Friday, 31 August 2012 09:30

Re-branding South Australia

In 2009 I floated an idea which was brought to my attention by a senior international marketing executive who does a lot of work for South Australia (see article below).  He raised a valid point in that we do need to think about our branding in this State. We need to make people overseas not only aware of where we are but also who we are.  A brand is not just a logo, it represents a set of values and beliefs that tell a story about who we are, what we strive to be and how we want to be viewed by others.


Developing a clear brand in South Australia could potentially attract millions of tourists who have never heard of the State.  I believe that the future of South Australia is in the 'experience industry' - the arts, sports and tourism - and they employ more people than the motor vehicles and mining industries put together.  If a clear brand helps to keep these jobs within the State then we need one that says, "Come and experience South Australia".


In June 2012, the Economic Development Board invited companies, both national and international, to bid for the contract to rebrand the State.  They called for companies with demonstrated experience in creating and developing a high profile brand.  In the meantime the Board is seeking engagement with interest groups here, interstate and overseas to work out how South Australia is perceived and who we need to appeal to. 

If you would like to share what you think is unique about our State or find out more visit; http://brandingsouthaustralia.sa.gov.au/?page_id=16 or the Branding South Australia Facebook page https://www.facebook.com/YourFutureSA.


19th August 2009 

I want to float an idea which cuts to the heart of who we are in South Australia.  It was raised with me by a senior international marketing executive who does a lot of work for South Australia. He raised a valid point in that we do need to think about our branding. We need to make people overseas aware of where we are.  When you ask people if they know anything about South Australia, they say ‘Where’s that? Is it next to Melbourne?’ It’s the old story.

We need to be identified and it wouldn’t be our first name change. In 1627 the Dutch explorers called South Australia ‘Pieter Nuyts Land’, then in 1802 Baudin called it ‘Terra Napoleon’. It was only in the 1830s when it became South Australia. Now, the issue is about our identity. The biggest event we have in South Australia is the Tour Down Under and their website says ‘Adelaide, Australia’ it doesn’t say ‘Adelaide, South Australia’. 

We need to get the message out there saying this is where we are, this is who we are, come and see us because there’s a huge opportunity with millions of tourists coming from around the world in the future.  The 100 million people who will be travelling from China and India and other parts of the world in the next 10 or 20 years want to know where they are coming; they hear of South Australia, but which part? Is it Melbourne? Is it Adelaide? I want them to come here because they’ve got big money to spend and they want experiences that are unforgettable.  We’ve got them here and if you provide five star experiences you’ll have five star jobs, five star wages and this economy will really kick along for the future. Whether it’s the Tour Down Under, whether it’s the Flinders Ranges or whether it’s Kangaroo Island, which is probably better known than the rest of South Australia.

We’re not the southern most state on the continent. It’s a geographical description but it’s not really a location or a destination. South Africa is the bottom tip of South Africa. South Australia is the bit at the bottom in the middle if you know where that is.  Queensland, New South Wales, Victoria, Tasmania and even Western Australia - they are names that people recognise. Western Australia really is almost the western half of Australia, Queensland, New South Wales, Tasmania, Victoria - they are locations that you would identify by that name. South Australia, well where is it? I know where it is and I’m proud of it and I want people to come and see it.

What about an Aboriginal name?  Canada has Saskatchewan - a fantastic name.  Is an Aboriginal name a practical idea?

I don’t have any particular agenda - but whether it’s South Australia, whether it’s Adelaide, what I do know is that the future of South Australia is in the 'experience industry' - the arts, sports and tourism - and they employ more people than the motor vehicles and mining industries put together.  We need to keep those jobs here and we need to say, "Come and experience South Australia".

I would be interested in your comments.

Duncan

Read 26209 times Last modified on Wednesday, 17 December 2014 15:34

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