Concept paper to gather support for new regional branding.

1. Regional Tourism Branding
Concept Paper
Prepared by Jackie Shervington April 2011
Monday, 18 April 2011

2. The Scope
Bullsbrook, Muchea,
Gingin, Bindoon,
Wannamal, New Norcia,
Mogumber, Regans
Ford.
Shires: Chittering,
Gingin, Victoria Plains &
City of Swan.
Monday, 18 April 2011

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
Tourism WA. Quite rightly they don’t know where to put
us.
Monday, 18 April 2011

4. Where the bloody hell are we?
Monday, 18 April 2011

5. Forgotten at the end of the paper.
That’s where! (Page 39)
Monday, 18 April 2011

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 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

7. Are we limiting our reach?
A great initiative - but
maybe limiting. How does
it include Gingin, Bindoon,
Wannamal, Mooliabeenee
wineries?
Monday, 18 April 2011

8. 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

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 Valley
Monday, 18 April 2011

10. Northern Valleys
Monday, 18 April 2011

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”
Monday, 18 April 2011

12. 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

13. 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