Council Endorses New Tourism Brand

Published on Wednesday, 3 July 2024 at 9:00:00 AM

The unanimous endorsement by the Esperance Shire Council marks a significant milestone in the Shire's 2021 Tourism Strategy, reflecting a collective vision to strengthen and revitalise the region's tourism image. The collaborative efforts of Australia's Golden Outback and the Shire of Esperance, alongside The Brand Agency, have culminated in a brand that is not just a logo; it's a narrative that intertwines the natural beauty of Esperance with the spirit of its community.

 The aim of the project was to review and refine the Esperance brand to attract higher value visitors, facilitate regional and seasonal dispersal and reinforce responsible travel behaviours by visitors. The brand discovery process spanned six months of extensive consultation, resulting in a brand concept that was co-created by the Esperance community and encapsulates the essence of Esperance.

 "Esperance – In Your Element" is more than a tourism brand; it's a promise of discovery, connection, and the pure joy of being immersed in one of the most breathtaking corners of the world. It's an invitation to find your element, whether it's the pristine beaches, the rugged coastline, or the warm embrace of the community.

The official launch for the tourism brand is set for 21 August 2024, marking the beginning of a new chapter for tourism in the Esperance region. The Shire and AGO will continue to work hand-in-hand to ensure that the brand's rollout is ongoing. The integration of the brand into key marketing materials will play a crucial role in amplifying its reach, while supporting stakeholders and community members in their own promotional endeavours.

Further Information Esperance Brand

Strategic Connection

Shire of Esperance Council Plan 2022-2032

  • Outcome 12. A prosperous and diverse economy
  • Outcome 13. A vibrant and welcoming tourism destination

Shire of Esperance Tourism Strategy

  • 4.1 Esperance Brand and Positioning

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