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BRAND STRATEGY SPIRITUAL WONDER OF THE WORLD

Kakadu is a 50,000-year-old living cultural landscape that interacts with nature and the seasons. The awesome, ancient Arnhem Land Escarpment frames this World Heritage wetland. It is a place with deep spiritual richness and history that inspires the senses, commands deep respect and provides self-discovery, enlightenment, adventure and relaxation.1

1 Brand positioning statement

A collaboration of the Kakadu stakeholders, collated by Charlotte Prouse and Sarah Crawford

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Branding is about making the experience of a place as positive, memorable, different and exceptional as it can possibly be. A brand is a promise. To mean anything, a promise must be delivered and kept. The promise is not that visitors will find features of the destination physically present but that they will enjoy the experience of those physical attributes in a way that exceeds their expectations. It is the experience, not physical attributes and features that fulfils a brand’s promise.1

1. Whitfield, G. DMO World Newsletter Jan.2005

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CONTENTSVision 1

What is a brand 2

Background 3

The brief 5

The process 6

The target market 7

Brand Kakadu pyramid 9

The brand strategy 10

The positioning of Brand Kakadu 11

Living the Brand 12

Brand Kakadu as inspiration – implementation 13

The Brand and management of the National Park –summary 17

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Kakadu National Park is one of the great World Heritage areas, recognised universally as a place with:

• A living Aboriginal culture – home to Bininj/Mungguy

• Extraordinary natural landscapes and a rich variety of plants and animals

• Enriching and memorable experiences for visitors

• A strong and successful partnership between traditional owners, governments and the tourism industry – providing a national benchmark in caring for country and sustainable tourism.

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WHAT IS A BRAND? The brand provides a deep emotional connection to the visitor. It influences the feelings, perceptions and thoughts the visitor has about a destination. The brand is a promise, reflecting the values, attributes and personality of the destination. It embodies uniqueness. It sets the place apart from all other destinations.

As a promise, the brand must be delivered and honoured. The visitor will enjoy the experience of Kakadu and its physical attributes in a way that exceeds their expectations. The brand makes the experience of a place positive, memorable, different and as exceptional as it can be.

To create a brand for a destination, it must first resonate with the potential visitor and follow through to the experiences on offer.

The brand provides focus for the development of the destination – it is what Kakadu aspires to be. Through day-to-day interactions in the park the brand upholds the values and the essence of Kakadu. The visitors will have an experience beyond their expectations.

Brand Kakadu embodies more than tourism and marketing. It is all-encompassing and reaches into many facets of Kakadu life. It is about the longevity and sustainability of a culture, environment and lifestyle. Areas such as business development, education, infrastructure and Park management, all benefit by embracing the principles of the brand. It provides the focus, clarifies objectives and helps prioritise tasks or projects. The brand shapes attitudes and provides a clear choice when making decisions. The brand is not the logo or advertising. These are creative executions of the brand. The brand provides a vision and assists in developing the right experience so that the visitor expectation of Kakadu is delivered.

The brand will attract the type of visitors who emotionally connect to Kakadu. This type of visitor is very important, not only to the traditional owners but also to the Park’s staff. The most desirable visitors will leave knowing they have: had an experience of a lifetime; been enriched by a contemporary and traditional Aboriginal culture; and gained an appreciation and respect for country, ancestral spirits and a culture that has flourished for 50,000 years.

The brand components, listed below, are the key elements that embody the brand for the individual.

Brand essence – It’s how you feel about Kakadu and how you would like your visitors to feel.

Brand values – It’s what you believe in.

Brand personality – It’s the way you would describe it if the brand were a person.

Visitor benefits – It’s the experience others will have when they visit.

Kakadu benefits – It’s the way you feel and what you receive when you share it.

Brand attributes/characteristics – It’s how you express yourself.

Through the findings of the workshops and within each of the above areas, themes have been strongly identified. These themes make up the ‘Brand Pyramid’ hierarchy (see page 9).

