Tourism Branding

Insprint has been instrumental in establishing the Norfolk Island destination brand in recent years. Central to all of Norfolk Island’s marketing and promotion are the Brand Creative Guidelines. Insprint has created these guidelines for Norfolk Tourism and all stakeholders for iterations of the destination brand since 2010 as well as having developed the brand creative work itself.
Insprint was requested by SAI Marketing – the Australian-based Branding Consultants contracted to write the Norfolk Island Brand Strategy Paper – and Norfolk Island Tourism to bring the Norfolk Island destination Brand Strategy Paper to life. Insprint worked with SAI Marketing and Norfolk Tourism to interpret and illustrate the paper and develop the necessary creative suite of visual collateral to market the Norfolk Island destination, and has helped to revise and reinvent the creative elements of the brand in the ensuing years. We created the brand creative guidelines which are available for all Tourism stakeholders and are designed to assist in establishing uniformity in marketing and promotion of the Norfolk Island destination.

As a company we have played a huge role in that process for several years and are proud to have had such close and long-standing relationship. We have worked with Government CEO’s, Ministers for Tourism, Tourism General Managers, and Tourism team members and ambassadors for several years to promote Norfolk Island as a tourist destination and to guardian the brand and help make it assessible to all.

DIFFICULTIES AND CHALLENGES

The difficulties in this sort of work are firstly to work with multiple layers of government and council/tourism body team members, and to work within their frameworks and interpret a detailed brand strategy paper. Then the challenge is to present something that is both expressive and creative that will fulfil its criteria completely and convey all the correct messaging to the prospective island visitor and become the visual masthead for the island destination. All the while – pleasing everybody and ensuring it can be packaged up as a suite of digital assets with clear guidelines for ongoing unencumbered use by hundreds od stakeholders. Easy really!

IMPACT AND OUTCOMES

The impact is similar to that in later years – we refined brand creative suite or the Norfolk Island destination that reflect the Island, its Core Message and promise to the visitor and Unique Selling Proposition. The digital assets and guidelines documents have been circulated to a huge number of Tourism stakeholders to integrate into their own marketing, as well as being the visual face of Norfolk Island Tourism’s own marketing and the destination as a whole.

The brand creatives have been put together in such a way that they are accessible, and they have been very well received, and have been applied to magazine and newspaper adverts across Australia as well as adverts for publications that have travelled around the world, videos, websites, social media pages and posts, internal marketing, on island marketing, destinational marketing booklets and many promotional and retail items and much more.