Why do we need a story?
St Arnaud is an important destination in the Northern Grampians region, but the lack of a strong brand story means that the experiences and environment that we have on offer are not always noticed.
The aim of this project is to develop a distinct identity for St Arnaud, value propositions and an authentic and compelling brand story. By developing these, the individual qualities of the town and its surrounds will provide visitors and locals with the awareness and inspiration to appreciate, celebrate and build upon the unique tourism value that St Arnaud has to offer.
This project should also offer the opportunity to develop and align promotion alongside the Northern Grampians and Grampians as a whole.
Project Considerations
Council wants to ensure that the work we do offers both longevity and flexibility for the future growth of St Arnaud and the wider Northern Grampians region. In order to achieve this, we must look beyond what St Arnaud can offer today and consider all future possibilities.
As a sub-region of the Grampians, it is important to consider how the St Arnaud brand connects to and evolves alongside the story being told by Visit Grampians, both strategically and visually. Any potential audience should have a smooth and clear experience when learning about St Arnaud in the context of the broader region.