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BACKGROUNDThe application of contemporary destination branding concepts to a world-class national park is a groundbreaking initiative. The objective is to make the Kakadu visitor experience as positive, memorable, different and exceptional as it can possibly be.

Brand Kakadu will support Tourism Australia’s Brand Australia national and international marketing campaign1. This document describes how Brand Kakadu aligns with the Brand Australia target market. Brand Kakadu sets the benchmark for the destination branding approach that will be applied to the suite of iconic Australian experiences that is currently being developed by Tourism Australia and Parks Australia, in collaboration with tourism and national park agencies. Brand Kakadu also complements the Tourism Northern Territory Brand NT campaign and provides a further opportunity to continue the close working relationship between Parks Australia and the Northern Territory Government on tourism management and promotion.

The report “Walking to the Future…Together. A Shared Vision for Tourism in Kakadu National Park”2, has identified that there is a need to develop a brand and Tourism Master Plan for Kakadu. Kakadu is a World Heritage area, jointly managed by its traditional owners and the Australian Government3 through the Board of Management. The Kakadu region covers diverse geographic landscapes including coastal, wetlands, stony country and the Arnhem Land Escarpment. Brand Kakadu endeavours to conceptually take down the borders of the National Park, opening up the region as a national landscape, and providing the visitor with a greater depth of experiences as a whole. Kakadu is the entry point to Arnhem Land and adjoins the Nitmiluk National Park and Katherine Gorge in the south. Brand Kakadu provides recognition of this region’s value as one of Australia’s great experiences and provides opportunities for the entire region to benefit from the branding process. The distilling of Brand Kakadu will enable the development of this World Heritage area as a leading local and international tourism destination. This brand document will be an integral part of the Tourism Master Plan, providing direction for the development and refinement of the Kakadu experience.

In consultation with key stakeholders, the brand was developed to define Kakadu. These stakeholders are the traditional owners (Bininj and Mungguy), Parks Australia, the Northern Territory Government and the tourism industry. The traditional owners heavily influence the brand as they hold the key to its depth and essence.

1. Tourism Australia - Towards a Global Target Market January 2006 Strategic Insights 2. Walking to the Future…Together. A Shared Vision for Tourism in Kakadu National Park: http://www.deh.gov.au/parks/publications/kakadu/tourism-vision/index.html3. The Government’s response to the Shared Vision is at: http://www.deh.gov.au/parks/publications/kakadu/ktv-response.html

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As a result of the stakeholder brand development workshops, it was clear that the top priority principle is the protection and conservation of the Kakadu culture, landscape, flora and fauna. This is also identified in the Shared Vision.

The 10 key principles from the Shared Vision underpin the brand strategy:

Respect for country and people1

Kakadu is first and foremost home to the Bininj/Mungguy. They will influence, encourage and participate in the development of tourism from which they gain economic and social benefits, at a pace and level they determine.

The Bininj/Mungguy have leased their land to the Australian Government to be jointly managed as a national park, to protect and manage its priceless natural and cultural heritage.

All parties will recognise and enhance the protection of Kakadu’s diverse landscapes, internationally important wetlands and spectacular plants and wildlife.

Tourism should not be boss of country. The progress and development of tourism will be undertaken in accordance with wishes of the traditional owners and at a pace consistent with their own values and aspirations.

All parties will respect the wishes of Bininj/Mungguy – that tourism develops at an agreed pace and level which harms neither nature nor culture.

Respect for customary law and traditions will underpin all tourism decisions.

All parties will respect the need for Bininj/Mungguy to retain the privacy to use their own land for hunting, fishing and ceremony, and to protect and hold private their sacred stories and sites.

Aboriginal culture and the land on which it is based will be protected and promoted through well-managed tourism practices and appropriate interpretation.

The travel and tourism industry will have security of tenure, profitable investment and the opportunity to provide authentic and memorable visitor experiences, within the context of a commitment to respecting culture and country.

