New tourism brand for region

A co-ordinated approach to destination marketing for the region will see tourism providers from Augusta to Busselton getting behind the Margaret River brand for the first time.

The decision stems from a recent forum where the leading lights of the local and WA tourism industry came together to debate how to tackle the region’s declining tourism market.

The co-operative approach was declared a watershed moment for the local industry, with the Augusta-Margaret River Tourism Association and Geographe Bay Tourism Association to lead development of a joint marketing strategy.

The move will see a third party marketing consultant sought to lead the push, though AMRTA chief executive Simon Ambrose said the new position was distinct from a Margaret River brand ambassador position now in the final stages of recruitment.

“Capitalising on collaborative opportunities is a major tourism priority for the area and a regional brand strategy will be integral to our ongoing success as a destination” Mr Ambrose said.

The character of individual towns would be retained in a process that would see extensive consultation with providers and consumers, he said.

GBTA chief executive Simon Taylor said the Capes region attracted the most visitors outside of Perth.

“It would be remiss of GBTA and AMRTA if we did not to look at ways we can deliver even better outcomes for members, the community and visitors,” Mr Taylor said.

The March forum was held following a push from an independent lobbying body called the Margaret River Marketing Co-Op, which devised a promotional campaign called Live It Up that was now unlikely to be the model of choice.

The Co-Op was formed by Margaret River marketing professionals, including Amanda Fay, with the support of a number of key tourism and wine businesses who believed it was time to take the bull by the horns in addressing the shortfall in marketing for the region.

“We believe this new direction will prove of great benefit to the region and fully supports the objectives of the Co-Op to create a unified approach to marketing with all stakeholders,” Ms Fay told the Times.

“The model, led by the associations and steered by key stakeholders, will bring about a regional brand and destination marketing strategy that is vitally important to delivering the next spike in tourism.”

Mr Ambrose said the Co-Op would have a seat at the round table.

The two tourism associations would now seek external funding for their proposals.