Thursday, June 30, 2011

Introducing failures in NSW tourism branding

My heart sinks, sometimes! The latest sinking feeling came from news reports that three inland NSW tourism bodies including New England North West were to merge to form a single inland NSW tourism body. Mind you, the idea may have already sunk since one of the three bodies - central west - has apparently already voted against the idea.

Why did my heart sink? Well, in tourism terms there is no such thing as inland NSW, nor can there be because of distance and variety. It's just not brandable in any real sense. Worse, promotion of this as brand just increases the brand fragmentation that already plagues NSW tourism.

I have written a fair bit on these issues. Tomorrow I will pull some of that writing together in a consolidated exploration of the failures of NSW tourism branding, with a special focus on New England.

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