Get lost and found in Bunbury Geographe new campaign

What are your thoughts on the new branding for Bunbury Geographe?
What are your thoughts on the new branding for Bunbury Geographe?

The Bunbury Geographe Tourism Partnership unveiled its new consumer tourism brand on February 28, celebrating the region’s eclectic diversity.

The brand was hand-created by design agency Juice Box from signage typography sourced from across the region.

Juice Box’s creative director, and former Bunbury resident, Joel Pember said the new brand captured the spirit and essence of the region.

“The easiest option would have been to develop a standard logo in a design studio without any true reference to the region,” he said.

“Instead, we went back to what is at the heart of Bunbury Geographe and created a truly authentic brand.”

Mr Pember said he was proud that every letter in the brand was from a place within Bunbury Geographe.

“It’s real and representative of the entire region,” he said.

The brand rollout campaign included a four-minute video, a new website and an inaugural Bunbury Geographe magazine – Found.

The brand messaging aims to inspire visitors to seek out unexpected experiences by getting lost and found in the region and heroing some of Bunbury Geographe’s hidden gems, all supported by a BunGeo hashtag.

Guests of the brand launch were encouraged to get lost and found through Bunbury on February 27, 2018.

Guests of the brand launch were encouraged to get lost and found through Bunbury on February 27, 2018.

BGTP’s tourism marketing and development manager Anissa Williams said the group wanted to capture visitor curiosity, guiding them from one great eye-opening experience to the next.

“Urban List research identified a growing trend, particularly among millenials, who wish to get off the beaten track and be the first to try new experiences, and not continue to visit the same locations," she said. 

“Millenial travel patterns are heavily influenced by the recommendations of friends and family, however, a clear second is online and magazine articles on the coolest places to eat and drink, insider tips on events and what to do, and unique and boutique experiences.

"Our new website and magazine respond to these needs, feeding our target audiences with experiences that appeal to their desire to 'eat incredible food, submerge in culture, and witness great scenery.” 

The brand and campaign elements were officially unveiled by Member for Bunbury Don Punch on behalf of the Minister of Tourism.

In the spirit of the brand, guests were encouraged to get lost and found in the city.

“Launching our new brand at unexpected venues – a warehouse room of historic Maker & Co, amongst street art behind the Bunbury Regional Entertainment Centre, and in a boho tent on Bunbury’s water ski beach bursting with local produce – is a metaphor for Bunbury Geographe,” Ms Williams said.

“Just as we transformed these spaces and sent our guests on a journey to find the essence of Bunbury Geographe, BGTP will be transforming Perth’s perception of our region as a tourism destination.”