Brand Voice, Marketing Framework, Key Audiences, Journeys & Messaging, Go-To-Market Strategy, Recommended Brand Activations

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Snowy Valleys Marketing Strategy Brand voice, marketing framework, key audiences, journeys & messaging, go-to-market strategy, recommended brand activations, leveraging key events and partnerships, indicative marketing executions, implementation recommendations What’s inside

Following this page, you’ll find a marketing strategy for driving visitation to the Snowy Valleys. This is not about simply planting the message: visit Snowy Valleys. It’s about defining the product that is the Snowy Valleys for and finding a market for it. The Snowy Valleys isn’t one singular experience or attraction that will draw visitors, but rather a combination of experiences across the region - so a key component of the strategy is how to package these experiences in a way that makes sense to outside visitors.

Changing behaviour (driving visitation) is no small task, and this strategy won’t be successful unless this effort is bigger than individual businesses, and bigger than the council - a true partnership of community, council, and neighbouring regions.

The destination brand strategy positioned the Snowy Valleys.

This marketing framework about helping make decisions that allow council to facilitate and experiences that are quintessentially Snowy Valleys, guide visitors from one experience to another, and helping council and community reach the right people who’d be excited about the kind of experience the Snowy Valleys can offer.

As a result of this positioning this document defines: who will we speak to, what touchpoints will we reach them on, and what will we say to them?

• Key audiences, journeys and messages • Go-to-market strategy incorporating media mix — owned (website, signage, print etc) • Recommendations for brand and marketing activations • Recommendations for leveraging key events and partnerships Contents

1. Understanding our audience 2. Understanding how we’ll reach our audience 3. Understanding how we work with partners and the community 4. Understanding how we communicate 5. Packaging up what we’ve got 6. Deciding what to say Understanding our audience Key audiences

Soft Adventurers* Campers / Roamers Foodies

Have an adventure in a Find a place to ‘get away from Have authentic, one-off beautiful place. it all’, peace and quiet, change experiences with food. Goal of pace.

Information on where to go for To learn about produce in the Proximity to nature. Photos of area specific activities - i.e. cycling tracks, region, meet the makers where - when planning trip. Suggested Needs camping spots, or guides for particular possible and have one-off routes for different itineraries. An activities that require tourism experiences with food, wine and idea of how difficult activities are - operators beer. especially if with children.

• Unclear marking and way-finding • Description versus reality of natural • Navigating a large area - what’s • Limited food & accomodation beauty - where are the really the ideal ‘foodie’ tour of the area? options beautiful spots? • Limited food & accomodation Pain Points • Lots of ground to cover and lots of options - produce is grown here potential camping, hiking, walking but hard to find cellar doors etc spots - which to choose? • Plan trips with others - it’s • Bring supplies with them, but may • Want one-off experiences partially a social endeavour need to top up on them • Share photos of their trip Behaviours • Share photos of their trip depending on how long they stay • May return year on year with regular events / activities or friend groups * Our main target Customer journey, key touch-points and job to be done to drive visitation

Grassroots Tourism Website Printed visitor Signage & Way- Merchandise / —JOB TO BE DONE: Give outreach potential visitors the collateral finding souvenirs —JOB TO BE DONE: Guide information needed to book a —JOB TO BE DONE: Package —JOB TO BE DONE: Cleary —JOB TO BE DONE: Give visitors through the area - trip to the Snowy Valleys. activities, events and mark key natural features to locals and visitors a souvenir help them find additional experiences in the region by visit, town entrances, and to mark time spent (however activities to do, places to eat, season and by activity to help camp sites etc short) in the Snowy Valleys - things to see visitors get the most out of and cause other people to their visit to the Snowy consider visiting. Valleys Social Media —JOB TO BE DONE: Give potential visitors the information & photos needed to book a trip to the Snowy Valleys. Touch-points

Key Events —JOB TO BE DONE: Support existing events with collateral and marketing in order to increase awareness of Snowy Valleys

Consideration Planning the trip Arrive in the Snowy Valleys Experience Leave the Snowy Valleys Recommended brand and marketing activations

