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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

Image by didin emelu

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. 

Image by Charlie Robert

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. 

Image by Sebastian Pena Lambarri

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.

Cradle Mountain Visitor Centre by Cumulus Studio

Cradle Mountain Visitor Centre by Cumulus Studio

Sharp geometric forms beckon to a honeyed cave Cradle Mountain Visitor Centre is a building of contrasts. It’s imposing but harmonious. It’s an abstract interpretation of nature. And it’s modern with a rightness unrooted in time. Most surprising of all, perhaps, is how the raw exterior unwinds into a warm, soft, delicate timber lining. With wild rainforests, rolling grasslands and roaming Tassie Devils, it’s no surprise Cradle Mountain entices a surging number of visitors. But how can you design a meaningful visitor experience in a footprint never intended to accommodate that number of guests? The Visitor Centre is the first development in a major plan to reimagine the iconic Cradle Mountain experience. The Visitor Centre offers a warm alpine welcome to reflect both the sense of rugged-up anticipation on arrival and the distinctive Cradle Mountain geology. The sculptural, wilderness-inspired development includes an orientation building, commercial services base, shuttle bus shelter and coach transit centre. At every turn, we aimed to honour the significance and sensitivity of this world-renowned national park. Materials to mirror nature We designed the buildings to feel grounded, as if carved from a solid rock by a glacier. The umbrella rain-screen form references the folding angular geology of the site, inviting visitors into the cave-like timber interior. The choice of timber for the interior was about the poetics and qualities of the place. Because timber is natural, guests feel connected to nature. It often evokes a response other materials don’t. Measured tourists footprints The design required an in-depth understanding of visitor movements across the site. It needed to accommodate the wide gap between peak and average visitor numbers and feel inviting in both cases. Our intuitive way-finding strategy creates a flow to subtly guide visitors while they interact with site interpretation and visitor information. We used a hierarchy of space that organises services but lets the staggering natural setting sing out. No mountain high enough The Visitor Centre design went through many iterations as more stakeholders saw the project’s potential. But we’re proud the essence and guiding goals remained constant throughout, even as other aspects shifted around them. It’s quite a feeling to walk inside the sculpted interior timber cave, a completely unexpected gem inside the building. Whilst the triangulated timber volume’s complex geometry proved a technical challenge, it’s all the more satisfying to admire it now knowing the hard work involved. Location Cradle Mountain, Tasmania Client Tasmanian Parks and Wildlife Service Year 2020 Status Complete Architect Cumulus Studio Videography Jesse Hunningford Discover more:
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