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New ‘High Country Crafted’ brand to boost tourism in Mansfield Mt Buller region
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Mansfield Mt Buller region’s new ‘High Country Crafted’ product brand, which was launched yesterday, will provide a powerful boost for businesses which want to promote a unique High Country experience for the increasing number of visitors to the region.
The distinctive brand, which has been commissioned by the Mansfield Shire Council in consultation with an industry working group, also provides a unified promotional platform for tourism and special event marketing in Australia and overseas.
The High Country Crafted brand was created by specialist tourism marketing consultancy TWP Marketing and Communications, and has been designed to work in synergy with the established Mansfield Mt Buller destination branding. It will also promote the towns and villages of the region, with versions initially for Mansfield, Mt Buller, Jamieson, Tolmie, Merrijig and Barwite, according to Cr Marg Attley, Mayor of Mansfield Shire Council.
“The High Country Crafted brand creates significant promotional opportunities at all levels of industry,” Cr Attley said. “It will identify the growing range of distinctive local wine and food experiences for visitors, and at a national and international level will provide the Mansfield Mt Buller region with new impetus and credentials for tourism and event marketing.
“Mansfield Shire has a growing wine industry with 6 labels, and an expanding food and produce sector with more than 20 producers. They see excellent growth potential, but recognise that far more can be achieved for all businesses if a collective approach is taken.”
The branding includes a suite of striking sales material, including wine labels, produce stickers, wine bottle hanger, café blackboard sticker and restaurant table card. TWP Marketing has also created a style guide to ensure consistency in reproduction that will build brand value.
As operators adopt ‘High Country Crafted’ in their packaging, brochures and marketing, the brand will become associated with the unique flavours and experiences of the High Country, according to David Roff, CEO of the Mansfield Shire Council.
“The development of this program, after devastating bush fires and in the face of the current drought, shows the resilience of the local tourism and business community,” Roff said. “Our consultations with them have shown that they are ready to grasp the better business opportunities that collaboration offers, and the better tourism experience that will be provided to visitors to the region.”