1. Develop printed collateral (Seasonal guides to the Snowy Valleys, activity — Establish regular posting schedule, key hashtags, and guest posts to based guides) highlight the seasons, local producers, and things to do in the Snowy — Map seasonal events, activities and experiences for seasonal guides and Valleys produce a seasonal zine for marketing — Develop relationships with neighbouring councils & other partners (i.e. — Gather content and produce evergreen interest-based guides for key Destination Riverina Murray, Destination NSW) in order to regram content, activities (cycling, fishing, camping, etc.) to place in visitor centre and in cross promote events and reach new audiences neighbouring regions — Like with the website, high quality imagery and video will be key to the — Produce regional Snowy Valleys map with key features, walks, and impact of Snowy Valley’s digital presence attractions to help visitors navigate 4. Develop merchandise starter pack 2. Build library of high quality video and photography (Photos, — Launch merchandise to celebrate individual town diversity under the banner photography, drone footage, and community footage) of Snowy Valleys region — Develop regional video to be used on website, social media and grassroots outreach 5. Launch brand to community — Develop photo library for use in printed and digital collateral — Launch party - release merchandise, video, photos signage and introduce council support for local organisers and operators who are driving visitation 3. Establish digital presence (website, social media & cross promotion) to the area — Develop tourism website to help visitors plan trips to the Snowy Valleys — Could coincide with an existing festival or market and be set up as a photo — Incorporate ‘what’s on’ from an event perspective as well as including exhibit, etc. information from the interest-based guides (cycling, hiking, camping etc) & bookings for accomodation etc. would also need to be included in this 6. Launch council support to key community members — High quality imagery and video will be key to attracting visitors — Articulate clearly tiered Council support structure for locals looking to drive — Establish regular ‘what’s on this season in the Snowy Valleys’ e-newsletter visitation to the area (website, printed collateral) — Develop social media strategy to include Instagram and Facebook events — Establish regular mechanism for gathering event information from event organisers (could be as low-fi as a closed, dedicated FB group) Understanding how we’ll reach our audience Marketing framework

1. Use brand to highlight the region’s diversity while driving attribution to Snowy Valleys 2. Use the seasons to package activities in the Snowy Valleys 3. Guide visitors by interest 4. Celebrate local pride & look to locals to lend a hand Go-to-market strategy

Business Marketing Marketing Marketing Key Objective Needs goals strategy Actions

What the The top areas of focus What marketing will The approach How the marketing company wants to for marketing contribute to business marketing takes to strategy will be achieve. leadership. objectives. achieve its goals. executed.

Drive visitation to • Highlight the region’s • Find, reach and cultivate • Implement a unified brand • Partner with adjacent diversity but ensure audience that has an system highlighting regions and tourism bodies the Snowy attribution goes to Snowy awareness of what’s on in diversity • Ongoing event outreach Valleys. Valleys the Snowy Valleys and • Map seasonality to package and marketing - see Key • Package what there is to do what is on for them. the activities focused on Events to Leverage in the Snowy Valleys • Find opportunities to work soft adventurers • Recommended activations - • Guide people through a with the locals who are • Create year round regional see next page range of activities in a already reaching visitors guides based on activity diverse region • Build relationships with • Support this position with • Celebrate and leverage adjacent regions and marketing communications local pride tourism bodies • Communicate role as community supporter and facilitator of new experiences Understanding how we work with partners and the community Council’s role vs. community role in activating brand

Council’s role: facilitate visitation to the area by providing support to events, initiatives and experiences that bring visitors to the area

COMMUNITY’S ROLE COUNCIL’S ROLE Founding events & Facilitating events & experiences experiences

—Found new events —Reach more people by —Administrate, market packaging community operate and attend events as seasons events / exp. —Support key events —Foster a collaborative with grassroots business community marketing —Introduce pathways for entrepreneurial locals Recommendations for leveraging key events

Provide tiered council support for locals driving visitation to the area.

Events, one-off experiences Tourism operators

Tier One Tier Two Tier Three Made in the Snowy Valleys

Co-promotion of event or Financial support from Listing on seasonal ‘what’s on A program that gives local experience from SVC to Council, listing on seasonal in Snowy Valleys’ brochures operators collateral, external audiences, Financial ‘what’s on in Snowy Valleys’ and website. messaging and tools to tell support from Council, listing brochures and website. the Snowy Valleys story to on seasonal ‘what’s on in their customers. Snowy Valleys’ brochures and website Recommendations for leveraging partnerships

Cross promotion through high quality photography, videos, collateral & experiences to adjacent councils and tourism bodies.

