WESTERN WILDS

A TOOLKIT FOR INDUSTRY

DISCOVER MORE ABOUT THE WESTERN WILDS

WESTERN WILDS A TOOLKIT FOR INDUSTRY 1 DISCOVER MORE ABOUT WESTERN WILDS

A WILDERNESS STORY

The Western Wilds will be famous for the Tasmanian wilderness story. This story is not just about physical wilderness and nature, but about people’s relationship with that environment.

Wilderness stories around the climate, conservation, industry, fauna and flora will inspire travellers as they experience their own revelations about their relationship with wilderness.

CONTENTS

Our Commitment to the Journeys Our Journey Approach Our Strategy Our Brand Story Bringing Our Brand to Life Our Story Telling Approach A Region to Explore (Wayfinding)

2 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Queenstown, Flow Mountain Bike WESTERN WILDS A TOOLKIT FOR INDUSTRY 1 OUR COMMITMENT To THE JOURNEY

FOREWORD FROM THE PREMIER

The Western Wilds drive journey will get our visitors off the beaten track and make sure more people experience ’s fascinating and spectacular west. We are inviting our visitors to experience western Tasmania in their own way and in their own time and giving them the tools to do so. The Tasmanian Government has supported the development of this initiative in partnership with local government and the tourism industry. Those planning to tour western Tasmania will find the necessary information and local knowledge to help make travel decisions based on their needs, holiday timeline, budget, and interests. And when the journey becomes part of the experience itself, travellers slow down and spend more time in a region. Thank you for playing your part in the unique experience of the Western Wilds journey.

2 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Looking over , Paul Fleming WESTERN WILDS A TOOLKIT FOR INDUSTRY 3 All successful journeys offer the traveller a clear and compelling reason to engage. While every journey is layered with multiple and diverse experiences, it will be what the journey is famous for that draws attention, motivating people to start planning and, ultimately commit to a journey that inspires them.

This compelling theme needs to connect with the heroes of a region, and has elements that together make a region distinct from others – a space the journey can own with uncompromising confidence.

THE WESTERN WILDS WILL BE FAMOUS AS THE ICONIC TASMANIAN WILDERNESS JOURNEY

4 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Philosopher Falls, Jess Bonde WESTERN WILDS A TOOLKIT FOR INDUSTRY 5 There are several ways OBJECTIVE this strategy will enhance Western Wilds is a journey of discovery the success of the new through the powerful wilderness stories of Western Wilds: western Tasmania. • Interpretative Storytelling (Story Stops) - The Western Wilds compels travellers to take Interpretative features & experiences called more time, slow down and explore further Story Stops on the journey will enhance throughout western Tasmania. In partnership the connection between a traveller, people with local government and the tourism and place, providing focus points that not industry, the Western Wilds is supported only strengthen the depth of connection, by the Tasmanian Government through the but slow people down on the journey and Department of State Growth, Tourism Tasmania stimulate social sharing. and the Tasmania Parks and Wildlife Service. • Wayfinding Signage -While wayfinding signage has its place on a journey, it is, in many ways, flying in the face of the new world for travellers. If the traveller seeks STRATEGY self-discovery, feeling like they are off the beaten track and forging their own path, The following core strategies too many wayfinding signs will detract from have been adopted in shaping this experience. • Marketing Partnerships – Promotion of the Western Wilds plan: Western Wilds at home and also to our • Position the Western Wilds brand as the interstate visitors is through the state’s famous Tasmanian wilderness journey key marketing bodies – Tourism Tasmania, Destination Southern Tasmania and Cradle • Structure the journey area based on ‘where Coast Authority – in partnership with the western wilderness story lies’ instead of Parks & Wildlife, local Councils, local a structured, point-to-point road trip Tourism Associations and industry. The Western Wilds will be infused into existing • Add depth to the brand experience (on programs and assets to ensure its journey) by engaging travellers in the rich continued focus in the market place. human story of western Tasmania and their connected relationships cross-journey • Interactive Website - With the majority of travellers pre-committing to a broader • Deliver tools and platforms to empower region before arrival, an advanced and industry and community engagement, intuitive website is also an essential self-propelling the journey over time. ingredient for the success of a modern journey. • Industry Involvement - Journeys need to be owned and embraced by the people, communities and businesses along the way. This ownership will grow over time, enhanced by the connectivity, both in person and online, that drives traveller engagement. There are tools and frameworks for the community and businesses to join and contribute to the journey’s story.

