Repositioning a region to reinspire visitation
Most people don’t know that Australia’s Murray River is the third longest navigable river in the world, after the Amazon and Nile. While it’s a fact likely to surprise many, we had a bigger task than to draw out interesting facts – but rather to incite desire to visit the region and drive economic growth.
We set a vision to elevate the Riverland to be recognised as one of the world’s uniquely special destinations. To give the region a new lease of life by capturing its true essence and all its many fascinating and captivating layers and be known as a place that lifts the human spirit.
The objective was transforming what has held the region back – narrow perceptions of ‘lazy time’ – into a whole new perspective as the sort of place that the new generation of travellers are seeking out: places that provide ‘enlivening experiences’.
As we dove deeply into the Riverland, through community consultation, it was the intricate layers of the region that amazed us more than the scale of the river. With plenty to offer, the job was not of changing the region, but changing the mindset of travellers by repositioning the region as home to amazing uplifting experiences, not just amazing facts. To achieve this, we created a Brand Platform that enabled the array of places and experiences to sit under a unified and uplifting brand idea.
From this “Good times flow” was born. A simple idea and visual expression. An umbrella that is backed by an extensive Place Brand Strategy with clearly defined target market segmentation, a strong and clear vision and set of five key Brand Pillars that align with core target market desires.
“Good times flow” gives the Riverland a sense of ‘inviting participation’ to enjoy the full dimension of experiences the region offers. It has a vitality about it, that reflects upon the Riverland as an active and fun destination for all the key target market groups. The incorporation of the word ‘flow’ creates a direct connection to the river itself, as well as conveying that there is a continuous range of experiences on offer. Used in conjunction with stunning local imagery, it provides the flexibility to promote all of the five Brand Pillar experiences: Nature’s Awe, A Haven of Flavours, Natural Indulgence, Fun and Thrills, and History Brought to Life.
We are delighted and proud that at the 2022 South Australian Tourism Awards in November, that the Destination Riverland brand repositioning and rollout received top honours, winning the category of Tourism Marketing Campaigns.
Martins Brand House worked in collaboration with Quentin Gore, Greg Mitchell and Todd Englesma in crafting this work for Destination Riverland, representing the Renmark Paringa Council, Berri Barmera Council, District Council of Loxton Waikerie and Mid Murray Council.