The Brief:

Our team were engaged to deliver a tourism rebrand and brand story for the Central Highlands region. This Queensland LGA encompasses Blackwater, Emerald, Carnarvon Gorge and the Sapphire Gemfields, approximately four hours inland from the city of Rockhampton.

The challenge for the region was the LGA had no clear articulation of their brand story, unique selling proposition or reason for travellers to visit the Central Highlands over any other. In fact, after conducting focus groups in region with consumers, their branding problem was so dire that customers didn’t even know what region they were staying in even if they’d been in the Central Highlands for days or weeks at a time.

1

create

A new tourism brand that conveyed the ‘what’, ‘where’ and most importantly ‘why’ visit

2

roll out

Develop a style guide that ensured consistent usage of the new brand across all marketing outputs

3

develop

A tourism toolkit to ensure operators from across the region could leverage the new brand