The Sailing Club
Client:
SEP, 2023
Date:
CELEBRATING SUMMER
In 2023, the picturesque town of Robe set out to establish itself as a prominent destination on the
wine and music festival circuit. This case study outlines the strategic marketing and communication efforts that facilitated a successful site activation for The Sailing Club brand, including crucial stakeholder engagement with the local government and a strong emphasis on environmental sustainability.
The Sailing Club
Client
Branding, Document Design, Web Design
Services:
Strategic transformation to enhance engagement
The Challenges
Site Activation and Branding: Establishing Robe as a festival destination required effective site activation and strategic branding of "The Sailing Club” to attract both local and external visitors. Local Government Stakeholder Engagement: Obtaining buy-in and support from local government stakeholders was crucial for securing necessary permits, infrastructure support, and community approval.
Environmental Concerns: The Sailing Club impact on the environment needed to be carefully managed to ensure the preservation of Robe's natural beauty and biodiversity.
Tourism Visitation Increase: The Sailing Club” needed to be positioned as a catalyst for increased tourism visitation, contributing to the local economy and community development.
Our Strategy
Strategic Branding and Positioning: A cohesive branding strategy was developed to highlight Robe's unique blend of wine, music, and scenic beauty. This involved creating an identity that resonated with the target audience while staying true to the town's charm. BMP delivered "The Sailing Club” brand to incorporate these factors
Stakeholder Engagement with Local Government: Extensive consultations were conducted with local government officials, addressing concerns, and presenting the “Sailing Club” as a mutually beneficial endeavour. Documentation was delivered that would answer any concerns that may arise from the proposal.
Community Involvement: Engaging the local community was integral to the success of the event. Community communications were developed to aid with this.
The Results
Local Government Support and Infrastructure Development: Stakeholder engagement efforts resulted in strong support from local government authorities.
Positive Environmental Impact: “The Sailing Club” commitment to sustainability garnered positive attention, positioning Robe as a responsible and eco-conscious destination. Waste reduction initiatives and eco-friendly practices contributed to a minimal environmental footprint.
Increased Tourism Visitation: "The Sailing Club” attracted a significant number of visitors, exceeding initial expectations. The influx of tourists had a positive impact on local businesses, accommodations, and restaurants, contributing to increased economic activity.
Conclusion
“The Sailing Club's” successful site activation, local government stakeholder engagement, and environmentally conscious approach exemplify the power of strategic marketing and communication in transforming a town into a sought-after festival destination. By addressing key challenges and aligning with community values, the festival not only enhanced Robe's profile but also significantly contributed to increased tourism visitation and sustainable community development. This case study serves as a testament to the potential of well-executed marketing and communication strategies in achieving positive outcomes for both local communities and tourism initiatives