Tourism Branding Project Update

Published on 18 December 2019

Earlier this year Federation Council engaged consultants to assist in leading a Tourism Branding Project for our community.

The Federation Council area includes the townships of Corowa, Howlong, Mulwala, Urana, Oaklands and a number of rural villages. The recent amalgamation provided an opportunity to create a tourism brand which brings together a number of separate destinations, townships and experiences. A brand, which is unified and unique, designed to differentiate our region, engage communities and attract visitation to the Council area.

Council invited key stakeholders from our tourism industry to participate in a number of workshops held across the region. This input was greatly appreciated and extremely valuable in assisting Council to gain the perceptions of the current market position and identify insights on how to best position the region in the tourism market in the future.

The insights gathered in these workshops have had an enormously positive impact which has ultimately informed Council's decision around the new tourism brand.

Following the November Council Briefing where the Tourism Branding Strategy and three potential brand names were presented, the recommendation was made to Council for the preferred brand name, North of the Murray to be adopted.

We are now extremely excited to announce that the recommended tourism brand name for the Federation Council area, North of the Murray, was formally endorsed at the December Council meeting on 17 December 2019. Council’s unanimous support for the new tourism brand name is an indication that the chosen name resonates well with Councillors.  

This is a very exciting time for our region as the Federation Council Tourism Branding Strategy and new brand name will set strong foundations for the region as we move through the next stages of the Tourism Branding Project. The Tourism Brand Strategy clearly outlines the key attributes of the region, the target audience, the brand personality, the brands tone of voice and the brand story. It is through this strategy that the information provided by our stakeholders will now inform the creative stages of the project, including logos, style guide and a tool kit.

In order to ensure that the best possible results are achieved and that tourism collateral, operator user guides and the required brand assets are in place, it is expected that the official launch of the new brand will occur late 2020.