Kakadu National Park will be recognised as one of the most significant natural and cultural World Heritage areas, offering visitors a range of enriching and memorable experiences. This document intends to position Kakadu National Park as a globally significant destination and provide support for delivery of the brand.

Walking to the Future…Together. A Shared Vision for Tourism in Kakadu National Park:

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THE BRIEFIn April 2006, the Director of National Parks, on behalf of the Kakadu Board of Management, commissioned Charlotte Prouse from The Brand Coach to develop a clear brand positioning and implementation strategy for Kakadu National Park, as part of the recommendations of the Shared Vision document. Key objectives of this process are listed below.

The brand reflects the views and ideals of the Park’s traditional owners, representing their culture and their country.

Work with the tourism industry to deliver a brand that has longevity and sustainability for the industry.

Brand Kakadu is developed in the context of the Tourism Australia’s Brand Australia campaign.

The brand delivers on the Australian Government’s objective to position Kakadu as an icon destination in the domestic and international market.

The brand provides a vision that is about the sustainability of the Aboriginal culture in Kakadu National Park.

The brand influences the development of experiences on offer to Park visitors that can be delivered in a sustainable way.

The brand should be developed with Northern Territory Government consultation and should deliver on the experiences as part of Brand Australia.

The brand strategy has the ability to support the long-term protection of the Park’s World Heritage values.

The brand gives focus to the development of all communications strategies.

Identify the target audience that would be motivated by and relate to the brand.

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THE PROCESSThe Shared Vision acknowledged the importance of the consultation with key stakeholders and interest groups who have a connection with Kakadu National Park. To develop a successful brand strategy that has the support of all stakeholders, further consultation was essential.

The brand consultation was conducted through five workshops involving the individual stakeholder groups:

Kakadu Board of Management

Traditional owners, north of the Park, the Mirarr

Traditional owners, south of the Park, Mary River

Kakadu National Park staff

Tourism industry representatives.

These workshops formed the foundation for developing the Kakadu brand strategy. Guidance has been obtained from each group throughout the development process.

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Branding demands exceptional focus - focus on a primary audience profile and focus on the most compelling proposition for this audience. You cannot be all things to all people.1

THE TARGET MARKET Kakadu is a key icon destination as part of the Tourism Australia’s Brand Australia offering to a specified target market identified as the ‘international experience seeker’.

The term ‘experience seeker’ refers to a mindset, which moves beyond holiday purchasing behaviour and represents the way a person lives and their beliefs systems.

Through the identification of this mindset, Tourism Australia has been able to identify a strategic brand positioning that has a connection with the ‘experience seeker’. Through research, they have determined that the current international markets believe that a core number of geographical icons sum up the Australian experience in particular, the Sydney Opera House, Sydney Harbour Bridge, the Great Barrier Reef and Uluru. A national strategy is being developed to identify and market a broader suite of outstanding tourism icon experiences. Kakadu is a key part of this strategy.

People, environment and lifestyle inspire the ‘experience seeker’. Kakadu has an opportunity to be the leading destination in Australia to deliver these experiences.

Tourism Australia’s ‘experience seeker’

Tourism Australia discovered that the ‘experience seeker’ is open to new adventures, so they can learn more about themselves.

As a result they are: More open minded More inquisitive More progressive Less materialistic More active on their holidays.

They are:

Better educated More driven as people in their personal achievements More likely to emphasise personal development Marketing/advertising savvy.

‘Experience seekers’ deal with information and advertising in a different way.

They: Are highly interested in travel for travel’s sake – it is a big part of their life Look for inspiration, research extensively, take all their needs and wants into consideration, and often know where

they are going next – there are so many destinations geared for them Are intrigued by stories of exotic places, people, lifestyle, histories and environment Yearn for ways to involve themselves in experiences with exotic places and people’s lifestyles and histories Recognise the role of communications and mass media but tune into personally relevant information Are inspired by books, stories, movies and slide nights put on by friends who have travelled.

