Revitalised Brand

Aug 23, 2021 | Brand Development

New brand identity set to strengthen Victor Harbor’s position as the hub of the southern Fleurieu Peninsula.

Victor Harbor will soon embrace a revitalised brand identity as Council and Business Victor Harbor collaborate to further position the City as a great place to live, work, visit and invest.

The new brand will define how Victor Harbor is promoted and presented to the greater community, highlighting the many unique and esteemed features that make the City so treasured by locals, investors and holidaymakers alike.

In strategically developing a new destination brand, the City of Victor Harbor plans to build upon its previous ‘Encounter It All’ brand campaign and Business Victor Harbor’s ‘Breathe’ concept, leading to a contemporary and reinvigorated positioning of Victor Harbor.

City of Victor Harbor Mayor, Dr Moira Jenkins said this rebranding project will help to achieve the actions outlined in Victor Harbor’s Economic Development Strategy, particularly those relating to achieving a sustainable future economy.

“Victor Harbor is a hub of opportunity, with thousands of people choosing to live and work in the City and over a million people choosing to visit each year,” Mayor Jenkins said.

“We are a growing regional centre, boasting flourishing business activity, world-class attractions, affordable housing, extensive sporting and recreational opportunities, rich town history, ever-advancing infrastructure, an expanding arts and cultural scene, plus functional services and facilities for young and old – all encompassed in a stunning natural landscape.”

“By establishing a new brand identity, we want to revitalise and reimagine how Victor Harbor is perceived, strengthen our position as the hub of the southern Fleurieu Peninsula, and propel the local economy. This is not just a brand – it’s an investment in Victor Harbor’s future.”

Business Victor Harbor are a key partner in the rebranding project and deputy chair, Kirsten Pitman, undertook significant research which centred around the need to develop an emotional and aspirational destination brand for Victor Harbor.

“The driving force behind the Breathe concept was one born out of necessity. The tourism and visitation sector – the economic primary pillar, representing some 55% of exports and a catalyst for stimulating businesses and jobs across other important sectors – is underperforming, under threat and continues to be seasonal,” Kirsten Pitman said.

“The sector needs to be driven by industry if it is to be successful and requires strategic positioning, cohesion, brand management and a changing of consumer experience expectations.”

“The Victor Harbor business community will play an integral role in the rebranding strategy, creating a reputation for our area that focuses on encouraging people to live, work and invest in the region, environment and sustainability, world class regional experiences and extended higher value stays.”

The City of Victor Harbor has engaged South Australian brand strategy specialists, NATION to revitalise Victor Harbor’s brand. NATION will provide professional advice to the project, assisting the Council and Business Victor Harbor to develop a destination brand that draws attention to Victor Harbor as an aspirational City to raise a family, conduct business or put on the bucket list.

NATION have ten years’ experience delivering brand development projects across a variety of categories, organisations, events and institutions in both the private and public sector.

Chief Executive Officer of NATION, Greg Knagge, said that as proud South Australian, the NATION team is excited to be collaborating with Victor Harbor on progressing a successful brand.

“NATION is thrilled to be advancing the iconic Victor Harbor brand to one that effectively drives awareness, consideration and ultimately conversion in repositioning Victor Harbor as an aspirational place to visit, live, work and invest”, said Mr Knagge.

“Significant strides have been made with Council’s previous community consultations, the Encounter It All brand, and Business Victor Harbor’s ‘Breathe’ and we will whole-heartedly embrace this work and the project’s vision while bringing our experience and strategic expertise into the mix.”

Visit www.victor.sa.gov.au/destinationbrand to find out more about the project.