The team at Evolve Tourism Cairns have been preparing Tourism Brand Strategies and Plans more than 20 years across all corners of Australia. Brand Strategies, Activation Tools and Programs, Brand Creative and Guidelines have been prepared for Regional Tourism Organisations, Tourism Industry Associations, Regional Councils, tourism operators large and small.
Tourism Branding Approach
Step 1: Opportunity Assessment
Both Destination or Operator 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, performs an audit of brand and marketing assets and activations. A series of workshops, surveys and stakeholder interviews with industry and key stakeholders round out the gathering process. External studies include a review of the competitive environment and exploration for global benchmarks.
Step 2: Strategy Development
Preparing brand strategy is the critical step of translating insights gathered in stage one to the formation of strategy and program direction.
Branding is the art of story telling and your experience or destinations unique character and style will be uncovered.
Brand Strategy will detail your brand DNA or essence; brand personality and character; experience attributes of competitive advantage and value propositions to each target traveller.
Brand Strategy will also cover key stakeholders, influencers and programs to engage with and facilitate cooperative partnerships where appropriate.
Step 3: Activation Planning
In this final step we detail action plans, budgets, resources and timelines to bring 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 creation of Brand StyleGuides and Guidelines. 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 Brand Strategy to life through video. This collection of video 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 have 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 Apple Thief Cider House, Talaroo Hot Springs, Out There Travel Care and Cruising Car Rentals.