Contents. Introducing Northern Tasmania

Transcription

1 Tasmania s North

2 Contents Introduction The State of Tasmania Promise Introducing Northern Tasmania Our Essence Our Purpose Brand Family Our Target How the Brand feels and sounds Style Guide Language Photographic Style Typography Style Colour Palette Introducing Northern Tasmania Shared Attributes At our heart is a charming city of character in a region full of characters offering an eclectic collection of boutique experiences. It s a culture where conservative contradicts offbeat. You re made to feel special here, where you don t just savour the end product; you re given the freedom to live part of its story, to understand what you re consuming and why it is how it is. Brand Book Tasmania s South North 2 Brand Book Tasmania s South North 3

3 Brand Positioning Our Promise: Tasmania rewards a rich journey of discovery. The State of Tasmania Promise This is the core benefit we offer our Life Long Learners. They seek more from life, and Tasmania promises them the chance to be immersed in the moment, to see the possibilities in every journey. This is our enduring strategic platform. Advertising campaigns may come and go, but this is the over-arching idea that will guide all our communications and marketing campaigns for many years to come. Brand Book Tasmania s North 4 Brand Book Tasmania s North 5

4 Step into a new story with surprising personal experiences you can t wait to share. Get close to original places and people with roots in the past, an eye on the future, and a way of bringing inside secrets to life that will stay with you forever. The experience within the Brand story Charming diversity and contradictions inspire amazing insights. Local people let you in on hidden joys and inventive ideas. City culture, natural delights, boutique wine and food, and lively heritage come together to show a new side to you. Brand Book Tasmania s North South 6 Brand Book Tasmania s North South 7

5 Our Essence Live your Next Chapter... Purpose - The Core of Why We Exist For our reputation to spread, every stakeholder in the region is asked to live the brand not just in the way we communicate, but in the way we deliver the experience. Northern Tasmania will be famous for consistently providing... A talkworthy, interactive experience that allows a visitor to live their next chapter on a stage different to their own. Brand Book Tasmania s North 8 Name of vineyard goes here Brand Book Tasmania s North 9

6 Part of the Tasmania Brand Family Who and what we are as a region... Northern Tasmania shares the DNA of the Tourism Tasmania brand but lives it in its own unique way that is distinctive from the other Tasmanian regions. We are less about iconic features and more about the charming interaction we offer with an eclectic collection of unique, boutique and playful experiences. PLAYFUL ECLECTIC QUIETLY PROUD BOUTIQUE Brand Book Tasmania s North 10 Brand Book Tasmania s North 11

7 Proof of our Attributes shared with Tourism Tasmania Brutal juxtaposed with Beauty The Cataract Gorge is a classic example of an icon so naturally beautiful but more intriguing when it s in flood. Other times things can be so brutal, yet have an air of poetry in motion. Examples include V8 Supercars at Simmons Plains, an AFL Hawks game at Aurora or the brutalist Henty House in Civic Square. Seductively Disarming Places where you re intrigued and drawn but slightly on edge, excited about what unfolds next but anxious about the unknown. Examples include Junction Arts Festival, the sniffer dog at the airport, Hollybank Treetops Adventure, Launceston s laneways, Jacob s Ladder, Historic Homes, Mole Creek Caves, The Sideling, Leaning Church Vineyard and Mountain Bike Trails. Brand Book Tasmania s North 12 Offbeat and Conservative Keeping with the Tasmanian masterbrand of contradiction Northern Tasmania is known as the launchpad for many things yet retains an underlying conservatism that can easily be found and delighted in. So retro it s back in again! You ll get this in retro and vintage shops like The Umbrella Shop, the ticketwriter at Neil Pitts, quirky coffee shops, painted cows, Glover Art Prize, Coal Shovelling Championships at Fingal, Evandale Markets, Design Centre Tasmania and the National Automobile Museum. Bigger on the Inside (punch above their weight) It s the excitement of something that is perceived as boutique but is actually full of experiences with a natural talent to punch above its weight. Examples include Agfest, Harvest Market, Tasmanian Craft Fair, Barnbougle & Lost Farm, Bridestowe Lavender Farm, National Rose Garden, Boags Brewery, Small shop fronts - deep stores and the University of Tasmania at the top 2% in the world. Brand Book Tasmania s North 13

8 Brand Positioning Our Target We call our target life long learners When we visualise our audience as a group of like-minded people, we can target our communications in a more focused, relevant and engaging way. They are primarily couples, who travel regularly, are socially and environmentally aware and health conscious. They prefer less crowded, more interesting holidays; will try new things and pay for quality. They are inquisitive and on a personal journey. They seek out new, enriching experiences that help them explore the world and themselves, as well as shared experiences that bond them with their partner. Brand Book Tasmania s North 14 Brand Book Tasmania s North 15

9 How the brand feels and sounds... We are original, off beat and quirky rather than contrived or trite. We are warm and charming rather than slick and clinical. We are full of meaningful insights rather than meaningless superlatives. We believe in using the truth rather than glossing over it. We gain style through substance not the other way around. We use wit and humorous anecdotes rather than boom-tish gags. We tell a story with a wry smile rather than scream offers in desperation Brand Book Tasmania s North 16 Caption here Caption here Brand Book Tasmania s North 17