6 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Mt Murchinson, Jess Bonde WESTERN WILDS A TOOLKIT FOR INDUSTRY 7 WESTERN WILDS IS ALL ABOUT DISCOVERY AND TAKING THE ROAD LESS TRAVELLED

OUR BRAND STORY IMAGERY THAT The Western Wilds offers an experiential TELLS A STORY narrative of the incredible wilderness of IF YOU’RE NOT western Tasmania. As visitors embark on Our imagery reflects the Western Wilds this journey, they will become part of an brand story and personality. The hero of the LOST, YOU’RE epic story that unfolds as they travel, with Western Wilds is the wilderness story, with snippets and chapters being revealed at natural, cultural and human components. NOT HERE each stop along the way. The sheer beauty of the Tasmanian wilderness provides endless opportunities for stunning Western Wilds is all about imagery, but the tone of the images should MORE TREES, always communicate the idea of the journey discovery and taking the and the epic story – of discovery, connection LESS PEOPLE road less travelled. between people and place, the experience of being immersed in some of the most revered wilderness on earth, and the extraordinary DISCOVER A LOGO THAT human tales to be told. NOWHERE TELLS A STORY The Western Compass plays on the idea AN HONEST OFF THE GRID, that there is only one direction to go – west. TONE OF VOICE The visual identity references the compass ON THE ROAD guiding our travellers in the right direction. Our tone of voice is directive and opinionated. The core idea behind this concept has an Whether we’re describing the rugged terrain, offbeat humour in keeping with the western the people who thrive on the road less ADVENTURE Tasmanian attitude. The compass device also travelled, or calling out the experiences not fits easily into a broader and more versatile to be missed, we are straight up and proud TAKES TIME communications system that draws on the of just how remote and isolated western language and signage of being on the road. Tasmania can be. Off beat humour is an important part of our voice, in keeping with the western Tasmania attitude.

8 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: , Tourism Tasmania & Rob Burnett WESTERN WILDS A TOOLKIT FOR INDUSTRY 9 BRINGING OUR OUR BRAND

BRAND TO LIFEJCDecaux Posters Bumper Sticker JCDecaux Posters Bumper Sticker

JCDecaux Posters Bumper Sticker JCDecaux Posters Bumper Sticker

We are promoting Western The marketing program will include: Wilds here at home and to our • Dedicated website – interstate visitors through the www.westernwilds.com.au to launch in December 2018 state’s key marketing bodies – • Public relations – targeted publications Tourism Tasmania, Destination and communities of interest using key Southern Tasmania and Cradle influencers and journalists to generate

