Light Regional Council (LRC), South Australia, is developing a new destination brand to position the Light Region as one of Australia’s premier regional growth centres and drive increased tourism.
Mayor, Bill O’Brien said the development of a new destination brand was an important next step in the region’s growth story.
“The Light Region has been expanding rapidly in recent years, with an influx of development and significant growth in townships such as Kapunda, Freeling and Roseworthy.
“We have seen the success that regions such as the Barossa and Clare Valley have had in establishing unique and authentic identities that create lasting impressions and are eager to explore how we can deliver a brand that our community, local businesses and tourism operators can own and leverage to drive further economic growth.”
Mayor O’Brien said the development of a new destination brand was also an important step in clearly establishing how the Light Region’s identity interfaces with and complements the established Barossa brand.
“The geographic region of the Barossa, which incorporates about half of the area managed by the LRC, has its own brand that is managed by Tourism Barossa and the Barossa Grape and Wine Association.
“Our goal is to build something unique for those areas of our community outside the Barossa geographic zone, while ensuring that our identity effectively highlights the many synergies our regions enjoy.”
Brent Hill, Executive Director of Marketing at the South Australian Tourism Commission (SATC), said, “Brand building and gaining recognition for a brand is a vital part of marketing that is often underestimated.
“The SATC spends a lot of time, money and effort on our brand – which is much more than a simple logo – it is about how we
are represented.
“We are really excited to see the development of Light Regional Council and work with them on this brand development. It will be significant for the region and to build the visitor economy to support South Australia and create sustainable
communities and tourism.
