WELCOME The Next Chapter Strong history of cooperative marketing - - PowerPoint PPT Presentation

WELCOME

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
• rganisational 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

• rld of
• f his

istory and mystery An is isla land with ith som

• mething new to
• 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

• rld away

An is isla land of

• f tim

timele less bea eauty Where th there is is no

• righ

right to

• wrong way to
• exp

xplore A utop

• pia for
• r 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

• clos

close to

• Hob

Hobart you

• u can probably

ly see ee it it ou

• ut

t th the e win indow De Dense with ith hid idden en gem ems for

• r you
• u to
• uncover

A A unspoil ilt coa

• ast of
• f shelt

ltered coves and hid idden bays A pla lace ce to

• see

eek soli

• litu

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

• take th

the e tim time to

• do
• th

thin ings properly. Where peop

• ple

le pursue th their ir passio ions The e la land of

• f la

la dolc

• lce vit

vita A cor

• rnucopia of
• f fr

fresh foo

• od and hand made delig

elights A wor

• rld of
• f temptation

A fri friendlie ier ver ersion of

• f th

the e Sou

• uth of
• f France

Far South

Th The Pla lace

Nature in it’s rawest and most spectacular form A pla lace ce of

• f sec

ecret t solit

• litude

A la land of

• f con
• ntrasts

Raw, roaring ocea

• ceans and gen

entl tle forest gia giants ts The e en ends of

• f th

the e Earth Where natu ture takes you

• ur 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

• wn. 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.

Bruny Island

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

• f things to do and memories for you to take home.

Your

• ur own

n pe personal treasure isla sland

D’Entrecasteaux Channel

D’Entrecasteaux discovered the quiet beauty of the Channel’s secret coves and 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.

The gat gateway to

• the Sou

South thern Trove

Huon Valley

A short journey west from the Channel will find you in the magical Huon Valley - a magnet for those seeking the finest food and freshest ingredients Tasmania has to offer. The Huon is a cornucopia of fresh picked and hand-crafted delights, from sumptuous wines and ciders to seafood freshly plucked from pristine waters. It’s hard to drive any distance before stumbling upon another eatery or roadside stall secreted away and offering temptation after delicious temptation. The Huon is a place where mastering one's craft is its own reward, allowing the local artists and crafts-people of towns such as Cygnet to take their time and do things properly. We recommend you do the same and stop by some of the studios and galleries. Perhaps you’ll find a precious memento or two to remind you of your time in the Valley. In the heart of the valley set on the banks of the river lies Huonville, an apple town that is the hub for the Huon Valley region. Crossing the bridge and winding you way southwards down the valley brings you to Franklin, one of the worlds last refuges for the disappearing craft of wooden boat building. Here you’ll find friendly boat builders who are only too happy to take time out from their craft to chat. But there is more to the Huon than just food and crafts with the real treasure of the valley being mother nature herself. Forge on to the southern edge of the valley and you’ll come across the township Geeveston, rich with pioneer heritage of logging days gone by. Geeveston is your gateway to the wonderful temperate rainforests of the Far South.

The mag agic ic of

• f the Hu

Huon

Far South

If its nature you are seeking on a grand scale, the Far South will take your breath away and replace it with some of the purest air on Earth. Here nature is raw, wild and at its diverse

• best. The cool deep waters of the Southern Ocean compete for your attention with the

warm thermal springs. Dolomite caves create nature’s cathedrals below the ground, while above, temperate rainforests invite you to take a wander, and wonder. The forests give up their secret solitude to those willing to take their time on the various scenic walks, or you can simply sit back and take it in from a carriage on the Ida Bay

• Railway. The deep bays of the coast shelter the seaside towns of Dover and Southport. Here

the fishermen harvest the southern ocean’s bountiful crayfish, oysters and salmon that grace the plates of some of the world’s best restaurants. If you are lucky you might be able to sample them at their finest, fresh from the ocean. The Far South is home to some of the world’s most pristine beaches where white sands seem to stretch for ever and often not another soul is seen. If you like the surf, seek out some local knowledge and you might just find yourself at some of the most spectacular, and secret, breaks in Australia. For the truly adventurous, Cockle Creek is the beginning of a hiking trail that leads to southern most point in Australia, South Cape Bay. This is literally the end of the earth and to say you have stood there is a memory you’ll treasure forever.

Far ar out

• ut and

and fur furth ther

Next Steps

• Industry Style Guide
• Distribution of Visitor Guide and Map
• Social Media #southerntrovetasmania: F southerntrovetasmania
• Website: www.southerntrove.com.au
• Signage
• EDM Consumer Database
• Bimonthly Industry Newsletter
• Operator Facebook Group – Southern Trove Operators
• Sub regional networking: Bruny Island – 6 December, Far South – 13 December, Huonville – 14

December, D’Entrecasteaux Channel – 16 December

Wayne Thorpe

Acting General Manager, Huon Valley Council

Alderman, Steve Wass

Mayor, Kingborough Council

Summer Advocacy Program

Ton

• ny

y Qua uarmby, Tou

• uris

rism Tasm asmania ia

Together lets mobilise an army of Tassie advocates this Summer! Register NOW to take part! We need your help in creating a new advocacy campaign that inspires visitors and Tasmanians to share their Tassie travel experiences on social media this summer. As well as generating positive word-of-mouth amongst potential visitors the campaign will offer a cost-effective opportunity for you to generate excitement about your business, region and Tasmania. The best part? – Tourism Tasmania we will be providing you with all the materials you’ll need. And there is no cost to participate! Head to www.tourismtasmania.com.au [hyperlink to: http://www.tourismtasmania.com.au/marketing/campaigns/advocacy] to stay up to date on how you can be involved NOW!