New Branding Strategy Adopted
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24 April 2018
Goondiwindi Region Branded ‘Regional Australia at Its Best’
Goondiwindi Regional Council today approved a new tourism branding strategy that will market the Goondiwindi region as ‘Regional Australia at its Best’.
Council engaged expert consultant Bryce Ott of Nutshell Consultancy to develop the strategy using funding from the Murray Darling Basin Program.
The strategy aims to position the region as a destination in the visitor economy and to offer a clear, strong marketing brand. Local businesses will be encouraged to use this ‘brand’ to promote our region to the community, visitors and potential investors wherever possible.
Numerous tourism operators across Goondiwindi, Inglewood, Texas, Toobeah and Yelarbon assisted with consultation for the strategy. Those operators provided valuable insights about our region’s visitor economy along with what we do and who we are as a community.
Consultation about the branding strategy was conducted at the same time as Bernard Salt’s independent Weekend Australian investigation into Goondiwindi being named ‘best country town in Queensland’ last month. The results of the community consultation painted a very similar picture in both cases.
The feedback was clear and consistent across the district: the Goondiwindi region was described as a ‘centre of agricultural excellence, with a thriving country culture and a rich agricultural and social history’; our community was defined as ‘optimistic, innovative, helpful and hard-working,’ Mayor Graeme Scheu explained.
These insights are the cornerstones of the new branding strategy and helped to form the ‘core promise’ that will become the region’s tagline: Regional Australia at its Best. This statement both reflects our region today and directs our ambition for the future.
Mayor Graeme Scheu said he hoped it would help local businesses with new opportunities for tourism and promotion and encouraged all businesses to get on board.
‘We’re obviously all so proud of our region and so I really hope that this gives businesses an extra platform to help promote it,’ he said.
‘I want it to become habit that when people talk about the Goondiwindi region they automatically think – Regional Australia at its Best.’
‘The community feedback is something we can all be very proud of and shows that the brand is more than just the tagline - it’s our DNA, our personality, what we stand for, and our aspirations for the region as a whole,’ he said.
‘You only have to look at our ag tech and manufacturing sectors to see we really are leading regional Australia – those local industries are cutting-edge.’
Council is committed to economic development through regional promotion. The brand will begin to be implemented across the region and residents can expect to see new signage, banners and tourism marketing material rolled out in the next financial year.
The presentation of the new visitor economy branding strategy can be viewed online on the Goondiwindi Regional Council Website.
For further information, please contact:
Councillor Graeme Scheu
Mayor
Goondiwindi Regional Council
Mobile: 0427 718 877
Email: gscheu@grc.qld.gov.au