1. Whitfield, G. DMO World Newsletter Jan.2005

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Get the message right for the few ideal visitors and the rest will respond - always….A cutting-edge brand position with exceptional delivery of the brand promise will attract an audience to that brand whose depth and breadth will be astounding 1

A snapshot of the ‘experience seeker’s’ needs is outlined below.2

Functional: they seek a contrast to their everyday life, a learning experience, an opportunity for involvement (environment, people and culture), and insights into everyday.

Economics: they look for good value, want destination to intrude into their awareness, not wait for them to come looking, always looking to extend their stay and save money to pay for access to experience.

Social: they are deeper, more complex, wanting to develop personally, questioning the established norms, looking to stand out and not be seen as a tourist.

Emotive: they want holidays that are balanced, they want personal development and it is important that the needs of their partners and friends are met.

Cultural: they are curious about the world, they are different to the rest – a more complex person.

Tourism Australia3 has identified the target market that is driven by specific and clear needs, beyond that of normal tourists. This creates an enormous opportunity for Kakadu National Park to be a destination that meets the needs and values of the ‘experience seeker’. It also creates an opportunity to increase the length of stay of visitors, opposed to increasing the number of visitors. Increasing length of stay will give the visitor a greater understanding of the people, culture and country of Kakadu, and therefore satisfy their need to learn and be immersed in the Aboriginal experience in Kakadu. They will also gain greater understanding of Australia's cultural diversity and natural heritage.

Upon leaving, visitors will be advocates of Kakadu, equipped with new knowledge and a special sense of experiencing something unique.

The ‘experience seeker’ is looking for authenticity – these visitors seek immersion in genuine Aboriginal culture. By doing so, they hope to learn something about themselves through the eyes of another culture. The interaction and perspective of the traditional owners is paramount to the experience.

The analysis of the consumer insights and travel trends in the Shared Vision document supports this notion of the experience seeker. Further research on tourism trends indicates a growth in wellbeing and spiritual tourism. These studies raise the issue of the importance of work-life balance and the search for inner peace and spirituality. Destinations with ancient spiritual values, for example Machu Picchu, Masvingo Zimbabwe, Mount Sini, Easter Island and Stonehenge, have been identified as providing a high level of spiritual fulfilment for the visitor. The sharing of the Kakadu culture and country can provide this same level of fulfilment.

There may be concern that, by focussing on a specific target market, other important markets that visit Kakadu will be ignored. International destination branding experience has shown1 that by delivering a unique and outstanding experience to tightly focussed target market other markets will follow – always, often at a level of interest that was never anticipated.

1. Whitfield, G. DMO World Newsletter Jan.2005 2. Wellness Tourism, Melanie Smith and Catherine Kelly, Senior Lecturers in Cultural Tourism, University of Greenwich, London.3. Tourism Australia – Towards a Global Target Market, January 2006, Strategic Insights.

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BRAND KAKADU PYRAMID The brand pyramid embodies Kakadu’s physical, emotional and spiritual elements through the brand components.

IDEAL VISITORS

Prepared to spend more than 2-3 nights. Learn more about Aboriginal culture, Genuine and authentic, Time to appreciate, Want to connect with the land and the people, Respectful, Willingness to spend money

to have an experience, Feel privileged to be there

ATTRIBUTES

Cultural, geographic and climatic diversity, Great physical beauty, World’s oldest continuous living culture, Home (to traditional owners), Caring place, Six seasons, World Heritage status, Appropriate

accommodation, Guided walks, Cultural interaction

PERSONALITY

Wise, Mysterious, Proud but humble, Barefooted - in touch with earth, Complex, Guardian, Contemplating, Secrets are held close, Reverence, Spiritual

BENEFITS TO KAKADU

Self-determination, Self esteem and pride. Secure children's future, Help keep the culture alive, Preservation of the environment, Economic sustainability, Jobs and business opportunities, Increased roles of

traditional owners, Reducing barriers between cultures

VISITOR BENEFITS

Inspirational, Enjoyment, Connection, Self discovery /awareness, Privilege, Life changing, Revitalisation,