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RANG RANGE Ex: Regional video for West Coast Tasmania, currently the best of what’s in season in the Snowy on display in being shown on Spirit of Tasmania ($0 advertising) Valleys - photography, food, merchandise and regional airports what’s on in the area Packaging up what we’ve got Packaging up what we’ve got

1. Map events, experiences and events by season 2. Pick events which drive visitation (or could drive it in future) 3. Locate key audiences in nearby markets 4. Provide seasonal collateral appropriate for event and audience Example - Step 1

Summer Autumn Winter Spring

Rosewood Roundup CiderFest Hume & Oct 26 - 27 Tumut Cycle May 18 Hovell Ultra Classic Rock the Turf Jan 13 March 23 Marathon Dec Oct 12-13 Jan

Tumbafest Tumbarumba February 23 Lanterns on Food & Wine the Lagoon Festival SVC Cycle Challenge Sept 21 Nov March 24

1. Map visitor events, experiences and activities by season. Ask: what festivals are on? What activities are popular this time of year? What produce is in season right now? Example - Step 2

Rosewood Roundup CiderFest Hume & Oct 26 - 27 Tumut Cycle May 18 Hovell Ultra Classic Rock the Turf Jan 13 March 23 Marathon Oct 12-13 Jan Dec

Tumbafest Tumbarumba February 23 Lanterns on Food & Wine the Lagoon Festival SVC Cycle Challenge Sept 21 Nov March 24

2. Pick events to support which attract (or may attract) visitors. Ask: when is visitation highest? What ‘holes’ exist in the event calendar that could be supplemented? Example - Step 3

Search - what running groups are nearby? Who’s influential in this Where’s the official event information? —Canberra, Wagga, etc —Ultramarathon and trail running websites —Running stories space? —FB events. If organisers haven’t already - set up events as FB events. —Instagram influencers —Instagram is good for this —Running store owners, athletes, coaches This is an easy way to spread the reach of an event (and share pictures and video of the Snowy Valleys!) Share collateral - guide to running & hiking in the —Posters Snowy Valleys —Website —Share photos & video for clubs to use on their social media —Posters for running stores

3. Locate key audiences in nearby markets. Ask: where does my target hang out, who are the leaders in those places, and where are they accessing information? Example - Step 4

Ask: What would be useful to this Ask: How can we help show the best of Ask: How can we make the audience in making a decision to visit the Snowy Valleys? —Not all event organisers will have photos or collateral for marketing the most of the day?! SV? Snowy Valleys - this is a way for Council to drive awareness of the Snowy —Share photography, instagram, and stories from —Share collateral - guide to running & hiking in the Snowy Valleys Valleys without organising their own events the day on social media and if possible - begin —Share photos & video for clubs to use on their social media —Provide cut down snippets of aerial footage of the Hume & Hovell documenting events in the Snowy Valleys in the —Provide posters for running stores —Provide brochures for race bags - seasonal & activity guides brand’s photography style to use in future marketing. Follow Gears and Beers on Instagram for a good example of this. —Where possible, survey visitors who have attended key events. 4. Provide collateral around season, event, and experience. Ask: What does this audience need to make a decision and have an amazing experience in the Snowy Valleys? Deciding what to say Key messages by audience and touchpoint

Target Audience Key Message Key Touchpoints

For time immemorial, wanderers have climbed our mountains, explored our valleys, and Tourism website fished in our crystal-clear streams– but only as the seasons dictated. Festivals / event advertising Signage & way finding Soft Adventurers Seasonal zine That tradition continues today. Visit the Snowy Valleys, and find out what adventure Activity guides experience is in season. Regional map

In the city, it’s easy to feel apart from life’s natural rhythms– but not here. Here, you can Signage & way finding immerse yourself in nature– from the crisp alpine winters by a crackling campfire, to the Tourism website vibrant spring given life by freshly-melted mountain snow. Festivals / event advertising Campers and Roamers Activity guides Seasonal zine Visit the Snowy Valleys– because whenever you visit, an idyllic natural experience will be in season.

The crispness of an alpine apple. The subtle notes of a mountain valley wine. The unmatched beauty of a farm-to-table steak dinner under the stars. These aren’t Festival / event advertising experiences that can be mass-produced. Tourism website Foodies Seasonal zine Activity guides They can only be enjoyed in small batches, on nature’s schedule. But that’s what makes Seasonal zine them great. Visit the Snowy Valleys– and find out what’s in season. Appendix - Indicative Examples of Marketing Executions Indicative examples of marketing executions - printed collateral

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CONSERVATION AREA e 1001 W 10

y a w Med v 13 i 16 Mt Cattley River River DUNORLAN R River Mersey 19 LEMANA

SAVAGE Lake 30 C137 RED HILLS r

Creek C247 Yellow Cr R 170 CAVE NATIONAL PARK MONTANA y Blackguards Que R Bulgobac LAUNCESTON Hill 295 amsa 12 1420 GWTCA CAVESIDE

