Flinders Ranges and Outback Integrated Strategic Tourism Plan

Final Plan
Be True to Who You Are – Branding and Positioning
5.0 BE TRUE TO WHO YOU ARE – BRANDING AND POSITIONING
In order to differentiate the Flinders Ranges and Outback South Australia from other
regions in Australia and overseas destinations that are competing for the same types of
visitors we need to be very clear about how we position ourselves so that we are the first
destination they think of in relation to that specific experience or outcome.
We need a brand that tells the market who we are and what we propose to offer them
when they decide to visit us. Our brand proposition is like the promise we make to our
prospective visitors. While it must be grounded in the reality of who we are, it can also
drive us to aspire to be the best we can possibly be.
The Brand Strategy guides the marketing message and ensures that polices and
investments are aligned to our brand.
A brand proposition is built by answering the following questions:
• What are the physical attributes of the region (tell me what I will be able to see and
do)?
• What are the rational benefits associated with visiting the region (tell me why I
should come)?
• What are the emotional responses a visit to the region will generate (tell me how I
will feel while I am here and what I will remember when I go home)?
These elements are built into a core proposition or promise to consumers that is based
on the essential nature and character of the Flinders Ranges and Outback SA.
The Brand Values are those qualities that the region wants to be known for. The Creative
Filters highlight the kinds of images needed to portray the region’s promise to our visitors.
Currently there are a number of brand propositions in place in the Flinders Ranges and
Outback SA. FROSAT’s Regional Marketing Plan contains a brand proposition and the
Mountains of Memory geotourism strategy developed a Brand Strategy with a particular
focus on geological attributes.
As part of this project we have drawn on these existing statements, research and
consultation with regional communities and our experiences across a range of regional
destinations to prepare a Brand Proposition that attempts to capture the essence of the
region. Action Three provides a recommended approach to using this Brand strategy to
inform the development of media and marketing material.
Urban & Regional Planning Solutions
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