Destination Management Plan for Wellington
We prepared a Destination Management Plan for the Wellington Shire (NSW). This included:
- An analysis of the regional visitor market.
- An analysis of the regional tourism product.
- An analysis of regional events. and
- An analysis of regional tourism brand and marketing
The brand analysis involved a competitor analysis that included Parkes, Dubbo, Mudgee and Wellington, then a comparison of marketing imagery against what was on offer and what visitors liked, and then the development of brand essence and a comparative strength match against the regional brand essence. The result of this work was the development of an interim brand for the area, as presented below.
We also conducted a detailed analysis of the Wellington Caves attraction, (as the major attraction in the region). After this, we concepted innovative ways to reinvigorate the experience. We then conducted a high level options analysis then feasibility study, to assist Council prepare a major funding application for the reinvigoration of the attraction.