Branding agency Cúpla, which has produced campaigns for Victoria’s High Country, winemakers and Puffing Billy Tourist Railway, has been engaged to develop new destination marketing for Greater Shepparton.
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Greater Shepparton has been successful with its “Great Things” branding, which is pitched at business development, recruitment and attracting new residents to the city, but with the impending addition of the new Shepparton Art Museum, MOVE and a forthcoming fish hatchery, the time is right to rebrand the city's visitor offerings.
Greater Shepparton City Council has signed a $50,000 contract with Cúpla to come up with a new brand.
“How can we attract people to our region for different reasons? They will come in with a fresh set of eyes,” Mayor Kim O’Keeffe said.
“We need different branding, a bit more bold, we want to be competitive and for it to be a driver of visitors to the region.”
Shepparton already has a strong visitor economy but it is skewed heavily towards visiting friends and relatives.
The challenge is to create a brand that makes Greater Shepparton more of a destination; A place to visit and explore for its built and natural attractions, food and wine.
“Post-COVID, people are wanting to move around their state a bit more and we have to have a new brand and way of attracting people to the region,” Cr O’Keeffe said.
“We attract a lot of events here and we are really good in that space but we want to be known as a destination for tourism, it is very exciting.”