Reconciliation, Mind expansion, Experiencing land and culture, Spiritual enrichment, Sense of achievement

VALUES

Mutual respect for land, country and culture, Authentic, Spiritual, Enlightening, Inspirational,

World Heritage values,

ESSENCE

Spiritual wonder of the world

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THE BRAND STRATEGY Kakadu is one of the iconic destinations for tourism in Australia, showcasing a living cultural landscape of world significance. Traditional owners point out that this is their home, and that the type of visitor they wish to welcome is a person who will respect and protect the culture and country. The current strategy of Tourism Australia and Tourism Northern Territory – which is to invite the world to experience how Australians live – provides a strong base for attracting this type of visitor. The visitor will learn about Kakadu’s outstanding natural and cultural heritage. They will experience Aboriginal culture and see how Aborigines share the same aspirations for their community’s well-being as other contemporary Australians. Brand Kakadu will guide the development of these visitor experiences.

Traditional owners, Parks Australia and tourism industry representatives agree that, in order to experience Kakadu, visitors need to have greater involvement and spend more time in the Park region. The experiences on offer should encourage visitors to stay long enough to immerse themselves in the majesty of the country. They should involve aspects of contemporary and traditional Aboriginal life, leaving enough mystery for the visitor to want to return. An invitation into one’s home is a privilege. Visitors who accept this invitation will want to learn about the culture, the natural heritage and the region’s World Heritage significance.

The Kakadu Brand Strategy seeks to:

Invite visitors who will respect and protect Kakadu’s culture and environment:

Develop visitor experiences that provide insights into contemporary and traditional Aboriginal culture Develop visitor experiences that teach the World Heritage values of Kakadu’s cultural and natural heritage. Develop infrastructure and services that deliver the brand promise Develop and promote visitor experiences throughout Kakadu’s six seasons Develop visitor experiences that encourage lengthened stays and increased average spend Develop Kakadu logo and marketing livery.

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A brand positioning statement

This is a strategic statement for corporate or internal use only and is not designed for use as a public pronouncement of any kind. Once refined and agreed, it is the blueprint which all other activity should follow from the creative expression of the brand identity to the future tourism investment strategy

The platform must serve to differentiate the place or destination from anything else available. If it fails to do this, the destination will merely join a crowd and become part of the wallpaper.1

THE POSITIONING OF BRAND KAKADU Brand positioning statement

Kakadu is a 50,000-year-old living cultural landscape that interacts with nature and the seasons. The awesome, ancient Arnhem Escarpment frames this World Heritage wetland. It is a place with deep spiritual richness and history that inspires the senses, commands deep respect and provides self-discovery, enlightenment, adventure and relaxation.

The positioning statement embodies the concept of a vibrant living culture as well as a rich history. This culture will be handed down to future generations and continue to develop. If we consider that our destinies are already written, what is the destiny of the Aboriginal culture? What is its highest intent? It has survived at the hands of adversity. Why is this? What learning does Kakadu offer its people and its visitors? Many other sacred sites and ancient cultures around the world have been lost, whilst the Aboriginal culture has survived? What can the world learn from this?

The ancient civilisation with unimaginable riches of Easter Island is now extinct. Kakadu has unequalled riches and it continues to tell its stories through the eyes of today's contemporary culture. It continues to grow as a living library of the past, the present and the future.

The following dimensions to the positioning statement provide an emotive sense and direction of what brand Kakadu represents.

Statements that position Kakadu as a globally significant region are listed below.

It is one of the great natural and cultural wonders of the world.

Spiritual wonder of the world – our destiny is already written.

A spiritual wonder of the world – our past, your present.

The land is our story, our ancestor’s heart, soul and spirit.

Kakadu – our dreamtime home.

