Victoria’s High Country
Where previously the focus had been on carving up the region into sub-regions and specific activities, the Tourism North East team came to us to create a wrap-around story for Victoria’s High Country, expressing the promise of a destination that will truly take people beyond their everyday. This translated into a brand identity that brings passion, adventure, boldness and elevation to each of Victoria’s High Country’s five product pillars: cycling, walking, food and drink, arts and culture, and snow. It can be seamlessly applied to the sub-regions and landscapes, from highlands to lowlands, and from wilderness to historical towns to cultural regional cities.
Taking this brand identity, we then developed a seasonal brand campaign to launch in Autumn 2021 that shared both whole-of-region and sub-region stories for digital and outdoor executions.