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Time to review and reinvent.

Released on: 26 April 2021

Released on: 26 April 2021

We have embarked on an exciting project to rethink and redo our destination branding.  

The ‘Come out of your Shell’ Greater Port Macquarie destination brand, developed in 2009, has served us well and our region has grown significantly to become a thriving destination, for local and international visitors. Approximately 1.6 million people visit our region every year.  

Making sure our region stands out against other regional destinations is important in order to continuously grow our annual visitor base, and boost our local tourism economy.

Like a community, a brand grows and evolves overtime. After the bushfires, COVID and floods now is the time to revisit our brand and encourage more people to visit our region and contribute to jobs growth and a vibrant visitor economy

We are pleased to announce that Destination Marketing Store (DMS) have been appointed for the Destination Brand Review project.

DMS is a specialist agency, with experience working with many destinations in Australia, as well as across New Zealand and the Pacific.

We have engaged DMS to work with us to help us think outside the box and bring a global perspective to how we brand our region in tourist markets.

An important part of the approach we are taking with our key stakeholders to develop our new destination brand is better understand two essential ingredients: the strengths and values of the region as well as the motivations, behaviours and barriers to travel of those prospective visitors to the region.

To support the investigation and approach to developing our new destination brand, DMS will partner with Destination Research, who will ensure the brand is informed through credible research, as well as Swell Design, which is an award-winning design agency who collaborated with DMS to deliver Mudgee Region’s Reset your Senses brand identity.

Both Destination Research and Swell Design have on-ground experience working in the Port Macquarie-Hastings region.

Our first round of the market research workshops kick-off in May. We are inviting targeted groups to these workshops, such as local tourism operators, chambers of commerce, community groups, arts and culture representatives, plus other key stakeholder groups.

We will be looping back with the findings and draft strategy to gather feedback. Stakeholder engagement, support and ownership of the destination brand is absolutely critical.  

Jeffery Sharp, Director of Strategy & Growth says;

“Who we are today is not who we were 10 years ago, 5 years ago, or even last year. The Greater Port Macquarie destination brand has achieved great results for this region, but it’s time to give us a new look and feel, that represents the experience our visitors have now, and for what we want for them in the future.

”Members of the community and tourism operators will be given opportunity to help inform our new direction.”