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The Next Chapter • Strong history of cooperative marketing between Huon Valley and Kingborough Councils • Leaders in regional marketing • Transition from drive marketing to the experience revolution • Increased regional competition • Four discrete destinations as the region matures and develops: Bruny Island, D’Entrecasteaux Channel, Huon Valley, Far South • Desire to work together but reflect change in visitor needs and organisational developments ie Huon Valley brand • Need for destination marketing umbrella that can fully encompass the four sub regions in an integrated way that supports greater region and state marketing
DST’s Involvement • Councils contracted DST to implement brand development and marketing program: • Brand Style Guide • Visitor Guide • Social Media • Website • Direct Mail • Cooperative Opportunities • Industry development: • sub regional meetings/workshops • Bi-monthly newsletter • Regular updates including operator facebook page • Budget: $75,000 (Kingborough $50,000, Huon Valley $25,000) • Huon Valley and Kingborough Tourism Reference Group
Reference Group
Bruny Island Th The Pla lace A wor orld of of his istory and mystery An is isla land with ith som omething new to o dis iscover around every ery tu turn. A land whose sense of place and ‘ is isla landnes ess ’ touches every erythin ing and every eryone A wor orld away An is isla land of of tim timele less bea eauty Where th there is is no o righ right to o wrong way to o exp xplore A utop opia for or natu ture e lo lovers
D’Entrecasteaux Channel Th The Pla lace A window to Tasmania’s south (The Channel Highway drive is) one of Australia’s best kept sec ecrets. As sce cenic fr from th the la land as it it is is fr from th the sea So o clos close to o Hob Hobart you ou can probably ly see ee it it ou out t th the e win indow De Dense with ith hid idden en gem ems for or you ou to o uncover A A unspoil ilt coa oast of of shelt ltered coves and hid idden bays A pla lace ce to o see eek soli olitu tude e and for reflec ection
Huon Valley Th The Pla lace A magnet A pla lace ce th that t allo llows peo eople le to o take th the e tim time to o do o th thin ings properly. Where peop ople le pursue th their ir passio ions The e la land of of la la dolc olce vit vita A cor ornucopia of of fr fresh foo ood and hand made delig elights A wor orld of of temptation A fri friendlie ier ver ersion of of th the e Sou outh of of France
Far South Th The Pla lace Nature in it’s rawest and most spectacular form A pla lace ce of of sec ecret t solit olitude A la land of of con ontrasts Raw, roaring ocea oceans and gen entl tle forest gia giants ts The e en ends of of th the e Earth Where natu ture takes you our breath away and rep eplaces it it with ith th the purest air ir Where you wonder why everywhere isn’t like here
The Region • Evolution of the Huon Trail - Rebrand the area south of Hobart encompassing four discrete destinations – the new name needs to stand out, be inclusive and represent the region covering the area south of Hobart • Creative strategy: • Develop a name and positioning line that comes with its own language inherently built in • Allows the audience to imagine what is coming just by reading and understanding the name and positioning • Allows a certain ease of use for those that need to bring the name, positioning line and its language to life • Huon Trail doesn’t really give the reader a clear indication of the region it covers • Goal was to develop a name that puts the Huon Trail region on the map and gives an understanding of its location • Spoiler: south is in the name
The Region • Key considerations • True-ism. Important that the brand reflects the fundamental truth of the region • Visitors at the heart of decision, not personal preference • Support the overarching Tourism Tasmania brand – Go Behind The Scenery • Move away from subjective adjectives and superlatives that can not be proven as truth • Come up with something different yet familiar to evoke the imagination
Southern Trove – Experience the Treasure Trove – a store of valuable or delightful things discovered or found. A perfect description for the south and what it represents. Even if you’re unaware of the definition, the word seems strangely familiar as you seek your memory for where you’ve heard it before. It doesn’t take long before joining the dots and striking upon its companion ‘treasure’. The Southern Trove is a unique name for a unique region, instantly giving it a personality of its own. It may seem slightly foreign at first, but after settling in it feels right. A name that is an apt description of the area that hints at what to expect. As well as reflecting the region’s nautical past, The Southern Trove comes with its own instant and easy to use lexicon. A language perfect for enticing people to the region so they can explore, uncover and dig up . In The Southern Trove you'll experience the jewels of the south and discover a cache of wonders, natural or otherwise. If there is a region in Tasmania memories are created that you’ll truly treasure, it would have to be in The Southern Trove.
Your our own n pe personal Bruny Island treasure isla sland Only 45 minutes from Hobart and a short ferry ride away is Tasmania's original treasure island, Bruny. Never has a place been so close to civilisation and yet a world away. Bruny Island is prized as the perfect get away by locals and visitors alike. The island is split between south and north Bruny and connected by its narrow Neck. Bruny is a timeless isle that you can unravel at your own pace. With stunning coastlines, wilderness and bush walks to explore and a large amount of unique wildlife on offer, it is a utopia for nature lovers. You’ll find rare sea birds, secluded beaches where fairy penguins nest and the charming seaside shacks coveted by locals. Head to the southern side of the island and discover the towering rainforests of the national park guarded by the Cape Bruny light, as it warns those that sail the wild Southern Ocean of Bruny’s presence. Regular adventure cruises allow you to join the sailors on the water and see a different side of the island along with the local dolphin and whale pods and ever present fur seals. Or maybe you’d prefer to explore the island’s produce with local eateries offering a range of chocolate, wine and beverages, berries, cheese and fresh oysters all sourced from the island’s bounty and served with a genuine local sense of humour. It really doesn’t matter how you choose to explore Bruny, it always offers up an abundance of things to do and memories for you to take home.
D’Entrecasteaux Channel The gat gateway to o the Sou South thern D’ Entrecasteaux discovered the quiet beauty of the Channel’s secret coves and Trove protected bays in 1792 when he sought solace from the ferocious roaring forties and open ocean. These same peaceful beaches delight sailors today as well as those who take the time to pull over from the scenic coastal road. Only 20 minutes from Hobart, the coast road (Channel H’way ) winds south and is a hidden gem for those that love to drive. It’s one of Australia’s great (and lesser known) coastal drives, taking you to the picturesque seaside towns of Margate, Snug and Kettering, the gateway to Bruny Island, and onto Woodbridge, Birches Bay, Middleton and right round the coast road to Cygnet. Life on the Channel revolves around the tranquil waters and provides the perfect backdrop for a picnic or a lazy lunch at one of the many eateries set up to take advantage of the views. Or take a dip on a warm summers day and soak up the sights and sounds of the open water. Local arts and crafts, cosy cafés and local produce will all tempt you to pull over and spend a little time to see what you can unearth. The high road through to the Huon Valley (Woodbridge Hill Road) offers a fresh perspective as it snakes through the orchards and farmland of the Channel’s hills. From here you can see it all, from the myriad of boats on the Huon estuary to the distant forests of the World Heritage Area calling you closer.
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