Following an extensive industry engagement process, followed by months of stakeholder collaboration, Marketforce are set to launch the newly branded region “The Amazing South Coast” into the Perth market.
The recently formed Lower Great Southern Economic Alliance between the City of Albany, Shire of Plantagenet and Shire of Denmark appointed Marketforce to undertake the tourism brand and destination marketing strategies, followed by the naming and brand identity for the region.
The landmark tourism collaboration will create a unified tourism destination for Albany, Denmark and Mount Barker, stretching from Walpole to Bremer Bay and up to the Stirling Ranges.
City of Albany Mayor Dennis Wellington said he was thrilled the region’s tourism vision was coming to fruition. “Many months of hard work have gone into this project,” he said. “Such strong collaboration sets the foundation for success and together we look forward to implementing the strategy and brand, and seeing the benefits it brings our communities.”
Breathtaking, captivating and exciting adventures will be showcased to the State through a custom produced 30-minute TV show on Channel 9. This show will launch The Amazing South advertising campaign and coincide with launch of the purpose-built, regional website encouraging the Perth market to explore the region and “Add Amazing to their Adventure”.
Large format billboards (digital and static), along with bus shelter panels, radio, TV and multiple digital platforms will all be used to showcase the amazing experiences on offer throughout the region. Denmark Shire President Ceinwen Gearon said the campaign that has been created by the team at Marketforce is simply inspiring. “It will showcase the amazing experiences on offer and educate thousands of potential visitors in Perth on just how special Western Australia’s south coast really is,” he said.
Strategic Client Director, Brad Haseldine added, “It has been fantastic to see the culmination of strong partnerships with regional partners coming together for a common goal to promote the entire region. The amazing creative and visual assets across multiple platforms and channels certainly showcase the diversity of the south coast of Western Australia.”
The “Add Amazing to your Adventure” campaign is part of a broader Tourism Development Strategy to strengthen and diversify the economic base of the region and ultimately achieve the goal of 3 million visitor nights in the region by 2021.