Canvas Group Unveils New Brand Identity For Orange Region Tourism

Canvas Group Unveils New Brand Identity For Orange Region Tourism
SHARE
THIS



Inspired by the region’s diversity of attractions, seasonal colours and all-year-round appeal, Orange360 is the new brand identity for Orange Region Tourism by creative agency Canvas Group.

Orange Region Tourism was established in 2017 with a key strategic objective of building one identity and one unified message in order to rectify confusion in the market and strengthen the region’s tourism industry.

The industry-led initiative is supported by Orange City, Cabonne and Blayney Shire Councils, as well as other tourism operators, accommodation providers, food producers, wineries, cafes, and restaurants.

Following a competitive pitch process, Canvas Group was successfully appointed to the role of bringing the region together under one unified brand for the first time, in order to build a cohesive marketing strategy with the aim of increasing tourism numbers and driving economic benefits.

Orange360 is being rolled out via a comprehensive marketing campaign, including a new website which allows visitors to easily explore the full spectrum of experiences on offer.

Orange 360 [1]

Jorge Castillo, creative partner at Canvas Group, said Orange360 was developed as a destination brand with both local and international audiences in mind, and was inspired by consumer research that revealed using Orange as the anchor in the name resonated strongly with target consumers.

“Whilst the area is geographically much more than just Orange, this city is the gateway to the region and we found that this was the destination that resonated with target audiences,” he said.

“We found that the circle was a recurring theme, from the ‘O’ in Orange to the circle shape that the area forms on the map. We evolved the circle theme into ‘360’ to convey the region’s openness and infinite array of offerings.”

Caddie Marshall, general manager at Orange Region Tourism, said: “This was a very challenging brief, as historically tourism in the region has been branded and marketed separately by each council as well as by external organisations such as Brand Orange.

“It was the first time all three councils and more than 60 representatives came together to agree on one common approach.

“We are delighted with the result and have had extremely positive feedback from other major tourism entities such as Destination NSW.

“Orange360 cleverly encompasses everything that colours our region, all year round. It unifies the people, places and produce that make our region unique under one umbrella for the first time.”

CREDITS

Client: Orange Region Tourism

Research and creative: Canvas Group

Digital: Canvas Group (UI) and Web Matrix (build)

 

Please login with linkedin to comment

Canvas Group Orange Region Tourism Orange360

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]