The brief
Everyone has a story to tell about the small island off the coast of WA. For some, it’s an annual family holiday where you can leave the iPad at home and enjoy some barefoot adventure; for others it’s a sustainable tourism destination that evokes a mindful experience; and then there’s the Aboriginal significance of the island that carries deep spiritual and historic importance.
To write the content for Wadjemup / Rottnest Island, we needed to dig deep. What position did they hold as a brand, what did they stand for, and who did they currently exist to serve? Then, the strategic work moved into the brand’s future – what could the brand become?
The deliverables:
- A compelling and enriching brand story
- A brand tone that is clear and consistent
- A matrix of messaging to use across the whole brand
- “We will have a North Star”
- A direction forward to deliver on the Aboriginal culture brand pillar
- Brand hierarchy that can be translated across marketing
- Cohesion between the brands (destination and RIA) and knowing how they work together
Our answer
Strategic thinking to guide editorial output
The strategic brand work gathered insights from a staff workshop, one-on-one interviews, online surveys, stakeholder presentations, and consumer research. The media and cultural conversations around the island’s significance also played a large role in the strategic output for the brand.
As we began to gather insights into the island, the brands, and the experiences people were seeking; we saw a clear opportunity to re-write the brand story of Wadjemup / Rottnest Island, Our strategic direction then synchronised the destination brand and the governance brand with very clear identities and roles to play.
Michael Drysdale, Lead Strategist.
This research-led brand strategy expanded the idea of who comes to the island and why they come, laying the foundation for the editorial work moving forward.
Not what you say, but how you say it
The tone and personality of the destination brand shifted quite dramatically. From laidback, nostalgic, fun, and carefree – to engaged, respectful, contemplative, and careful.
Our strategic and editorial teams often work very closely together, and this project was no different, Together we created a brand tone and story that could hold the historic and cultural significance of the island while inviting people to experience exactly what they were seeking – awe and wonder.
Clare Reid, Senior Copywriter
The results
The significance of a powerful brand story
The strategic output continued with brand architecture work that unravelled confusion around co-branding, sub-branding, and affiliated group branding. And the editorial output continues to bring the brand story to life in content online and offline – brand messaging, website copy, blogs, brochures, welcome packs, SMS’s, stakeholder reports, online booking copy … wherever the words are required to travel.
This island is so rich in stories, and we have the opportunity to tell them all. From sustainability and biodiversity to family connection, history, and cultural significance; Wadjemup / Rottnest Island is embarking on a journey that we’re very proud to be a part of.
Clare Reid, Senior Copywriter