New brand identity set to strengthen Victor Harbor's position as the hub of the southern Fleurieu Peninsula

NO BETTER VIEW: Victor Harbor Mayor Moira Jenkins and Business Victor Harbor deputy chair Kirsten Pitman at the lookout.
NO BETTER VIEW: Victor Harbor Mayor Moira Jenkins and Business Victor Harbor deputy chair Kirsten Pitman at the lookout.

Victor Harbor will embrace a revitalised brand identity as council and Business Victor Harbor (BVH) collaborate to further position the city as a great place to live, work, visit and invest.

The new brand will define how Victor Harbor is promoted and presented to the greater community, highlighting the many unique and esteemed features that make the city so treasured by locals, investors and holidaymakers alike.

In strategically developing a new destination brand, the City of Victor Harbor plans to draw on its previous 'Encounter It All' brand campaign and BVH's 'Breathe' concept, leading to a contemporary and reinvigorated positioning of Victor Harbor.

City of Victor Harbor Mayor Moira Jenkins said the re-branding project would help to achieve the actions outlined in Victor Harbor's Economic Development Strategy.

"Victor Harbor is a hub of opportunity, with thousands of people choosing to live and work in the city and over a million people choosing to visit each year," Dr Jenkins said.

"We are a growing regional centre, boasting flourishing business activity, world-class attractions, affordable housing, extensive sporting and recreational opportunities, rich town history, ever-advancing infrastructure, and an expanding arts and cultural scene."

BVH are a key partner in the re-branding project and deputy chair Kirsten Pitman undertook significant research which centred around the need to develop an emotional and aspirational destination brand for Victor Harbor.

"The driving force behind the 'Breathe' concept was one born out of necessity. The tourism and visitation sector - the economic primary pillar, representing some 55 per cent of exports and a catalyst for stimulating businesses and jobs across other important sectors - is under performing, under threat and continues to be seasonal," Ms Pitman said.

The City of Victor Harbor has engaged South Australian brand strategy specialists, NATION to revitalise Victor Harbor's brand.

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