Yankalilla council to work with Onkaparinga through its rebranding

Pictured at Wirrina in 2015 with the logo are the council's then-economic development officer Amber Nancarrow and Yankalilla Bay Visitor Information Centre co-ordinator Natasha Hunt.
Pictured at Wirrina in 2015 with the logo are the council's then-economic development officer Amber Nancarrow and Yankalilla Bay Visitor Information Centre co-ordinator Natasha Hunt.

Having rebranded for tourism purposes in 2015, District Council of Yankalilla prides itself on being the 'Fleurieu Coast'.

But the City of Onkaparinga council has now revealed its new tourism identity as 'McLaren Vale and Fleurieu Coast', and the Yankalilla council is concerned about some confusion this might cause.

At Yankalilla's March council meeting, agree that instead of starting a fight over it, council should try to work with Onkaparinga to build on potential tourism opportunities.

The council has allocated $13,220 in the draft 2020-21 annual business plan and budget to have an independent branding professional advice the council on how it can work with its Onkaparinga counterpart to "reduce consumer confusion and maximise tourism's contribution" to both districts' economies.

Some of the questions the consultant will be asked to address includes: how to best leverage the Onkaparinga branding, whether to invest in the Onkaparinga tourism guide with a 65,000 distribution, how council can uniquely identify its visitor centre, and other changes or enhancements that can be made.

'Fleurieu Coast: Made by Nature' was endorsed by Yankalilla elected members as the council's regional name and tagline in June 2015.

The City of Onkaparinga endorsed the 'McLaren Vale and Fleurieu Coast' identity through its tourism strategic plan 2019-23 in September 2019, and a website to cover the tourism identity was officially launched in February this year.

Mayor Glen Rowlands in the 2019 Normanville New Year's Eve pageant, promoting the Fleurieu Coast: Made By Nature brand.

Mayor Glen Rowlands in the 2019 Normanville New Year's Eve pageant, promoting the Fleurieu Coast: Made By Nature brand.

According to the council's tourism and events management officer Lisa Pearson, there had been confusion for travellers in the area since Onkaparinga's name change.

"On New Year's Eve, a family from metro Adelaide came in to our Fleurieu Coast Visitor Centre to get a permit to drive on Sellicks Beach," she said in a report to councillors.

"They were responding to a sign on the Onkaparinga council offices which directed them to 'get a permit from McLaren Vale and Fleurieu Visitor Centre to purchase', or words to that effect. They thought that meant two locations, google mapped the Fleurieu Visitor Centre and got us."

Onkaparinga also publishes a tourism guide with the branding 'McLaren Vale and Fleurieu Coast', which Ms Pearson said various businesses in the Yankalilla district assumed included both regions.

Ms Pearson said the name could not be trademarked by the council.

"The words 'Fleurieu Coast' cannot be trademarked as it is a geographical term that other traders will have a legitimate desire to use in connection with their own similar goods and services," she said in a report to councillors.

The council has, however, trademarked the words 'Made by Nature' for goods and services and tourism promotions, and also the words 'Made by Nature Fleurieu Coast' and its associated stylised logo.

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