WHY1 WHYBRAND?1.

BRAND?

SUCCESSFUL*SUCCESSFULDESTINATIONS*

STAND OUT FROM THE CROWDDESTINATIONSSTAND OUT FROM THE CROWD.

THEY KNOW WHO THEY AREWHAT MAKES THEM UNIQUE, AND SPECIFICALLY ATTRACTIVEAND SPECIFICALLY ATTRACTIVE

They understand who their current

VISITORS AREVISITORS ARE

They express their experiences

EFFECTIVELYEFFECTIVELY

They compete on their

STRENGTHSSTRENGTHS

And they tailor their communications

ACCORDINGLYACCORDINGLY

Effective communication is knowledge of andEffective communication is knowledge of and

INSIGHTINSIGHTinto what your prospective visitors want to hear.

Rather than features, facts and figures, it’s the benefits and the

EXPERIENCES

INTERESTavailable that

and engage potential visitorsINTEREST

and engage potential visitors

Like successful products, successful destinations think of themselves as

BRANDSBRANDS

Develop and present themselves as

DISTINCTDISTINCTPERSONALITIESPERSONALITIES

h PORTRAYa message that isrelevant, clearly defined,and comes fromPORTRAYTRUTHTRUTHNot fiction………………………..

CootamundraCootamundracreative strategy

HOW YOU PRESENT YOURSELVES HOW YOU PRESENT YOURSELVES

* the stories you tell

* the images you use

* how you tell those stories,

all contribute to how others view you andULTIMATELY YOURBRANDULTIMATELY YOURBRAND

And most importantly, implement the brand proposition consistently at every potential customer touch point

Your Brand Proposition needs to beYour Brand Proposition needs to be

REALREAL,TANGIBLETANGIBLE,and inherent to Temora

The more powerful and persuasive your brand proposition the moreproposition, the more

EFFECTIVEEFFECTIVEyour marketing becomesyour marketing becomes.

An effective brand works harder for all An effective brand works harder for all stakeholders...

WHY2 WHYBRAND2.

BRANDiisSUCCESSFULSUCCESSFUL

It cannot be made up or fabricatedIt cannot be made up or fabricated…

WHY?WHY?

“Because you can’t sustain fiction”Because you can t sustain fiction

Temora TownTemora TownWhere ocean meets mountain.

whereas

TRUTHwhereas

TRUTHis permanent and self proving..

HOW?HOW?

BRAND MODEL

Essence

Personalityy

Core Values

Consumer BenefitConsumer Benefit

K Att ib tKey Attributes

BRAND MODEL

essence

Personality

part of everyone’s nature

y

Core Values

relaxed. honest. unpretentious. genuine

Consumer Benefit

respect nature. authenticity. simple pleasures of life

Consumer Benefit

K Att ib t

we bring out your better nature

Key Attributesclean uncrowded beaches. coastal marine park. abundance of water. vast tracts of national parks and wilderness. local living history and heritage. clear warm summers. soft changing seasons…………summers. soft changing seasons…………

Creating direction from a

SOLID FOUNDATIONSOLID FOUNDATIONofTRUTHTRUTH

being purposeful in your

APPROACHAPPROACH

CONSISTENTCONSISTENTwith

COMMUNICATIONCOMMUNICATIONCOMMUNICATION

CONSISTENCYCONSISTENCYt tcreates greater

AWARENESSAWARENESSand getsand gets

RESULTSRESULTS

Communication3 CommunicationMOVING FORWARD3.

MOVING FORWARD

Once brand is developed expression evolves in a Once brand is developed, expression evolves in a manner and through channels that are relevant to

d i d diyour desired audience…

GreatGreatcommunication

is..

MeaningfulMeaningful* expressing the heart of who you really are* emphasising your uniqueness

MemorableMemorable* easy to recognise and recall* truthful and self proving

LikeableLikeable* Creative expression that* Looks good* F l d* Feels good

* And attracts your target audience

Ch l4 Channelsof4.

ofexpressionexpression* relevant to your brand proposition

Visitor GuideVisitor Guide* striking headlines* engaging content* super story telling super story telling* fabulous images

Advertising headlinesAdvertising headlines* headlines to be used with print/online * developed from findings of brand* consistency consistency

DL brochureDL brochure* develop content relevant to visitor guide theme* consistency consistency* greater potential for advertisers

OnlineOnline* exposure to extensive web traffic* active linking* market leading product market leading product* greater potential for advertisers

SmartphoneSmartphone* design specifically for tourism* clear concise navigation* collective platform with Busy Street partners collective platform with Busy Street partners

Social mediaSocial media* build framework for effective execution * consistency

Wh5 Why5.

* 20 years experience in brand development * experience with working with regional tourism

* full project management for visitor guide

p g g* extensive understanding of the creative process

* proven track record

*great team, great results. proven track record

* develop a message that’s clearly defined and comes from truth * create meaningful likeable and memorable communication* apply consistency with all marketing create meaningful, likeable and memorable communication

* resulting in success for short medium and long term resulting in success for short, medium and long term.