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    CELEBRATION: From left, Northern Grampians Shire Council director strategy, prosperity and engagement Justine Kingan, tourism and marketing officer Anna Gellert and chief executive Brent McAlister celebrate the organisation being named a finalist at the 2024 National Economic Development Awards in Melbourne on October 17.

Tourism branding wins recognition

A Northern Grampians Shire Council campaign aimed at establishing the region as a tourist destination was one of three finalists at the recent 2024 National Economic Development Awards for Excellence.

The awards, presented at a ceremony in Melbourne this month, recognise individuals and organisations who drive growth and community prosperity, with Northern Grampians Shire Council finishing runner-up to the City of Whittlesea in its category.

The council was named a finalist for its Discover Northern Grampians brand, which chief executive Brent McAlister described as best practice in destination marketing.

“We are thrilled to be recognised as a finalist in these prestigious and highly competitive awards, among projects from municipal councils and regional development organisations throughout Australia,” he said.



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“Developing the Discover Northern Grampians – DNG – brand involved a comprehensive process that took almost two years from planning to implementation.

“I would like to congratulate everyone involved for their vision, collaboration and hard work, that has not only resulted in the DNG brand’s creation, but its ongoing success.”

Mr McAlister said DNG was designed to appreciate, celebrate and build upon the municipality’s unique tourism value, so visitors were sustainably dispersed and increased their length of stay.

“The brand also includes the current community and future community as audiences, to ensure Northern Grampians residents know this destination brand exists to improve their lives by strengthening the visitor economy,” he said.

Mr McAlister said the council’s economic development team developed a distinctive DNG brand separate from the organisation’s corporate brand to ensure clear communication with the right audiences

“Collaborating closely with the local communities, industry stakeholders and regional tourism partner Grampians Wimmera Mallee Tourism, we gathered insights to develop the value propositions and the compelling brand story,” he said.

“Any potential audience should have a smooth and clear experience when learning about Northern Grampians towns in the context of the broader region.”

Mr McAlister said the brand emphasised and represented people who ‘live, work, invest and love’ the region.

He said the brand was rolled out through a website and digital presence; social media; events partnership and promotion; outdoor signs and printed materials; special projects; and billboards and digital assets.

People can follow Discover Northern Grampians on Facebook, Instagram or YouTube for updates about events and tourism assets in the shire.

The entire October 30, 2024 edition of The Weekly Advertiser is available online. READ IT HERE!

The entire October, 30, 2024 edition of AgLife is available online. READ IT HERE!