10 Style Guide Language In keeping with our personality, we have a quiet assurance, drawing people in with what we reveal rather than beating our own drum. To convey the North s Brand: tell the story or hint at the story the story of the experience, the story behind the experience (how you came to be here/doing this, passion for place, local connections ), the story beyond the experience (does it link to an ongoing experience in another town or region or country? How?). mix small picture with big picture the sense of Aboriginal ancestors in Fairy Dell; the yacht moored at the bottom of the vineyard; the dam that burst and destroyed a tin mining town; why wood sings at a design centre; the man behind a 100-year-old brewery. play with contradiction a leaning church that s turning heads; a gorge minutes from a GPO; lavender cheese; convicts who made good; maritime highs and lows; family farming dynasties vs new food entrepreneurs; triumphs and heartache past and present; rogues (bushrangers, Irish exiles) and heroes. reveal through examples not just gourmet produce but organic herbs, truffles, cherries, honey or other specific examples; not just wildlife but Little Penguins come to you ; not just living heritage but an early century umbrella shop or a World Heritage colonial working farm. highlight boutique by emphasising the views of others in the know use awards, comments by critics or journalists, quotes from judging citations to showcase quality, talent or exclusiveness in relation to the wine, food or experience. Brand Book Tasmania s North 18 Brand Book Tasmania s North 19

11 Photographic Style and Treatment Typography Style Our photographic style needs to align with the direction for Tasmania as a whole. The aim is to capture the real essence of our region and include at least two of the four brand attributes of eclectic, boutique, playful or quietly proud. The style should capture that moment when the emotion is at a high. Rather than a landscape by itself, we have a point of interest in the foreground. Storytelling needs to be a heart of all photography, after all, a picture paints a thousand words Our brand fonts align to the fonts for Tasmania as a whole. Please note, creative expression / campaign typography and font usage can differ but again need to reflect our difference and personality. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z PT Sans Narrow Regular PT Sans Narrow Bold PT Sans Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Headline Heading Kefa Regular 36 pt Subheading Sub-Heading Kefa Regular 20 pt Sedipit et es et eicaectur, sendam que etur minvel eature, ut volectiis et eum doluptincto et es reium explit ut essedit parchitat vitatur, nisitem rae voloreped quiatem ad ex eius, sunt ex eos et officilla plantios Accuptius, ut vereptatur arcia conseni il et as aliquo molute dolupta quam quias mod everiossunt, nes etum. Body Copy PT Sans Narrow 13 pt Brand Book Tasmania s North 20 Brand Book Tasmania s North 21

12 Colour Palette Tourism Brand for Tasmania Colour Palette North Colour Palette For brand consistency, this colour palette takes cues from both the primary and secondary colour palette for Tasmania as a whole but ensures differentiation for the region. Timeless Grey C 61 M 53 Y 48 K 19 Warm Red C 26 M 100 Y 100 K 27 Primary Colour Palette These colours are our base colours. They are the colours we should use when we want to create some impact or add TNT Red C 0 M 97 Y 98 K 0 TNT Orange C 0 M 40 Y 100 K 0 TNT Bright Blue C 79 M 10 Y 0 K 1 TNT Royal Blue C 100 M 79 Y 0 K 17 weight to a page. Wood Brown C 38 M 63 Y 79 K 36 Deep Ocean C 94 M 73 Y 42 K 32 They are bold enough to work in headlines and subheads. Although bold and rich, they are also natural at their core. TNT Green C 55 M 0 Y 100 K 0 TNT Grey C 0 M 1 Y 0 K 23 TNT Charcoal C 0 M 0 Y 0 K 88 There is real earthiness to them and a hint of regalness, Mountain Orange C 17 M 78 Y 100 K 5 Worn Maroon C 52 M 63 Y 59 K 11 Secondary Colour Palette The secondary palette is a almost nautical or first fleet. TNT Lime C 30 TNT Yellow C 0 TNT Plum C 5 Summer Fields C 0 M 32 Y 98 K 0 Afternoon Sky C 84 M 61 Y 17 K 0 gentler version of the primary palette and will allow us to pepper colour throughout our M 0 Y 100 K 1 M 20 Y 90 K 0 M 100 Y 41 K 48 Seaside Mixture C 71 M 40 Y 51 K 13 Organic Green C 90 M 53 Y 88 K 34 marcoms and reflect the softer side of Tasmania, the food, cheese, wines, flowers alike. Brand Book Tasmania s North 22 Brand Book Tasmania s North 23

13 Photography credits: Scott Sporleder, Matador, Dave Watts, Chris Crerar, Rob Burnett, Andrew Harris, Phil Harris, Streets Alive, Bridestowe Estate, Southern Cross Television, Tim Hughes, CB Photofilm, Zak Goodsell, David Webb, Melinda Ta, Holm Oak Vineyards, Junction Arts Festival, Dan Fellow, Ron Brown Photographics, Cathy Finch, Pete Mattila, Bob Iddon, Justin Malinowski, Philip Kuruvita, Nick Osborne - Osborne Images, Dan Fellow, Lap Fung Lam, Gary Conroy-Cooper, Brian Dullaghan, Megan Casey, Klaas Sybrinda, Rick Eaves, Harvest Launceston Farmers Market