The Shoalhaven region offers extraordinary natural beauty and diversity for both holiday makers and new resdients. But our research revealed that it had low awareness across key markets.

 

Our insight was that this lack of awareness was more about lack of brand equity in the name "Shoalhaven" and the charms of the region. While it was possible that this could allow for a rebranding, our strategy was to instead infuse and energise the name with a unified brand.

 

Alongside that, and soon to drive all marketing, is a conceit built around Shoalhaven being a place that offers an 'old world' lifestyle and holiday vibe vanishing from competing destinations such as the Central Coast. Our approach is to not compete with them, but contrast the relaxed approach of the Shoalhaven.