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Regional Tourism Branding                               Concept Paper                                   Prepared by Jackie...
The Scope                    Bullsbrook, Muchea,                    Gingin, Bindoon,                    Wannamal, New Norc...
The problem:              Our tourism activities are disparate and poorly funded.              We don’t have a brand which...
Where the bloody hell are we?Tuesday, 12 April 2011
Forgotten at the end of the paper.        That’s where! (Page 39)Tuesday, 12 April 2011
Without a region:              We are aligned to existing regions which aren’t a perfect fit              and so our demand...
Are we limiting our reach?              A great initiative - but              maybe limiting. How does              it inc...
Solution:              We create a new regional brand which together we all align              behind and pitch to WATC an...
Proposed Brand:              Play on our greatest strengths - VALLEYS, VIEWS, HILLS,              RIVERS, CREEKS, NATURE, ...
Northern ValleysTuesday, 12 April 2011
Northern Valleys                         “Come to the Northern Valleys for the day”                         “Take a drive ...
Benefits:              Potential funding - WATC to create Northern Valleys Regional              Tourism Board - fund and s...
Next Steps:              Conceptual agreement by all shires              Present to WATC for endorsement and establishment...
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Northern Valleys Regional Branding Paper

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Concept paper to gather support for new regional branding.

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Transcript of "Northern Valleys Regional Branding Paper"

  1. 1. Regional Tourism Branding Concept Paper Prepared by Jackie Shervington April 2011Tuesday, 12 April 2011
  2. 2. The Scope Bullsbrook, Muchea, Gingin, Bindoon, Wannamal, New Norcia, Mogumber, Regans Ford. Shires: Chittering, Gingin, Victoria Plains & City of Swan.Tuesday, 12 April 2011
  3. 3. The problem: Our tourism activities are disparate and poorly funded. We don’t have a brand which encapsulates our entire region. We need a brand that aligns all our inland tourism activities together under one brand. The result is we don’t have a home or a loud voice within WATC. Quite rightly they don’t know where to put us.Tuesday, 12 April 2011
  4. 4. Where the bloody hell are we?Tuesday, 12 April 2011
  5. 5. Forgotten at the end of the paper. That’s where! (Page 39)Tuesday, 12 April 2011
  6. 6. Without a region: We are aligned to existing regions which aren’t a perfect fit and so our demands for funding and tourism development are unheard. The WATC “Experience Perth, Destination Development Strategy” lists our projects at the end of the plan - as secondary elements to support other tourism icons.Tuesday, 12 April 2011
  7. 7. Are we limiting our reach? A great initiative - but maybe limiting. How does it include Gingin, Bindoon, Wannamal, Mooliabeenee wineries?Tuesday, 12 April 2011
  8. 8. Solution: We create a new regional brand which together we all align behind and pitch to WATC and Federal Government for financial and marketing support. We provide WATC with a regional tourism “day tripper” product north of perth for local and international tourism. (CHOGM?)Tuesday, 12 April 2011
  9. 9. Proposed Brand: Play on our greatest strengths - VALLEYS, VIEWS, HILLS, RIVERS, CREEKS, NATURE, LAKES, TRAILS, WETLANDS Build on what consumers and government already know and understand: Avon Valley Swan ValleyTuesday, 12 April 2011
  10. 10. Northern ValleysTuesday, 12 April 2011
  11. 11. Northern Valleys “Come to the Northern Valleys for the day” “Take a drive this weekend to the Northern Valleys” Northern Valleys Wine Trail “Day trip in the Northern Valleys to New Norcia” “Sculptures in the Northern Valleys”Tuesday, 12 April 2011
  12. 12. Benefits: Potential funding - WATC to create Northern Valleys Regional Tourism Board - fund and support. We all become members of the board. Marketing support - Tourism material presents and promotes us as a region (not bolted on to Swan, Avon or coastal) Marketing synergies - one voice greater cut through, greater spend efficiency. Collateral synergies - one website, one brochure. Better, bigger and more effective.Tuesday, 12 April 2011
  13. 13. Next Steps: Conceptual agreement by all shires Present to WATC for endorsement and establishment of the Northern Valleys Regional Tourism Board Members: City of Swan, Shires; Chittering, Gingin, Victoria PlainsTuesday, 12 April 2011
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