northern valleys regional branding paper
DESCRIPTION
Concept paper to gather support for new regional branding.TRANSCRIPT
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Regional Tourism BrandingConcept Paper
Prepared by Jackie Shervington April 2011
Monday, 18 April 2011
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The ScopeBullsbrook, Muchea, Gingin, Bindoon, Wannamal, New Norcia, Mogumber, Regans Ford.
Shires: Chittering, Gingin, Victoria Plains & City of Swan.
Monday, 18 April 2011
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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
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Where the bloody hell are we?
Monday, 18 April 2011
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Forgotten at the end of the paper. That’s where! (Page 39)
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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
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Are we limiting our reach?
A great initiative - but maybe limiting. How does it include Gingin, Bindoon, Wannamal, Mooliabeenee wineries?
Monday, 18 April 2011
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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
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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
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Northern Valleys
Monday, 18 April 2011
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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
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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
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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