TOURISM BRANDING
The team at Evolve Tourism has been preparing Tourism Brand Strategies and Plans for more than 20 years in all corners of Australia. Brand Strategies, Activation Tools and Programs, Brand Creative, and Guidelines have been developed for Regional Tourism Organisations, Tourism Industry Associations, Regional Councils, and tourism operators, both large and small.
Tourism Branding Approach
Step 1: Opportunity Assessment
Both destination and commercial brand strategies require a solid and current base of traveller insights. Evolve Tourism reviews existing documents from the client and related bodies, conducts original research to explore brand awareness, perceptions, and barriers, and performs an audit of the brand and marketing assets and activations. A series of workshops, surveys, and stakeholder interviews with industry and key stakeholders completes the gathering process. External studies include a review of the competitive environment and exploration of global benchmarks.
Step 2: Strategy Development
Preparing a brand strategy is a critical step in translating the insights gathered in stage one into the formation of strategy and program direction. Branding is the art of storytelling, and your experience or destination's unique style will be uncovered. The brand strategy will detail your brand's DNA or essence, brand personality and character, experience attributes of competitive, and value propositions for each target traveller. The brand strategy will also cover key stakeholders, influencers, and programs to work with, facilitating cooperative partnerships where appropriate.
Step 3: Activation
Planning
In this final step, we detail action plans, budgets, resources, and timelines to bring the agreed brand strategies to life. Your brand activation plan will highlight key performance indicators, metric systems, and processes to ensure continuous learning and tracking of brand equity. Some projects, as per the brief, will move into the creation of brand style guides and guidelines, while others will continue into creative ideas and campaign directions. Today's strategies and action plans will be highly adaptable to the rapidly changing landscape and have already considered scenario responses.
Tourism Marketing Projects
The following provides a few examples of bringing Brand Strategy to life in a video. This collection of videos includes branding for new touring routes and master plans, indigenous tourism operations, new cruise boats, and destinations. In the past few years alone, the Evolve team has delivered Brand Strategy for destinations such as East Kimberley, Cocos (Keeling) Islands, Christmas Island, Stanley and Tarkine, Tasmania, Heron Island, and for businesses such as Talaroo Hot Springs, Out There Travel Care, and Cruising Car Rentals.
