Norfolk Tourism Brand Creatives

Revise the existing Norfolk Island destination Brand Creatives to help evolve the brand while being fully aware of the sensitive nature of the overall tourism industry on Norfolk Island, and exactly how the digital assets would be adopted and integrated. ‘There’s more to Norfolk Island’ is the Core Message that needs to be completely encompassed in the brand creatives. ‘360 Degrees of Wonder’ is the USP. Basically the job was to move the brand forward while sticking closely to the destination brand documentation, brand strategy, destination Core Message and USP. Norfolk Island Tourism is responsible for destination awareness marketing for the Norfolk Island destination and in addition they work with a broad range of tourism stakeholders of all kinds to promote Norfolk Island. As such the brand creatives need to be very accessible, very easy to interpret and use, but also reflect the destination aware that it will become the visual anchor of most consumer facing marketing through many different channels. We overcame this by creating comprehensive documentation, very clear digital assets and we accompanied that with a 7 minute video with motion graphics and visuals as an educational tool. The video was presented at an official launch to Tourism Industry stakeholders and it has been a wonderfully fulfilling project. Viewable below as full 7min video or elements on separate Portfolio Page.

DIFFICULTIES AND CHALLENGES

The challenges of a brand creative suite that has to be so accessible like this is that consideration has to be given to a plethora of outcomes. It has to be easy to use, easy to understand, yet striking and complex enough to reflect the destination as a whole. Ticking all those boxes is a challenge but more than that, creating something that will be accepted and adopted by the industry is critical because with destinational branding, because if it is not endorsed by the industry then its goals are not achieved. In addition we needed to be sensitive to the fact that integrating this brand creative would naturally take time to filter through the many marketing channels and outputs where it would end up, and where existing branding was already in place. With a small destination like Norfolk Island and considering the sensitivities of the travel market, we wanted to modify the brand while keeping some level of recognition with the previous brand iteration because maintaining the destination’s momentum in marketing was critical to ensuring that this was a positive step forward, and did not create mixed messages in the market place for the consumer.

IMPACT AND OUTCOMES

The impact is we have a refined brand creative suite or the Norfolk Island destination that reflect the Island, its Core Message and promise to the visitor and Unique Selling Proposition. The digital assets and guidelines documents have been circulated to a huge number of Tourism stakeholders to integrate into their own marketing, as well as being the visual face of Norfolk Island Tourism’s own marketing and the destination as a whole. But in a way that reflected and complimented the existing brand collateral at the time. The brand creatives have been put together in such a way that they are accessible, and they have been very well received, and have been applied to magazine and newspaper adverts across Australia as well as adverts for publications that have travelled around the world, videos, websites, social media pages and posts, internal marketing, on island marketing, destinational marketing booklets and many promotional and retail items and much more. The video presentation we made was used as an industry tool to communicate the new brand creatives.