positive editorial coverage and curated third westernwilds.com.au Coast Authority – in partnership westernwilds.com.au party content westernwilds.com.au westernwilds.com.au 11 Sticht Street PO Box 63 11 Sticht Street Queenstown, PO Box 63 TAS 7467 with Parks & Wildlife, local Queenstown, P: 03 64 714 700 TAS 7467 E: [email protected] P: 03 64 714 700 When a visitor encounters E: [email protected] a Story Stop they need to When a visitor encounters 11 Sticht Street be rewarded with a good a Story Stop they need to PO Box 63 11 Sticht Street • Social media – a paid social media story that piues their PO Box 63 be rewarded with a good Queenstown, TAS 7467 interest, makes the smile, Queenstown, story that piues their TAS 7467 P: 03 64 714 700 brings a tear to their eye, interest, makes the smile, E: [email protected] P: 03 64 714 700 When a visitor encounters or promotes a conversation. E: [email protected] Dear Tom, Councils, local Tourism brings a tear to their eye, When a visitor encounters a Story Stop they need to Specifcally, each Story or promotes a conversation. Dear Tom, a Story Stop they need to campaign reaching our consumersbe rewarded with a good via be rewarded with a good Stop should... Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore story that piues their Specifcally, each Story et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore story that piues their • Tell a story of the location in a creative interest, makes the smile, Stop should... ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip interest, makes the smile, and interesting way, through an object brings a tear to their eye, /item, installation, artifact or even audio fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt • Tell a story of the location in a creative ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu brings a tear to their eye, or promotes a conversation. and interesting way, through an object Dear Tom, mollit anim id est laborum. or promotes a conversation. • Can be as small as something on the back Dear Tom, /item, installation, artifact or even audio fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt Specifcally, each Story of a restaurant menu, room compendiums, Each Story Stop will reuire mollit anim id est laborum. Specifcally, each Story Facebook and Instagram Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore through your tour commentary and Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam Associations and industry. Stop should... • Can be as small as something on the back separate consideration of the Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore Stop should... of a restaurant menu, room compendiums, Each Story Stop will reuire et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip interpretation materials. The themes for the Story Stops rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. reuirements depending on et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip • Tell a story of the location in a creative Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam through your tour commentary and separate consideration of the ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu • Tell a story of the location in a creative need to interpret one or more Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni and interesting way, through an object • Can be sculptural or incorporate a installation ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu interpretation materials. The themes for the Story Stops rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. and interesting way, through an object its sie, scale and location /item, installation, artifact or even audio reuirements depending on fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt of some form of the following themes in dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia need to interpret one or more /item, installation, artifact or even audio fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt • Can be sculptural or incorporate a installation mollit anim id est laborum. Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni some way. (HeroLocal) and location. dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore • Can be as small as something on the back its sie, scale and location • Reuse an existing structure or object(s), mollit anim id est laborum. Eachof some Story form Stop will reuire of the following themes in dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia • Can be as small as something on the back of a restaurant menu, room compendiums, Each Story sculptural,Stop will landscaping, reuire technological, et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem some way. (HeroLocal) and location. of a restaurant menu, room compendiums, structural, industrial, monumental, etc. As an owner of a Story Stop, through your tour commentary and separate• Reuse an existingconsideration structure or object(s), of the Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure through your tour commentary and separate consideration of the • Flaura/Fauna Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam interpretation materials. The themes for the Story Stops sculptural, landscaping, technological, rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem • Can be event based/linked organisationsbusiness reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum reuirements depending on interpretation materials. The themes for the Story Stops rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. structural, industrial, monumental, etc. As an owner of a Story Stop, reuirements depending on • Landscapes The Western Wilds will be • Can be sculptural or incorporate a installation need to interpret one or more • Flaura/Fauna Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure individuals would need to fugiat quo voluptas nulla pariatur? need to interpret one or more • Be iconic wilderness stories based on the site, its sie, scale and location organisationsbusiness • Can be sculptural or incorporate a installation • Indigenous Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni of some form of the following themes in • Can be event based/linked dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum its sie, scaleinformed and by and location inspiring to the local communities • Trade – to ensure our trade partners are • Landscapes of some form of the following themes in consider the following: dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia (HeroLocal) and location. • Reuse an existing structure or object(s), some way. • Be iconic wilderness stories based on the site, individuals would need to dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore fugiat quo voluptas nulla pariatur? (HeroLocal) and location. • Industry Regards, • Indigenous • Reuse an existing structure or object(s), some way. • Appeal to a wide range of visitor groups dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore sculptural, landscaping, technological, informed by and inspiring to the local communities et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem consider the following: sculptural, landscaping, technological, • Conservation/Environment et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem structural, industrial, monumental, etc. As an owner of a Story Stop, • Industry • If possible, be ‘shareable’ on social media, • Flaura/Fauna ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure Regards, structural, industrial, monumental, etc. As an owner of a Story Stop, • Get the local community on-board with the idea Western Wilds • Appeal to a wide range of visitor groups • Flaura/Fauna The overarching concept of Instagram, YouTube,Facebook, etc. ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure • Can be event based/linked organisationsbusiness • Conservation/Environment reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum • Landscapes • Can be event based/linked organisationsbusiness • Identifying the location, place marker and story reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum • If possible, be ‘shareable’ on social media, • Landscapes each Story Stop in the Western • Encourage visitors to seek out other Story Stops • Be iconic wilderness stories based on the site, individuals would need to • Get the local community on-board with the idea fugiat quo voluptas nulla pariatur? Western Wilds •The Indigenous overarching concept of Instagram, YouTube,Facebook, etc. • Be iconic wilderness stories based on the site, individuals would need to fugiat quo voluptas nulla pariatur? aware of Western Wilds and understand Wilds Project is to provide site • Include the Western Wilds logo • Permissions/Development Applications if required informed by and inspiring to the local communities consider the following: • Indigenous each Story Stop in the Western • Identifying the location, place marker and story informed by and inspiring to the local communities consider the following: integrated into existing • Industry • Encourage visitors to seek out other Story Stops interpretation and storytelling. • Funding • Appeal to a wide range of visitor groups Regards, • Industry Wilds Project is to provide site • Permissions/Development Applications if required • Appeal to a wide range of visitor groups Regards, • Conservation/Environment • Include the Western Wilds logo STORY STOPS ARE NOT: • If possible, be ‘shareable’ on social media, • Conservation/Environment • Site/location preparation interpretation and storytelling. • Funding • If possible, be ‘shareable’ on social media, Instagram, YouTube,Facebook, etc. • Get the local community on-board with the idea Western Wilds The overarching concept of Instagram, YouTube,Facebook, etc. • Get the local community• Graphics on-board panels (need with the to defiidea ne this further?) • Insurance if required Western Wilds STORY STOPS ARE NOT: • Site/location preparation The overarching concept of each Story Stop in the Western • Encourage visitors to seek out other Story Stops • Identifying the location, place marker and story each Story Stop in the Western • Encourage visitors to seek out other Story Stops • Identifying the •location, Interpreted place throughmarker and lengthy story text panels • Ongoing maintenance of story stop and how to sell it, communications and training• Graphics panels (need to defi ne this further?) • Insurance if required Wilds Project is to provide site • Include the Western Wilds logo • Permissions/Development Applications if required surrounding area/facilities Wilds Project is to provide site • Include the Western Wilds logo • Permissions/Development• About your Applications business if(unless required your business is interpretation and storytelling. • •Funding Interpreted through lengthy text panels • Ongoing maintenance of story stop and the story i.e. Paragon Theatre) interpretation and storytelling. • Funding surrounding area/facilities STORY STOPS ARE NOT: • •Site/location About your preparation business (unless your business is STORY STOPS ARE NOT: • Temporary programs and assets to ensure • Site/location preparation the story i.e. Paragon Theatre) • Graphics panels (need to defi ne this further?) • Insurance if required • Disrespectful/Divisive • Graphics panels (need to defi ne this further?) • Insurance if required • Temporary • Interpreted through lengthy text panels • Ongoing maintenance of story stop and WESTERNWILDS.DISCOVERY will be provided at trade shows and through • Interpreted through lengthy text panels • Ongoing maintenance of story stop and •surrounding Disrespectful/Divisive area/facilities • About your business (unless your business is surrounding area/facilities • About your business (unless your business is the story i.e. Paragon Theatre) WESTERNWILDS.DISCOVERY the story i.e. Paragon Theatre) • Temporary • Temporary • Disrespectful/Divisive Story Stops Guide Letter Head • Disrespectful/Divisive its continued focus in the the Tassie Specialist Program WESTERNWILDS.DISCOVERY WESTERNWILDS.DISCOVERY Story Stops Guide Letter Head