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George MT OSSA Mersey Mt Heemskirk RANGE WALLS OF JERUSALEM R L Plimsoll L Selina CRADLE MOUNTAIN 1617 Chalice Three L Ada L Westwood Lake Arm GREAT PINE TIER Lake Myrtle Lake River L Julia ver Lake 5 Eldon Ri Cloister Meston Mt Agnew OVERLAND Double LIAWENEE 36 Creek Wallace Lagoon Cumberland 846 Mt Dundas TRACK Lagoon Lake COAST L Rotuli L Flora Lake LAKE ST CLAIR NATIONAL PARK C248 W Mt Tyndall Junction L 03 SPRAY TUNNELDundas Rolleston River Orion Ling Roth Ls L 10 River B28 Pine Mt Zeehan TRAVELLER RANGE Lakes L Naomi Little Rt L Farrell ZEEHAN PART OF TASMANIAN WILDERNESS Olive Little TRIAL HIGHWAY L Malbena River L Payanna River 18 River Norman Pine Henty Eldon Peak NATIONAL PARK River HARBOUR PROFESSOR WORLD HERITAGE AREA L Fergus DU CANE RANGE Henty WEST L Lenone Little RANGE Lake 1439 Eldon Spicer Lake Bluff Little Pine River Margaret PART OF TASMANIAN WILDERNESS Nive Lagoon B27 HENTY Lake South RiveHISTORICr Beatrice GLACIAL Eldon River River 46 LAK L Ina R Badger WORLD HERITAGE AREA W iver MORAINE POWER STATION ECHO POINT E Lake Travellers

35 10 WALK Sappho Rest Henty olande R Y ST IRON BLOW 1449 Lake River s L Petrarch

s MT OLYMPUS

entine Ck entine p r Henty 3 LOOKOUT e W Se c Patons CLAIR LINDA BURBURY in Dunes Pr W Clarence Pine R Lagoon Tier GORMANSTON 08 River Shadow W Lagoon 06 NelsNELSONon FALLS Ri Lake

RANGE Western iver NATURE WALK River 23 r R Algonkian L Daphne

GORDON Plains Birthday Go RIVER Jane rdon ROAD Bay Rive NATIONAL PARK Birchs ELLIOT RANGE Wylds Craig 1339 Goodwins Gell Lake NORWAY RANGE WALES Repulse MAIN ROAD Peak PART OF TASMANIAN WILDERNESS

River

Inlet

Modder 0F

R RIVE Misery Varner River V

GORDON RANGE WORLD HERITAGE AREA ale Of Rasselas Bay DENISON RANGE Plateau L Curly Repulse R River GRAVEL ROAD River

River River River Mt Humboldt s PRINCE Sorell Hibb Denison

FRANKLIN Pokana

ICON KEY Smit Broad HIBBS PRINCESS RANGE BAY Maxwell SOUTHWEST h 734

CAMPING ICON Florentine

PT HIBBS r Rive Mt Lee

NICHOLAS RANGE

KING BILLYR RANGE

r River Rive FISHING DAM THE PLEIADES SPERO Sprent TBC BAY Spero Truchanas Huon AIRPORT SCENIC LOOKOUT Pine Forest Endeavour Bay Clear Hill W CONSERVATION Lake CARAVAN WALKS r Lake TIGER RANGE Belton Dobson Rive Tim Shea Wanderer TWELVETREES RA 952 River Olga LAKE OLD MINE HAMILTON RANGE SA Hales

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River K

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GORDON R

River Y SENTINEL RANGE

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River PROPSTING RANGE FOLDED RANGE

Dodds

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l Mt Frederick b i Creek G Piners Pk Pine River NYE BAY 696

River WEST S PICTON RANGE River LOST PORTAL Lake WORLD 1160 PLATEAU Cracroft Gorge

White Horse Mt Norold Plains Ripple Mtn FEDERATION PEAK

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RANG

RANGE Indicative examples of marketing executions - photo & video library Indicative examples of marketing executions - digital presence Indicative examples of marketing executions - merchandise starter pack

!27 Indicative examples of marketing executions - Made in the Snowy Valleys community program

—A mechanism for local operators to put the Snowy Valley’s stamp - literally and figuratively - on their products or shops —Program could be run by council and act as a mechanism to gather information from operators to be listed in seasonal guides —Participants could also gain access to sell Snowy Valleys merchandise (totes, tees, etc) —Also creates opportunity to celebrate individual towns while also attaching them to the overarching regional brand Thank you