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
1 Brand positioning statement
A collaboration of the Kakadu stakeholders, collated by Charlotte Prouse and Sarah Crawford
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
PAGE i BRAND KAKADU
What is a brand 2
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
PAGE ii BRAND KAKADU
Kakadu National Park is one of the great
World Heritage areas, recognised universally
as a place with:
• A living Aboriginal culture – home to
• 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.
PAGE 1 BRAND KAKADU
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
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).
PAGE 2 BRAND KAKADU
The 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:
3. The Government’s response to the Shared Vision is at:
PAGE 3 BRAND KAKADU
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 to