Flinders Ranges and Outback Integrated Strategic Tourism Plan

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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 d:\frosa region istp\frosa region istp.doc Page 21
Final Plan Be True to Who You Are – Branding and Positioning 5.1 Flinders Ranges and Outback SA Brand Proposition The essence of the region can be expressed as follows: • An ancient awe inspiring land that generates a strong connection with the times when life began • A living heritage that embraces the continuous culture of Aboriginal peoples and the stories of those who explored and settled the land, building the communication and transport links to support mining, pastoral and farming enterprises • People who are dreamers of big dreams yet down to earth, resilient and resourceful • People who demonstrate deep seated friendliness, humour and honesty • A breathtaking natural beauty with landscapes and skies of intense colour and clarity. Sunsets and star filled night skies are utterly memorable. • The people, the places and the wildlife tell the stories of struggle and survival, adaptation and evolution, failure and success. • Much of what is amazing about this place lies hidden beneath the surface – it rewards those patient enough to take the time to allow this to be revealed. • The natural environment inspires innovation and creativity. • These can be harsh and unforgiving places at the mercy of the climate and seasons; unpredictable at times, surprisingly bountiful at others. • This diverse ever-changing landscape and its generous people will enrich those who journey here, opening them up to their own potential for change and generosity. This is consistent with the Brand Strategy developed for the mountains of Memory Geotourism Project although some of the language in the Flinders Ranges and Outback Strategy is different given the need to embrace the whole region. The Flinders Ranges and Outback SA Brand Proposition shown overleaf reflects the style and content of the South Australian Brand Strategy and those developed for other regions. Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 22
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Flinders Ranges and Outback Integrated Strategic Tourism Plan

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