Fraser Coast Regional Council is using a multifaceted approach, incorporating strategic marketing and communications, to build unity and regional pride among its recently amalgamated residents.
Located in southeast Queensland, Fraser Coast Regional Council comprises the former Cities of Hervey Bay and Maryborough, as well as the Shire of Woocoo and parts of the Shire of Tiaro. Covering an area of 7,125 square kilometres, the new Council now has a population of around 86,700 people.
Council has created a new visual identity for the region, using a series of integrated symbols and patterns to represent the whole region and convey its four key features: great natural beauty, surprising diversity, rich heritage and friendly nature.
It has also produced a magazine, Our Fraser Coast, which is delivered to all residents. It aims to educate and inspire readers about the region they live in. The magazine serves a dual purpose, as it also introduces residents to the new regional brand.
Council’s Marketing Portfolio Chair, Councillor Anne Nioa, said the magazine is a wonderful example of how the new intraregional branding works, and how it can be implemented in a range of ways.
“The branding shows the intrinsic character of all parts of the region, while branding our region as one,” she said. “The series of symbols allows us to demonstrate variety and highlight individual stories and places, while retaining a sense of regional unity. It also uses an extensive colour palette to provide a mix of ‘rural, heritage and coastal colours’, which is distinctive when compared to other regions around Queensland.
“The colours are evocative of the landscape – and the fonts used convey a relaxed feel, one of the primary personality goals of the brand.”
The regional branding will feature in marketing publications, tourism websites, products and promotions and will be used on new billboards across the region.
“This will ensure the Fraser Coast region has a consistent marketing message and theme for its publications and branding statements,” Councillor Nioa said.
She said that as part of its marketing strategy, Council is working with the Fraser Coast South Burnett Regional Tourism Board and Tourism Queensland to create synergies in their collective marketing and branding of the region.
Council has also developed a new corporate logo as part of the comprehensive design process to develop a professional new visual identity. It replaces an interim corporate logo, which had been used on a temporary basis since the March amalgamation.
The new corporate logo uses four waves to represent unity, portraying the different areas of the region coming together and moving towards a new future. The colours link with the landscape and were inspired by an aerial perspective of the land, water and sandbanks of the Great Sandy Strait.
Deputy Mayor, Belinda McNeven, said the corporate logo and brand leverage off each other by creating a unified image that residents will recognise locally and visitors will come to recognise.
“Fraser Island is already recognised nationally and internationally, and amalgamation has given us a chance to build on that recognition and boost Council’s ability to market itself as a place to do business and a place to go for a holiday and relax,” she said.
“The consistency between the corporate logo and regional branding will enhance our ability to use that recognition to attract people to the region and Council.”
The branding and logo will be used on all official Council corporate communications, including correspondence, signage, uniforms and Council’s website.
