Wild Honey Creative was privileged to work with Richmond Valley Council, creating the new destination brand and regional tourism marketing campaign, Discover Richmond Valley.
The Discover Richmond Valley project involved brand strategy, along with Council and community consultation which resulted in the development of a brand and visual identity. This brand was then rolled through a print and social media marketing campaign, 72-page printed Visitors Guide, photography, digital storytelling and videography, and a 30 and 60-second television commercial as well as other collateral including shirt design, advertising design, PR, copywriting and signage.
The Richmond Valley is a region rich in natural beauty. With its uncrowded beaches, welcoming community, connections to history and culture, and a variety of authentic regional experiences and events, it has so much to offer the domestic and international traveller. Discover Richmond Valley invites visitors to ‘explore next door’; to journey from coast to country and experience adventure close to home. The Richmond Valley is down-to-earth, friendly, and offers the chance for people to connect with their culture, history and the environment, and these qualities are reflected throughout the Brand Identity.
The Discover Richmond Valley logo (and the individual town logo mock-ups that were created along side the overarching brand) is clean, fresh and elegant. It is designed to highlight the areas natural beauty and celebrate the diverse range of experiences available across the Richmond Valley region, from the coast to the country. The ‘pin-drop’ marker creates a psychological connection to trip planning, and signals that the Richmond Valley is a worthwhile destination on a visitors map. The curved line created between the wave and hill elements signifies the journey taken from coast to country, with the arrival at our goal destination, somewhere in the Richmond Valley. The identity and imagery hints at adventure close to home, natural splendour, and discovery.
The imagery, video content and social media campaigns were designed to appeal to families and couples seeking quality time in nature and with each other. We produced, scripted, and filmed content across the region over a three day period, then voiced and edited the TVC before distributing to Channel 9 and 7 for airplay in the Northern Rivers and Gold Coast regions.
This project was completed inhouse from start to finish, drawing on a team of talented and trusted contractors and associates, with project management and creative direction by Jasmine Phillips.
Read the Press Release here.