Regional Sustainable Tourism Strategy

This part of our website is dedicated to the Development of the Regional Brand for Eco and Nature-Based Tourism activity in the region between the New England Tablelands and the Coffs Coast.

Here we will publish all the documents, comments, events update and information related to the the Branding process.

The Brand Development Process has been divided in 3 stages:

1. Conceptual Study
2. Develoment of Brand Apparel
3. Development of Brand Principles and Management Strategies.

The Conceptual Study for the Brand has been going on since January 2007. During this first stage, we have talked to 59 community members and stakeholders in various places along the region, to understand what is special and unique about their place.

After these conversations we elaborated reports for each place in which we describd the places’ key identity themes and points of differentiation as well as some brand management insights.

Click here to see the key identity themes and access the detailed identity report for each place.

The works on the Development of Brand Apparel and Brand Principles and Management Strategies will initiate on the Brand Workshop happening in Mt Hyland Wilderness Retreat, on 1 & 2 May 2007.

During this workshop we will be reviewing and finalising the Brand Concept Study, and deciding on how to portray the region to the visiting niche markets. We will decide on a name for the Brand, language to be used (both verbal and graphical) and all the other conceptual ideas related to the brand’s communication apparel.

the results of the workshop will be published soon on this page.

This page has the following sub pages.

• Key Place Identity Themes
• Brand Concept Outline