Flinders Ranges and Outback Integrated Strategic Tourism Plan
Flinders Ranges and Outback Integrated Strategic Tourism Plan
Flinders Ranges and Outback Integrated Strategic Tourism Plan
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Final <strong>Plan</strong><br />
Be True to Who You Are – Br<strong>and</strong>ing <strong>and</strong> Positioning<br />
5.2 Mountains of Memory: Br<strong>and</strong> Proposition<br />
As part of the Mountains of Memory geotourism strategy being developed for the<br />
<strong>Flinders</strong> <strong>Ranges</strong> from Yacka to Lyndhurst, there was extensive consultation with regional<br />
communities to identify a br<strong>and</strong> for this part of the region.<br />
The Executive Summary of the Br<strong>and</strong> Strategy Report provides the following overview.<br />
The Br<strong>and</strong> Essence: Peace <strong>and</strong> Tranquillity.<br />
Position Statement<br />
"The <strong>Flinders</strong> <strong>Ranges</strong>, where ancient l<strong>and</strong>scapes inspire its peoples <strong>and</strong> reveal<br />
the story of life on earth".<br />
Key Quotation<br />
"There is nothing to parallel the rugged beauty of the <strong>Flinders</strong> <strong>Ranges</strong>. Visitors …<br />
return with stories of its timeless gr<strong>and</strong>eur, its inspiring views, <strong>and</strong> its peaceful<br />
gorges". Arid Arcadia Art of the <strong>Flinders</strong> <strong>Ranges</strong> Art Gallery of SA 2002.<br />
Br<strong>and</strong> Values<br />
Authenticity, respect, integrity, honesty, spirituality, diversity, passion, earthiness<br />
<strong>and</strong> genuineness.<br />
Br<strong>and</strong> Personality<br />
"Laidback <strong>and</strong> friendly, down-to-earth <strong>and</strong> genuine: a storyteller; laconic <strong>and</strong><br />
real; soft <strong>and</strong> sensuous; emotive <strong>and</strong> nurturing, yet resilient <strong>and</strong> ageless".<br />
Visitor Benefits<br />
A strong, spiritual connection to the l<strong>and</strong>scape, a revitalisation of their spirit,<br />
profound new experiences that are visually rewarding. Overall, they will have<br />
the opportunity to feel a sense of connectedness <strong>and</strong> inner peace from being<br />
in such a peaceful place.<br />
5.3 South Australia’s Br<strong>and</strong> Proposition<br />
South Australia has adopted a br<strong>and</strong> that aims to develop <strong>and</strong> promote the best that<br />
South Australia has to offer. By building the destination <strong>and</strong> marketing the State, it is<br />
intended to contribute to creating employment, increasing export income <strong>and</strong> raising<br />
the profile of the State.<br />
The core proposition of Br<strong>and</strong> SA is “that South Australia is a vibrant <strong>and</strong><br />
welcoming place that celebrates the good things in life”.<br />
Urban & Regional <strong>Plan</strong>ning Solutions<br />
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