“Quicklook” Assessment of Greater Adelaide's Assets & Challenges ...

BRANDING ADELAIDE
July 12 , 2001
David Gibson, Barbara Fossum, Catherine Polito, and Pete Polonsky
Host Ron Tomlian , Adelaide Town Hall
Toward the East from Adelaide about 15 minutes is the ocean including Glenelg,
Brighton, Henley, West Beach and several marinas and toward the West about 30
minutes beautiful hills, dramatic gorges, and wineries in The Barossa Valley. In the hills
in zoos and in the wild is a broad range of wild life found nowhere else in the world such
as: Kangaroos, Koalas, Wallabies, Wombats, and Emus. Running through the center of
Adelaide is a long hike and bike trail that runs from the beach to the hills looping around
the Torrens River. Sports attractions are also “exotic” by U.S., Asian, and European
standards and include footie, cricket and the more standard tennis and golf. And these
assets include more distant attractions such as Kangaroo Island, Murray River Country,
Eyre Peninsula, Flinders Ranges and Outback.
The Festival State has numerous indoor and outdoor events including Festival of the
Waters, Festival of 1000 Voices, Summer Sundays at the Bay, Adelaide Fringe Festival,
Rock ‘n’ Roll Rendezvous, High Beam Festival, McLaren Vale Sea and Vines Festival,
2000 International Rose Festival, Glenelg Seafood and Jazz Festival and
more………While not as large as those in Sydney and Melborne, Adelaide’s restaurant,
entertainment, and pub scene has the qualities of similar technology regions such as
Silicon Valley, Boston, and Austin, Texas.
Austin Visitors Assessment: “No region in the world can match the variety and
accessibility of Adelaide’s quality of life assets.”
Adelaide Secrets (marketing theme) – the problem is that they are secrets – globally,
nationally, and even locally especially in terms of the overall leveraging power of these
considerable assets.
Adelaide: Perceptions and Branding
Quality of Life
Perception is all there is
A region’s quality of life is foremost in the opinions of locals and the perceptions of
visitors and observers from afar. And central to these perceptions and opinions is
BRANDING: how a region is marketed to its own citizens, to Australia, and to the world.
Regionalism needs to be emphasized as a general economic development strategy---
Example: A new video marketing the city does not feature or even mention the beach to
the East, the hills to the West.
COMMERCIAL IN CONFIDENCE
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