City of Darwin has collaborated with stakeholders and the community to develop three brand concepts for Greater Darwin, with voting now open for people to choose which brand best captures the unique character of the region.
Lord Mayor Kon Vatskalis encouraged anyone who lives, works and plays in the Greater Darwin area to be involved in the development of the new brand.
“Three brand concepts have been developed after extensive community and stakeholder engagement, including in-depth interviews, pop up sessions and focus groups,” Mr Vatskalis said.
“Each brand concept summarises the unique elements that make the Greater Darwin region a fantastic place to visit, work, invest in and live.
“There are so many factors that make Darwin unique, from the incredible outdoors, our multicultural markets, stress free way of living, friendly and relaxed atmosphere and the vibrantly colourful landscape.
“We have captured these ideas into the brand concepts to tell a story that everyone from the Greater Darwin region can be proud of and that will deliver a message about who we are and what we stand for,” he said.
The three brand concepts open for community voting are:
- Live the adventure – many people only get to break out of their comfort zone and experience adventure on holiday. Here in Darwin, we live the adventure every day, in many ways.
- Lean into life – in Darwin, we make more time for living. Here, we know there’s more to life than deadlines, commuting, stress – or doing the same thing day in, day out. To lean into life in Darwin is to make the most of its lifestyle and the life experiences on offer.
- Alive with colour – the rich colours in Darwin’s landscape are vivid and awe-inspiring – but go beyond the surface and you’ll feel the vibrant colour in our people, personality and culture too, which creates an energy like no other place has.
Once feedback has been collated, a brand strategy will be developed which will include a detailed brand story that will be shared with the community and stakeholders.
The Greater Darwin brand may be used by partners, local businesses and City of Darwin to promote the Greater Darwin region to tourists, investors, industry, future residents and prospective customers.
The aim of the Greater Darwin brand is to support the visitor economy year-round; drive population growth; and encourage investment, entrepreneurship and business partnerships in the Greater Darwin region.