Story Stops Guide Letter Head Story Stops Guide Letter Head marketplace. • Visitor Centre collateral – The creation The long term approach is for all journeys to be of flyers, posters and Explore Southern → Western Wilds is all about discovery and the road less travelled → Our compass logo tells a story about what makes us unique but also plays on the idea that there is only one direction to go - West → We want travellers to get familiar with our brand and what it stands for → These stickers can be used a number of ways to create a bond with travellers and encourage A GUIDE TO NOWHERE SPRING 2018 A GUIDE TO NOWHERE SPRING 2018 them to spread the word Tasmania maps for Visitor Centres to → Feel free to apply to windows, water bottles, laptops, equipment, signs, phones, and people → Give them to your guests, visitors, and staff of your businesses incorporated into one handy digital portal. → Add them to your marketing collateral stands, in room compendiums, and menus Until this portal is in place, our microsite promote Western Wilds will allow Western Wilds to be promoted to • Airport collateral – utilising airport assets consumers, providing adequate planning time to promote Western Wilds Touring Route for visitors with the aim of seeing conversion in Much of the Wild Rivers landscape has been shaped by ancient glaciers and is FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. Much of the Wild Rivers located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed early 2019. SEO and SEM will support the site, camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area. camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area. • Integration with ongoing Tourism Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged. Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged. ensuring the Western Wilds is top of mind. Tasmania marketing program – Western Western Wilds JCDecaux Guide The site will feature awe-inspiring imagery and Wilds will be a regular presence in Tourism will focus on the stories that make the Western Tasmania’s ‘always on’ marketing program, Wilds unique. It just wouldn’t be the west featuring in itineraries, editorial content, without stories of the wilderness, mining and imagery, social media, and advertising industrial heritage, wildlife and of course the campaigns. abundant human tales to be told throughout Bus / Tram Stop Ad Train Station Ad Western Wilds.

