Discover Northern Grampians campaign a finalist at national awards
Published on 22 October 2024
Northern Grampians Shire Council has garnered industry praise for its distinctive Discover Northern Grampians tourism brand, aimed at cementing the municipality as a premier visitor destination.
The council was among three finalists in an Economic Development Marketing and Promotion category at the 2024 National Economic Development Awards for Excellence ceremony in Melbourne.
The awards recognise excellence within the sector, celebrating organisations and individuals driving sustainable growth and community prosperity across Australia.
The judges congratulated all finalists in the ‘large and highly competitive field’, who were ‘proving that Australian economic development professionals are employing world-class, place-based solutions to improve community prosperity across the country’.
Northern Grampians Shire chief executive Brent McAlister said while the category was won by City of Whittlesea – for a campaign to attract business investment – the awards process cemented the Discover Northern Grampians brand as best-practice in destination marketing.
“We are thrilled to be recognised as a finalist in these prestigious and highly competitive awards, among projects from municipal councils and regional development organisations throughout Australia,” he said.
“Developing the Discover Northern Grampians – DNG – brand involved a comprehensive process that took almost two years from planning to implementation.
“I would like to congratulate everyone involved for their vision, collaboration and hard work, that has not only resulted in the DNG brand’s creation, but its ongoing success.”
Mr McAlister said DNG was designed to appreciate, celebrate and build upon the municipality’s unique tourism value, so visitors were sustainably dispersed and increased their length of stay.
“The brand also includes the current community and future community as audiences, to ensure Northern Grampians residents know this destination brand exists to improve their lives by strengthening the visitor economy,” he said.
Mr McAlister said the council’s economic development team purposefully developed a distinctive DNG brand separate from the organisation’s corporate brand to ensure clear communication with the right audiences
“Community engagement formed a cornerstone of the DNG brand development,” he said.
“Collaborating closely with the local communities, industry stakeholders and regional tourism partner Grampians Wimmera Mallee Tourism, we gathered insights to develop the value propositions and the compelling brand story.
“Any potential audience should have a smooth and clear experience when learning about Northern Grampians towns in the context of the broader region.”
Mr McAlister said emphasising community involvement ensured promotional content authentically represented those who ‘live, work, invest and love’ the region.
The brand is rolled out through a website and digital presence; social media engagement; events partnership and promotion; outdoor signs and printed materials; special projects; and billboards and digital assets.
“The DNG project has laid a solid foundation for all future economic development marketing and promotion initiatives to build upon, fostering sustainable growth and enhancing Northern Grampians' reputation as a premier visitor destination in Victoria,” Mr McAlister said.
The gala awards night was part of the two-day 2024 National Economic Development Conference.
More than 250 economic development professionals and urban planners gathered in Melbourne to explore how place-based economic development enhanced and leveraged the physical, cultural and social identity of place, to help drive community prosperity, resilience and empowerment.
People can follow Discover Northern Grampians on Facebook, Instagram or YouTube for updates about events and tourism assets in the shire.
People can visit www.ngshire.vic.gov.au/Business/Business-Investment/Investment-Prospectus for a detailed economic look at the region, including key competitive advantages and attractive investment opportunities.
Pictured above:
From left, Northern Grampians Shire Council director strategy, prosperity and engagement Justine Kingan, tourism and marketing officer Anna Gellert and chief executive Brent McAlister celebrate the organisation being named a finalist at the 2024 National Economic Development Awards in Melbourne on October 17.