Published on Thursday, 19 September 2024 at 8:23:02 AM
- New tourism brand “Esperance. In your element” launched after extensive community consultation.
- Perception of Esperance as a summer-only destination is challenged, with the more authentic story inviting visitors to immerse themselves in our wild elements offered instead.
- Rebrand meets the need for a strengthened regional identity supporting sustainable development and responsible tourism.
The Shire of Esperance, in partnership with regional tourism organisation Australia’s Golden Outback, has launched a new tourism brand, “Esperance. In your element”, after extensive consultation with local businesses and stakeholders. This rebranding marks a pivotal moment for Esperance, establishing a strong foundation for sustainable tourism. The brand was revealed on Wednesday night at a special event held at Lucky Bay Brewing, attended by local tourism operators and collaborators.
The new branding challenges the perception of Esperance as a summer-only, kangaroos on the beach destination. “Esperance. In your element” tells the story of Esperance in a more authentic and truthful light, depicted through statements such as “nature’s ice bath” and “bikini then a beanie”. It invites Esperance visitors to detach from the modern world and reconnect with their natural self, demonstrated via the expressions: “Sometimes you’ve got to get out of your element to be in your element” and “Hikes before Likes”.
The rebrand is an action identified in the 2021 Esperance Tourism Strategy, highlighting the need for a stronger and more cohesive destination identity. Tourism is a valuable contributor to the regional Esperance economy, significantly increasing local business prosperity and job creation. In 2022 alone, 163,000 visitors pumped $170 million into the local economy. However, with Esperance’s rise in popularity as a travel destination in recent years the need for a strengthened brand, supporting sustainable development and promoting the sector became obvious.
Shire of Esperance President Ron Chambers has applauded the reimagined regional identity, saying "The new ‘In your element’ brand isn't just about growing tourism numbers, it's also about controlling the narrative of who we attract, when they come, and how they experience Esperance.”
The “In your element” brand was developed over nine months, with brand specialists The Brand Agency appointed to the task. The process included extensive consultation to create a brand that aligns with the identity and values of the Esperance community.
Annabelle Hender, Esperance Tourism Development Manager commented on how this wide consultation was key to the creation of an authentic Esperance brand.
“A tourism brand should be a natural extension of the community identity and the experiences on offer, which can only be informed by listening to the community. When you have a community that feels connected to the brand promise, you support the delivery of a quality visitor experience, which is vital for a sustainable tourism sector. “
Insights gathered from the consultation process were crucial in informing the strategic direction for the brand, and included:
- Appeal to higher value travellers – those seeking premium nature experiences.
- Balance out seasonal visitation all year round, not just in the summer months.
- Celebrate a broader depth of experiences beyond beaches - including local produce, art, history and culture.
- Drive regional dispersal, resulting in longer trip lengths and more widely distributed economic benefits.
- Educate visitors on how to travel responsibly.
Implementation of the brand will involve development of local experiences, and local and regional marketing efforts led by the Shire and Australia’s Golden Outback. However, the brand’s long-term success will hinge on the entire community — from business owners to residents — embracing the new identity and showcasing it through every interaction with visitors.
Tourism brand workshops have been scheduled to further engage stakeholders and provide insights on how they can use the brand to enhance their businesses, their customer’s experiences, and visitor journeys. These interactive workshops will provide insights into the importance of a tourism brand to business and regional success, and how the community can bring it to life.
Tourism Brand Workshops: Let’s Shape Our Future Together!
Time: 5:30 PM – 7:30 PM
Location: Civic Centre, Council Place, Esperance
Time: 9 AM – 11 AM
Location: Civic Centre, Council Place, Esperance
To learn more about the brand and how to get involved, visit Australia's Golden Outback Esperance Brand or contact Annabelle Hender at annabelle.hender@goldenoutback.com.
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MEDIA CONTACT:
Shire of Esperance - media@esperance.wa.gov.au
Australia’s Golden Outback – admin@goldenoutback.com
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