation of five small town and shire regions (Dalby, Chinchilla, Murilla, Tara and Wambo) and part of a 6th (Taroom), brought together 65 localities and 15 towns under one banner. Western Downs Regional Council was born.
Twelve years on many locals still identified with their own town or locality more than the regional identity. The new campaign brand was designed to tap into the sense of local pride, and encourage staycations.
A successful tourism and economic development brand needed to unite all WD residents and turn them into ambassadors. Driving economic development (and post-Covid recovery) is a core element of the campaign. It creates economic ambassadors of the residents and will be utilised across a range of economic development assets and initiatives.
