Stand-alone brand holds importance

The development of the first stand-alone brand for Wellington is the start of an exciting process in building a platform for destination marketing for the township and surrounds.

Dubbo Regional Council Manager Economic Development and Marketing Josie Howard said the development of the brand was important for the overall growth of our local economy, as destination marketing aims to attract people to visit, live and invest in Wellington and had been an identified priority for the town for many years.

“The development of a destination brand for Wellington had been tabled through the former Wellington Council Economic Development Plan as early as 2013,” she said.

“It was a recommended strategic priority for Wellington based on an independent research paper back in 2013.

“The recommendation was based on the importance of the town to be branded separately from Wellington Council, citing the success of other centres doing the same type of strategic destination marketing.

“A stand-alone destination brand has never been developed for Wellington. The former brand was a representation of the organisation of Council and was organically used for destination activity.”

The development of a separate brand specific to destination marketing provides a platform for developing marketing material and campaigns to attract people to live, visit and invest in Wellington and in turn provide positive growth in the regional economy.

Ms Howard said the involvement of the community was essential in creating the brand.

“Dubbo Regional Council staff spoke to more than 40 identified key stakeholders in small business, tourism, new and established residents, sporting groups, event organisers, charities, village representatives as well government and cultural representatives,” she said.

“Initial consultation focused on what the brand means for the community and the visitor, and the promise that Wellington delivers on in terms of visitor experience. 

“What this initial consultation revealed was the importance that the community and the visitor place on adventure and nature tourism product including Wellington Caves Complex, Lake Burrendong, Mount Arthur and nature walks in the surrounding villages.

“The one-on-one discussions presented concepts which had been developed based on desktop research and former Wellington Council plans and strategies.

“These stakeholders are also being directly contacted to get their feedback on the selected brand progression.

“The concept grew from those initial consultations and now we are really encouraging the whole community to have their say on the brand.”

The public can view the concept and related marketing material and have their say by visiting www.dubbo.nsw.gov.au.