A Place That Cannot Be Seen, But Must Be Experienced

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Eumundi has a new identity that will soon be used to help the community build a more sustainable and secure tourism destination.

The new Experience Eumundi brand is the result of six months of research involving workshops, interviews and more than 400 surveys of local residents, businesses and visitors.

The Experience Eumundi brand and slogan, 'The cultural heart of the Noosa hinterland' showcases what makes the destination unique, and strategically aligns Eumundi to take advantage of key opportunities.

Eumundi Combined Community Organisation (ECCO) Director and Chair of the Experience Eumundi Marketing Working Group Sue Langdon said basing the new brand and slogan on research findings helped to ensure its success as a vehicle to uniting the community and engaging visitors.

"Research findings demonstrated that while the Eumundi Markets were a key attraction for visitors, the vast majority of our visitors only travelled to the destination for a day trip because they were simply unaware of the diversity of activities and experiences Eumundi had to offer.

"The Experience Eumundi brand immediately draws attention to the true diversity of the destination, and invites visitors to take action," Sue said.

"Findings also indicated that aside from the Markets the things that visitors and the community thought made Eumundi special were our unique cultural offerings, such as art, music, food and an eclectic mix of shops. Hence, the reference to being the 'cultural heart'.

"One of the other most significant findings was the opportunity to enter into a mutually-beneficial partnership with Noosa Tourism," Sue said.

"Currently 1.7 million visitors travel to Noosa every year, and 42% of the in market visitors we surveyed visited Eumundi as part of their Noosa holiday.

"Signifying the beginning of this marketing partnership by including a reference to the Noosa hinterland in our new slogan will allow us to fully realise the potential of this active market."

The new Experience Eumundi brand will be the figurehead of a marketing and communications campaign currently in development.

"The Experience Eumundi campaign will not seek to overrun the Eumundi community with tourists.

"Instead it will encourage visitors to lengthen their stay beyond a market trip by informing them of the diversity of other activities Eumundi offers," Sue said.

"This will give businesses a more steady customer flow throughout the week, and with time have an impact on creating further sustainability and growth in our local economy."

The Experience Eumundi Marketing Working Group is currently working with local experts dtb! Advertising to finalise a research based marketing and communications plan that will equip the Eumundi community with an action plan to achieving a more sustainable tourism industry.

Sue Langdon
6 August 2010

 
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