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Coca-Cola knows marketing, says Manning Valley Business Chamber president Jeremy Thornton, and he thinks MidCoast Council should look to its formula as it considers the future of its tourism marketing.
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“When you buy Coca-Cola, you can choose a Coke Zero, Diet Coke or Cherry Coke, three different brands and experiences under one brand,” Mr Thornton said.
“The three regions of MidCoast Council all have a ‘natural’ feel so you’ve got three strong brands and experiences.”
Mr Thornton is urging MidCoast Council to consult the business sector and community as consultancy firm, Destination Marketing Store, works to review the tourism identities of the former three local government areas of Greater Taree, Great Lakes and Gloucester councils.
“The community should have input. Once a draft is produced it should be thrown open to a community session so that those people who want to be involved can take part,” Mr Thornton said.
“With that said, people need to participate in the process as there is no good jumping up and down after it’s all gone and you haven’t been involved.
“If the tourism and business sector is really passionate about the ‘Manning Valley … naturally’ brand then they need to make sure their voice is heard.”
Mr Thornton speaks highly of the work of the former Greater Taree City Council in its promotion of the ‘Manning Valley … naturally’ brand.
“They were the most progressive of the three council areas in getting tourism moving.
“From a business perspective, I think ‘Manning Valley ... naturally’ was branded and promoted very well on limited resources.
“I know it is hard for council’s to dip into a limited pot of money but if more money is put into tourism the world is our oyster,” Mr Thornton added.
MidCoast Council administrator John Turner recently advised the Manning River Times that he would “be very surprised if there was any suggestion that it (the ‘Manning Valley … naturally brand) should go.”
“I think we universally acknowledge that ‘Manning Valley naturally’ is a very important trademark for the area,” Mr Turner said.
“It’s in the hands of consultants. If they come back with something like that, I’d be surprised if it received any form of endorsement to go because it is a very important name.”