5 Responses to “South Australia Shows The Thingnamer The Door”

  1. The reason masses of people haven’t visited South Australia is because no one in the region has come up with a compelling reason for the masses (or a profitable subset of the masses) to do so.

    There it is. Compare that to New South Wales, Queensland and the Northern Territory. They overflow with reasons to visit.

    Oh, and the tagline. Definitely flat. Could be anywhere, anyone, anything. This whole effort could use some Aussie irreverence to make it genuine and give a real sense of the place.

    • Tate says:

      Thanks Justin!

      I’m with you on all counts. I visited Victoria and New South Wales about 20 years ago and loved it. The regions were very clear about what they had to offer and what the experience would be like – and they delivered on their promises.

      SA is making a promise without providing any details. Sort of a “trust us, you’re going to find exactly what you like if only you just visit” approach. Until they can specify what they do well and attract people interested in it they’re likely going to flounder.

  2. Kiwi Mike says:

    South Australia should have strongly considered renaming themselves before launching a branding campaign. Seriously, they only had six states to name, yet half of them are titled with their locations. Were they up all night coming up with Western Australia and the Northern Territory? (I guess that one is not really a state, but whatever.)

    • Tate says:

      I agree that South Australia sounds like a descriptive name, but the fact that there Victoria, New South Wales, and Tasmania are all also southerly screws things up a bit. I can confirm that the locals were actually quite worried about the potential for a name change since many people complain that the name doesn’t actually help people locate the region. While it would’ve been a cool project to try and rename a State, I’m not sure it’s possible to do so without having a war precipitating the event. Without the war beforehand I’d guess that passions would run high enough during or after the project that one would start anyhow.

  3. Sparky says:

    This article oozes with insightful, thought-provoking information that demands further investigation.

    As a South Australian looking from the inside out, conveying an identity to the outside world is very personal and no logo no matter how pretty or informative would be good enough for us (I think the media has proven this). That being said we do need an identity that we can all jump on-board with, even if it is to put in the footer of an email or plastered on an interstate billboard. It’s back to basics – ask the right questions, create an endgame and put some passion into the whole process.

    There are plenty of great examples of provincial marketing that has worked from all around the world, we shouldn’t have to drive down the same road and push out generic slogans or logos, we need to look deeper inside ourselves first. We may not have the big attractions, a large city or supersized monuments (I’m looking at you Sydney) but what we do have is something that can’t be conveyed with simple words like “Open the door” which is generic, over used and doesn’t show much effort in its delivery. What I also believe is sadly missing in this equation is our own sense of identity.

    I’m sure there was someone in the board room when the branding was delivered who just thought “is that it?” but just said nothing.

    As a designer I’ve sat in those meetings which have all been about who can scream the most, deliver a great powerpoint presentation or nod in the direction of the higher-ups. A glossy portfolio delivered on the latest macbook can go a long way but so can throwing glitter into the air. Patting each other on the back and scheduling the next meeting in their ipads and their job is done for the day, no one got their feelings hurt and they still have a job. Any passion felt is saved for the pub on a friday night where drinks with mates can often bring out true feelings about the weeks various going ons.

    I know South Australians care because social media has told us so. Maybe it’s about the money spent in rebranding that has got people passionate over the subject or maybe they feel that they have been misrepresented by a handful of commitee members.

    I look forward to reading and digesting more of your blog.

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