Touring Route

Signage The Agrarian Kitchen Menu Shop Front Sticker Partner Stickers From Businesses Along The Western Wilds.

10 WESTERN WILDS A TOOLKIT FOR INDUSTRY WESTERN WILDS A TOOLKIT FOR INDUSTRY 11 HOW TO GET INVOLVED

• Get familiar with the Western Wilds brand and share it with your visitors – what does it stand for? How does this relate TOURISM TASMANIA to your area, your business? What makes the Western Wilds different and unique to @Discover Tasmania the other Tasmanian journeys visitors may experience? @Tasmania • Apply the same tone of voice to your own business’s marketing channels. @tasmania

• Apply the Western Wilds logo to your on-premise business collateral, eg. letterhead, brochures, signage, menus, and more. Also include the logo in your CRADLE COAST AUTHORITY digital presence such as your website and social media pages. Be sure to respect the brand by following the guidelines in the @Visit Cradle Coast Western Wilds Style Sheet. @visitcradlecoast • You can also share the journey experience in your marketing copy, through your choice of photography, by showing the Western Wilds logo on your marketing assets and by referring to the journey experience in your communications and social media. DESTINATION SOUTHERN TASMANIA • Make use of relevant images in the Regional Tourism Organisation’s content pool or @Hobart & Beyond the Tourism Tasmania Visual Library: https://visuals.tourismtasmania.com.au @hobartandbeyond • Follow these social media channels to see Western Wilds content:

Use www.westernwilds.com.au in your social media activity (after December 2018).

Keep us up to date with your stories and the new experiences by contacting Destination Southern Tasmania or Cradle Coast Authority.