The land tells our stories. Sit on our country and feel the spirit of our ancestors.

This spirit land tells our stories, our seasons turn the pages.

Our country, our destiny, your future.

Where else in the world can you experience six seasons in world renowned wetlands, World Heritage listed cultural values that are 50,000 years old, on the oldest continent on the planet? Where else do you enjoy the privilege of watching a sun setting over a country, with ancestral spirits watching over it and its people?

1. Whitfield, G. DMO World Newsletter Jan.2005

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LIVING THE BRAND The best brands live their values. Delivering the recommendations of the Shared Vision realises an investment in the long-term future of Kakadu. The successful delivery of the brand promise ensures the protection and conservation of Kakadu’s natural and cultural World Heritage values. With industry and staff translating strategy into reality, Brand Kakadu is realised. Every point of interaction delivers a consistent and clear message about Kakadu. Every action supports and enhances the brand. The Shared Vision recommendations are applied through the essence, values and positioning of Brand Kakadu. By embracing the brand, Kakadu will attract its ideal visitor, the ‘experience seeker’. The brand radiates the highest intent of Kakadu and its stakeholders; this is evident through the benefits the successful implementation of the brand brings to all who embrace it.

Branding is a new concept for park managers. A destination brand provides managers the constant opportunity to think seriously about the nature of the brand visitor experience they administer and how their actions and policies can either accentuate and, or cultivate the qualities of that experience, both for the site and the visitor, or, conversely, detract from them. A widely accepted destination brand enhances the capacity of managing authorities to deliver consistently on the brand qualities and to take active management steps, to intervene when those qualities are jeopardized.

The exceptional target market focus provided by a brand also enables managers to focus their management priorities rather than diffusing their limited visitor management resources trying to be all things to all people. Branding gives a strong policy basis for the nature of infrastructure investment, concessionaire delivered visitor services (including Indigenous enterprises), signage and information and interpretation programs.

The Tourism Master Plan proposed by the Shared Vision provides the strategy, facilitating the Shared Vision recommendations within the framework prescribed by the Kakadu National Park Plan of Management. The Master Plan focuses on experiences, not attractions. It provides the fabric for the development of Brand Kakadu experiences and related infrastructure tailored to the needs of the ‘experience seeker’. This includes all signage, education material and programs. Kakadu promotional activity will communicate Brand Kakadu to the ‘experience seeker’, in such a way that makes an emotional connection and inspires them to visit.

Parks Australia will use the brand strategy for staff training, starting the process of the brand living through management and every aspect of Kakadu. The brand strategy will be provided to all tourism operators old and new, so they too can implement the brand through their marketing and the way they approach their business.

Kakadu National Park is a regional hub. It is the gateway to Arnhem Land and is part of a region that adjoins the Nitmiluk National Park and Katherine Gorge in the south. Brand Kakadu provides recognition of this region’s value as one of Australia’s great experiences and provides opportunities for the entire region to benefit from the branding process. It is therefore important that the various elements of the following brand implementation program be undertaken in a manner that reinforces Kakadu’s regional role, recognising and promoting the essence of the brand that applies to the visitor experiences in the greater region.

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BRAND KAKADU AS INSPIRATION The focus is on providing support and services to encourage the uptake of the brand, not to enforce its use. Research and case studies have shown that individuals and groups are far more receptive to change when they have a high level of choice and are involved in a way they find inspiring and creative. Kakadu’s essence is a statement that encapsulates what has been identified as the highest intent of the Park. The values help and guide individuals and organisations to achieve that highest intent.

A brand is a living concept and it has the ability to overlap the values of an individual or other organisations. It identifiesa group’s common intent, provides direction and highlights their needs and wants. All these have emotional connections to individuals and mean different things to different people. The challenge with implementing a brand is to generate information channels and training experiences that make this emotional connection and inspire individuals. It is through inspiring the choice to embrace a brand and maintaining that connection that it will succeed.

