TPDD updates with a fresh, ‘natural’ look

Port Douglas & Mossman Gazette - - BUSINESS -

TOURISM Port Dou­glas and Dain­tree (TPDD) has launched a fresh new brand that speaks di­rectly to the reef and rain­for­est re­gion’s tar­get mar­kets.

Tourism Port Dou­glas and Dain­tree ex­ec­u­tive of­fi­cer Tara Ben­nett said the “Visit Port Dou­glas & Dain­tree” brand over­haul fol­lowed ex­ten­sive mar­ket re­search that iden­ti­fied the vis­i­tor de­mo­graphic, the re­gional at­tributes that in­spired them to choose Port Dou­glas and Dain­tree for their hol­i­day and the type of ex­pe­ri­ences they were seek­ing.

“The TPDD board is ex­ci­tand ed about our new brand and fu­ture di­rec­tion and we be­lieve our mem­bers will be de­lighted.

“It will give our re­gion a fresh, new face out in the highly com­pet­i­tive tourism-mar­ket­ing sphere. Our old brand, which was launched in 2010, took us a long way but it was time for a re­fresh, from the type­face through to the logo it­self.”

The logo has been de­signed as a sym­bolic rep­re­sen­ta­tion of the re­gion, and is a stylised se­ries of ab­stract shapes de­pict­ing the over­lap be­tween the Dain­tree Rain­for­est, Port Dou­glas and the Great Bar­rier Reef.

“The logo in­cor­po­rates the ideas of key­words like natural, trop­i­cal, laid back, beau­ti­ful un­tamed – just like the Dou­glas re­gion.

The feel­ing is natural, rather than cor­po­rate, in­cor­po­rat­ing ab­stract shapes that rep­re­sent the Great Bar­rier Reef and Dain­tree Rain­for­est.

Ms Ben­nett said TPDD had ini­tially been fo­cused on de­vel­op­ing its new des­ti­na­tion web­site, soon to be launched, which then evolved into the cre­ative ap­pli­ca­tion of this new brand­ing.

“Bris­bane based graphic de­sign and mar­ket­ing agency Code Artists have worked ex­haus­tively on this project, get­ting right to the heart of who our vis­i­tors are.

“They in­ter­viewed vis­i­tors and com­mu­nity mem­bers. The con­sumer led ap­proach an­a­lysed data from ex­ist­ing web­sites and univer­sity re­ports, even turn­ing to Roy Mor­gan Re­search to as­sign psy­cho­graphic per­son­al­ity to each seg­ment – our au­di­ence per­sonas.”

The tar­get au­di­ence was iden­ti­fied as be­ing mid-life home­own­ers, mid-life pro­fes­sion­als, young sin­gles or cou­ples on lower in­come and rent­ing in the sub­urbs, and well-set up re­tirees or soon to be re­tirees.


Chi­nese tourists at Rex Look­out: A “fresh, new face” is be­ing rolled out by TPDD

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