northern valleys regional branding paper
DESCRIPTION
Concept paper to gather support for new regional branding.TRANSCRIPT
Regional Tourism BrandingConcept Paper
Prepared by Jackie Shervington April 2011
Monday, 18 April 2011
The ScopeBullsbrook, Muchea, Gingin, Bindoon, Wannamal, New Norcia, Mogumber, Regans Ford.
Shires: Chittering, Gingin, Victoria Plains & City of Swan.
Monday, 18 April 2011
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 Tourism WA. Quite rightly they don’t know where to put us.
Monday, 18 April 2011
Where the bloody hell are we?
Monday, 18 April 2011
Forgotten at the end of the paper. That’s where! (Page 39)
Monday, 18 April 2011
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 Tourism WA “Experience Perth, Destination Development Strategy” lists our projects at the end of the plan - as secondary elements to support other tourism icons.
Monday, 18 April 2011
Are we limiting our reach?
A great initiative - but maybe limiting. How does it include Gingin, Bindoon, Wannamal, Mooliabeenee wineries?
Monday, 18 April 2011
Solution:
We create a new regional brand which together we all align behind and pitch to Tourism WA and Federal Government for financial and marketing support.
We provide Tourism WA with a regional tourism “day tripper” product north of perth for local and international tourism. (CHOGM?)
Monday, 18 April 2011
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 Valley
Monday, 18 April 2011
Northern Valleys
Monday, 18 April 2011
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”
Monday, 18 April 2011
Benefits:Potential funding - State/Federal 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.
Sub brands - survive and prosper under the umbrella brand.
Monday, 18 April 2011
Next Steps:
Conceptual agreement by all shires
Present to Tourism WA for endorsement and establishment of the Northern Valleys Regional Tourism Board
Members: City of Swan, Shires; Chittering, Gingin, Victoria Plains
Monday, 18 April 2011