BRAND IMPLEMENTATION PROGRAM In order to achieve successful implementation of Brand Kakadu, all communications must resonate with the brand and be an exemplar of its implementation. The short-term implementation will comprise the following items.

Marketing Plan and strategy

A market plan and strategy will be developed in conjunction with Tourism Australia and Tourism Northern Territory. Marketing plan – marketing strategies, seasonal timelines, synergies with the Brand Australia campaign and

Tourism Northern Territory marketing, consumer insights, etc. Public relations strategy – examples and structure of press releases, tone of voice, key brand descriptors and

messages, etc.

Delivery of new experiences

Within the context of Brand Kakadu a strategy will be developed to align the aspirations of the ‘experience seeker’ target market with the presentation of Kakadu’s World Heritage values. This strategy will specifically address the Shared Vision recommendations relating to Development of Experiences (recs 42-51) and Seasonal Opportunities and Access (recs 52-55)1. The strategy will form a key element of the Tourism Master Plan. It is important to have all Kakadu visitor experiences overlaid with the principles of Brand Kakadu. When this is successful it will deliver the benefits highlighted in this document.

Brand kit

A brand kit will be developed that can be used to encourage the implementation of Brand Kakadu across all products, services and experiences. It simplifies implementation of the brand, ensuring its consistency and integrity. The brand kit could include the following essential items:

Shared Vision – abridged version5

Brand strategy document

Tourism Master Plan – experience development

1. Walking to the Future…Together. A Shared Vision for Tourism in Kakadu National Park

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Brand kit (cont)

To help those who are implementing new experiences or wishing to update existing ones a brand checklist and advisory service should be set up. This will provide avenues for self-assessment and external assistance.

Kakadu livery development

The livery development is the creative execution of the brand strategy and will be implemented across diverse activities – e.g. accommodation, park entry, signage, uniforms, retail, marketing/promotions, tourism industry, etc. The development of the Kakadu livery will be set out in a brief for an agency experienced in this field (livery development). Consideration will be given to the development of a suite of logos that existing, new and related businesses and activities can utilise; as well as an umbrella livery, that may be used across different activities and experiences by the tourism industry and Parks Australia.

Style manual

The style manual is the tool used by the Board of Management to administer the implementation of the logo across all applications. All parties should refer to its rules regarding appropriate use of the brand livery. The manual will consist of:

Style manual – rules and regulations on how to implement the logo and/or logo suite, colour palettes, fonts, etc. Electronic files of logos, colour palettes, fonts, etc. Brand checklist Abridged style manual specific to application – e.g. signage, uniforms, marketing/advertising, etc.

Image library

Images are one of the strongest ways to tell the story of Brand Kakadu. The library will comprise of inspirational photography that depicts Kakadu experiences, culture and landscape. It will provide visual images that potential visitors have an emotional connection with.

Brand standards register

Representatives from the Board of Management and Parks Australia should develop a standards system for all Park experiences. The standard could be awarded to businesses that embrace Brand Kakadu. It could be applied as a ratings system for visitors to use when making informed decisions about the type and level of experience they seek.

An award system could also be developed to reward excellence, which would help: Increase the profile of Brand Kakadu, keeping the brand active and organic Encourage participation and uptake of Brand Kakadu by all interested stakeholders and service providers – e.g.

tourism industry, Park tourism products, developers Encourage new and exciting visitor experiences, as identified in the Tourism Master Plan Build a strong, integrated community around the brand, with participation from traditional owners, Parks Australia,

tourism industry, Kakadu businesses and the general public, to strengthen the sense of ownership and belonging Encourage the development of a world class brand through:

- infrastructure – e.g. architecture, accommodation, signage, boardwalks, etc. - products and services – e.g. retail merchandise, walks, bush tucker experiences, ranger talks, galleries, environmentally friendly take away coffee cups, etc.

Encourage a philosophy of continuous improvement across all areas of Kakadu’s development and for future generations – e.g. industry recognition, community awards, youth programs, etc.

