forest playground

PROJECT: The Launch of a tourism sub brand
CLIENT: Forestry Corportation

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The manager for recreation and tourism within Forest NSW approached Engineroom to help her facilitate the launch of a tourism and recreation body within Forests NSW.

The aim was to:

Develop a consumer-facing brand that will drive commercial value and improve FNSW's relationship with the broader community

Increase Tourism development within State Forests i.e. events and Tourism Operators within sustainable levels

Increase tourist visitation within State Forests within sustainable levels

Identify and understand current user groups of State Forests

Goal

Increase awareness/profile of FNSW Tourism assets, services and facilities offered to general public. Change perception of Forestry Corporation

what fnsw offer


Scenic
lookouts

Natural
Walks

Pets
Allowed

4wd
Trails

Picnic
areas

Camping &
Lodging Areas

Motorbike
Trails

Horse riding
Trails

Mountain Biking
Trails

Sustainably manage
The forest
environment

Sustainably manage and
monitor commerciaL
tourism operators

Sustainably manage and
monitor commerciaL
tourism operators

Sustainably manage and
monitor commerciaL
tourism operators

Our Approach

We implemented a three-step process to achieve the project objectives:


stage one

brand insight

research, strategy development and positioning

stage two

brand identity and campaign

visual communication, brand identity, usage and guidelines

stage three

communication strategy

development of 1-3 year communication strategy

Stage ONE
Brand insIGHT and strategy development

In this stage Engineroom gained:

An understanding & assessment of Forestry Corporation's vision, mission, values, business plan, current services, capabilities, limitations and internal culture

An understanding of Forestry Corporation's competitors i.e. National Parks and other State Forests

Category and future industry trends e.g. eco tourism

An insight into customers, both commercial outdoor operators and end users - outdoor enthusiasts. Their beliefs and motivations, basis for loyalty and the role Forests NSW played in their lives

  • conservation sustainability
  • care/caution respectful
  • passive interacive
  • walk gently energetic fun
  • please don't can do
  • soft muted tones bold, bright colours
  • long, evening shadows lots ofnatural sunshine

Stage TWO
Brand identity and visual campaign

Once the brand positioning and tagline was agreed upon we developed the visual communication

Brand identity

Brand Elements

Style guidelines

Introductory collateral such as: pull up banners, web banners, social media presence, PowerPoint templates and press and editorial adverts

Brand Guidelines

Stage THREE
Communication strategy

Due to limited budget and limited internal support a cost effective strategy was developed focussing on targeted print and digital mediums

Target specific marketing

Social media

Tourism publications, newspapers and information booklets e.g. South Coast Style, Pacific Coast, Focus Magazine, Go 55s, Great Escapes etc

Entering Tourism Awards

Event specific marketing and sponsorship

The team at engineroom design co. are the creative force behind our exciting new tourism branding and communication strategies. They have been extremely easy to deal with, interpreting our needs and goals into exciting imagery and tools which are successfully moving our organisation in a desired direction.

The team is personable, friendly, smart - and they deliver. They understood the constraints and pressures surrounding our project, and have maintained a fluid and dynamic approach to working with us that I know will see our relationship continue into the future.

Louise Faulkner

Native Forests Forests NSW
Manager Recreation & Tourism 2013

evolution

Over the course of the campaign as the Tourism brand obtained more and more internal backing the look has evolved to be more mature and slightly more corporate to greater align the Tourism brand with Forestry Corporation

This was done slowly without compromising public awareness on the campaign created thus far, resulting in a seamless and low cost transition

2012

2016

  • Bright colours
  • Large caption
  • Playful font
  • Natural tone
  • Corporate font
  • EAFO logo smaller
  • Introduction of nsw
    forests logo
  • simplified social media

Results

27.9 Million
visitors

annually to NSW State Forests
and growing

FCNSW Tourism & Partnerships team has grown from 1 employee in 2012 to 6 & an additional 10 permanent contractors

100++
Events

FROM UNDER 20 EVENTS AND 10 TOURISM OPERATORS PER YEAR, THEY NOW HAVE OVER 100 EVENTS AND TOURISM OPERATORS


Dedicated Tourism Pages as part of the Forestry Corporation corporate website

Forestry Corporation received the gold award for Destination Marketing at the North Coast Tourism Awards for three consecutive years and was inducted into the Tourism Hall of Fame in 2016

FROM 0 FACEBOOK LIKES TO
19,500 LIKES

Community Perceptions

In 2016, FCNSW engaged a consultant to undertake a project to benchmark the attitudes of NSW residents towards forests and the environment and benchmark current perceptions towards FCNSW. Over 400 people were surveyed from urban, rural and regional areas across NSW

Results supported the work in tourism branding and marketing

Increased awareness of:

Public access to recreational sites

FNSW link to State Forest Recreational sites

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The overwhelming majority of those surveyed found tourism marketing material positive and format is familiar and creates a sense of 'trust'

"Experience a Forest Playground" catch-cry and logo were perceived as "positive and playful, welcoming and inviting"

FCNSW now plays host to a range of sporting events including the International World Rally Championship held annually.

Engineroom have played a major role in reshaping community perceptions of Forestry Corporation, and in "gathering our tribe" of people who love to Visit NSW State Forests. Since the 2012 presentation of a proposed Tourism Brand Strategy for Forestry (which we adopted as-is) we have worked with Bec and her team to create bold and effective marketing collateral for NSW State Forests.

We now have over 27.9 million visitors to NSW State Forests annually and growing, and have positioned ourselves as a desirable location for commercial tourism operators as evidenced through increased demand for our tourism product. This is reflected nowhere better than in our own resourcing of our FCNSW Tourism & Partnerships team (from 1 FTE in 2012; now a team of 6 FTE + 10 permanent contractors in 2016). Our Tourism Brand Strategy has worked and continues to do so with the help of engineroom.

Industry recognition via tourism awards also reflects the success of our tourism marketing. In particular, we have won the gold award for Destination Marketing at the North Coast Tourism Awards for 3 consecutive years, and have been inducted into the Tourism Hall 
of Fame for same in 2016. None of this would have been achievable without the great work and creative energy of the engineroom team.

Louise Faulkner

Native Forests Forests NSW
Manager Recreation & Tourism 2016

Louise Faulkner

Native Forests Forests NSW
Manager Recreation & Tourism 2016