12 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Montazuma Falls, Jess Bonde WESTERN WILDS A TOOLKIT FOR INDUSTRY 13 OUR STORY TELLING APPROACH

THE WILDERNESS STORY THEY ARE STORIES OF DRAMA AND We believe stories are the But western Tasmania’s wilderness story is also a collection of extraordinary human stories. ROMANCE THAT key to adding depth to the These are epic tales of an ancient Aboriginal visitor experience by engaging culture that thrived over tens of thousands of WILL CAPTIVATE, travellers in the rich human years; of tenacious pioneers from distant lands who overcame adversity and unimaginable ENCHANT, AND story of western Tasmania and challenges to build lives of meaning and their connected relationships, accomplishment in the untamed wilderness. COMPEL VISITORS cross-journey. They are intergenerational stories of connection with place, of astounding accomplishments, TO STAY LONGER, The Western Wilds reveals the powerful and deep connections to this most wilderness story of remote but accessible extraordinary of places. These are the stories TO FIND OUT western Tasmania. Naturally, this is a story of deep history and intricate culture, brave woven from the untamed, incomparably enterprises, pioneering courage, and grand MORE, TO TAKE beautiful and globally recognised wilderness visions that live on in the landscapes, towns landscapes of the west – the rainforests and and places of the Western Wilds. alpine plains, imposing mountains and deep UP THE SAME glacial valleys, wild rivers and windswept coasts and the unique wildlife of the Tasmanian ADVENTUROUS Wilderness World Heritage Area (TWWHA). SPIRIT AND The accessibility of this wilderness experience for visitors – whether that is on a EXPLORE. four-day walk, a drive-up river crossing, a cruise or a train journey – all add to the diversity WHEREVER THE and accessibility of the western wilderness experience. WILDERNESS LIES, THE WILDERNESS STORY EXISTS.

14 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Mount Farrell (Tullah), Jess Bonde WESTERN WILDS A TOOLKIT FOR INDUSTRY 15 OUR STORIES

We know that beautiful scenery, history, wilderness and nature are leading drivers for a Tasmanian holiday and we believe that western Tasmania has the opportunity to ‘own’ the ultimate Wilderness story… this is the story that sets the scene for the journey. We have developed a series of signature stories. These stories act as the central themes from which all aspects of the Western Wilds are delivered. Our signature stories or themes HOW TO are as follows:

• Inspiring Landscape • Unique Wildlife & Nature (Flora & Fauna) GET INVOLVED • Rich Aboriginal Heritage & Culture • Early Explorers & Pioneering • Come along to our Industry Workshops and see what storytelling interpretation • Industry – Hydro, Mining and Railway (Signature & Feature Story Stops) ideas • Conservation & the Environment. you can generate for your business, town or region. With help from many in the industry we have started to capture feature stories which align • Incorporate the idea of storytelling into with these themes. These feature stories form your business by adding a story to your the basis and inspiration for the promotion restaurant menu, room compendiums, and marketing of the Western Wilds as well as through your tour commentary and the story telling interpretation throughout the interpretation materials (Local Story Stop). journey (Story Stops). • Take a look at how we are using stories Local stories - there are some stories that will throughout our marketing campaign be created and activated by local operators (Consumer website and other marketing and community. This might be a story you read activities to be launched in December 2018). on a menu while eating a meal, a short story relating to an interesting artefact you have just discovered or even a story on the website or Facebook page of the business or region you are journeying to.

16 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: View from Mt Roland, Jess Bonde WESTERN WILDS A TOOLKIT FOR INDUSTRY 17 w A REGION

TO EXPLORE VISITORS TOURING TASMANIA ARE LOOKING FOR THE WAYFINDING SECRETS, THE UNDISCOVERED, THE HIDDEN TREASURES.

They value the exploration and surprise along the way. They are not looking for a fixed touring solution but the insights and tools to shape an experience their way. As such, we are taking a minimal approach to signage with the focus more on themed signage that will raise awareness and create a sense of arrival on the Western Wilds journey.

18 WESTERN WILDS A TOOLKIT FOR INDUSTRY Credit: Sunset on the , Tourism Tasmania and Rob Burnett WESTERN WILDS A TOOLKIT FOR INDUSTRY 19 Cover Credit: Cradle Mountain, Jason Charles Hill