Greater Shepparton City Council, in partnership with Tourism Greater Shepparton and the local visitor economy industry, is getting ready to roll out the ‘Destination Rebrand Project’ off the back of a recent strategic tourism research project.
The research, developed by the council with leading industry marketers, found repositioning Greater Shepparton as a brand destination was needed to anchor the region as a tourist hub.
The rebranding, undertaken by Cupla, a marketing and design agency specialising in tourism, will aim to tell a story to unite Greater Shepparton and its surrounds.
Cupla will lead initial consultation workshops with members of Shepparton's industry, and roll out a community and visitor survey.
City of Greater Shepparton Mayor Kim O’Keeffe said now was the time to refresh and renew the region's brand identity to attract much-needed tourists.
“The past year has seen our community and businesses navigate through a global pandemic which has highlighted how important our visitor economy is for our region to strengthen our community, stimulate our economy and provide local jobs,” she said.
“Greater Shepparton will be entering a very competitive regional Victoria market as the nation tries to recover from the effects of COVID-19.
“Undergoing a brand redevelopment will improve our visitor economy and amplify our best attractions for visitors.”
Cr O'Keeffe said one of the "greatest things" about Greater Shepparton was its growing prosperity, creativity and progressiveness.
“This should reflect through our destination brand, that’s why I am encouraging the community, businesses and visitors to participate in the destination survey that will help build a brand that is distinctive of our true character and culture.”
Tourism Greater Shepparton president Ingrid Thomas said the survey would provide an "exciting opportunity" to reflect the experiences, people and townships throughout Greater Shepparton.
“It is a significant step in repositioning our region as a must-visit destination,” she said.
“The timing will also support the launch of new visitor experiences including the new SAM building and Museum of Vehicle Evolution.”
To have your say on what makes Greater Shepparton unique and help shape its evolving story, head to bit.ly/GreaterSheppDestinationSurvey to complete the destination survey.
The survey is open for all residents and visitors of the Greater Shepparton region, and will be available until Friday, June 18.
