History was made in the Margaret River Region in Western Australia last night, with the official launch of the new Margaret River Busselton Tourism Association (MRBTA).
The MRBTA is the product of two previously competing entities, the Augusta Margaret River and Geographe Bay Tourism Associations, joining forces and entering a new era in tourism.
The Your Margaret River Region brand mark is constructed of five thumbprints, from five individuals. Each print represents one of five groups of experiences that can be had in the region.
These five prints meet in the centre of the mark, representing the region as one of the very few places in the world where all of these experiences can be enjoyed. While the prints change, the structure remains the same, creating a symbol that expresses both the diversity and the connectedness of the community.
The MRBTA Chief Executive Officer Pip Close said the logo is unexpected, creative and ever-changing – much like the region itself.
“Your Margaret River Region offers you the opportunity to fill your day with as much, or as little, as you desire – we provide the experiences and you mix and match them into lasting memories,” said Ms Close.
“Importantly, the new brand provides a united voice for our region, and uniquely positions us against our competitors,” said Ms Close.
Block Branding Co-Founder and Creative Director, Mark Braddock, highlighted that one of the features of the Your Margaret River Region brand is that it is ‘open-source’.
“It has been created, quite literally, by the community, members of which have ‘donated’ their thumbprints to create the symbol in all its infinite variation,” said Mr Braddock.
“More than a logo, the brand mark is the visual expression of an idea – it’s a symbol of individuals coming together to create unique memories and experiences in a very special part of the world,” said Mr Braddock.
The new brand is reinforced by a new destination website, which goes live later today. The new website has a strong focus on authentic, experiential content from local writers and photographers to engage visitors and tell the story of Your Margaret River Region.
“We are moving away from the static ‘brochure’ model and focusing on fresh, dynamic content to provide genuine insights into the destination and to build trust with visitors,” said Ms Close.
The launch function was held last night at Willy Bay Resort’s spectacular new function centre.
Guests were served local wines, craft beers and canapes made from outstanding fresh local produce, as part of an exclusive menu designed by the newly formed Margaret River Hospitality Group’s Executive Chef Tony Howell.