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Training and networking

Tourism Australia ‘experience seeker’ consumer insights provide an understanding of the potential visitor’s needs and wants.

Design and develop training systems and resources for Park staff, tourism operators and the general Kakadu community. There are many ways to provide training. With the distances and diversity in Kakadu, several options should be made available:

Face to face or small group training – integrated into the local education system, as regular training provided by Parks Australia, on a consultation basis, as individual groups or learning circles.

Training materials – developed around the brand manual, these could contain training videos produced using the Kakadu community as the cast and done in a fun, entertaining and informative way, as well as printed training manuals and support materials.

Networking opportunities – training could be provided in the form of seminars conducted at regular networking meetings. This has the added advantage of building a sense of community, particularly in such a widespread area.

The opportunities for implementing Brand Kakadu are endless. The intention of the brand is based on values and principles that already exist in the Park. The role of Brand Kakadu is therefore to inspire the imagination and soul.Marketing and promotions

Templates

Develop templates, briefs and examples of how to appropriately implement Brand Kakadu. These are tools that groups such as the tourism industry, Parks Australia and marketing service providers can use to consistently communicate Brand Kakadu and the brand promise. They could include:

2. Tourism Australia - Towards a Global Target Market, January 2006, Strategic Insights. Training

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Resources

Provide resources that would link back into the above-mentioned activities and provide depth to the implementation of the brand. They could include: Tools and ideas – e.g. business plan templates, training, research, etc. Related links – e.g. government agencies, industry associations, professional assistance, etc. Supplier information – a directory of potential suppliers/consultants for the production of products, services,

marketing, PR, merchandising, training, etc. with each supplier required to follow the Kakadu Brand guidelines, it would increase consistency of the brand. It also has the potential to generate revenue and link into the standards register. Online brand kit 9.

The brand kit is best managed online, as a central hub containing all information relating to Brand Kakadu. The online brand kit can be as simple or complex as desired and will depend entirely on the budget allocation. It could include:

Access to products, services and advice on how to develop Kakadu experiences A search-based, interactive version of the brand manual Training videos that can be downloaded and watched from a PC Business development resources, to assist not only the tourism industry, but also other business services within

the Park, so that they can embrace and benefit from the strength of Brand Kakadu An image library A Kakadu internet blog, so that people who wouldn’t normally be able to communicate with each other can

participate in forums or learning circles, encouraging the development of brand experiences and a strong community around the brand.

There are many more opportunities for Brand Kakadu online. The technology available today is only limited by your imagination. Most importantly, it enables the brand to be successfully managed and nurtures the spirit of a truly organic brand. The fundamentals don’t change, but the methods and way we communicate will, enabling all those using Brand Kakadu resources to access the most up-to-date tools and resources. This is something a hard copy brand kit cannot achieve without great expense.

9. Proposed online brand kit location - http://www.deh.gov.au/parks/publications/kakadu/tourism-vision/index.html

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THE BRAND AND MANAGEMENT OF THE NATIONAL PARK A summary of the relationship between Brand Kakadu and the park’s management framework

Kakadu National Park World Heritage Area

National tourism sector

Board of Management

Shared Vision for Tourism

Park Plan of Management

Brand Australia

Brand Kakadu

Tourism Master Plan

Shared Vision Recommendations•New experiences (recs 42-51)

•Seasonal opportunities and access (recs 52-55)

Brand roll-out

Brand tool box Brand Kit Livery development Signs Style manual Image library Brand Standards Register Training and networking Templates

New experiences implementation- tours - stories - camps - iconic walking tracks - luxury, low-impact eco-camps - tourism centres - visitor accommodation

Use by Brand partners Tour operator marketing Concessionaire infrastructure Publishing (posters, books, maps,

brochures) Media – documentaries, news Education

Marketing Kakadu Tourism Australia Tourism NTTourism Top End Katherine Region Tourist Assoc

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© July 2006 www.deh.gov.au