Bunbury's tourism campaign takes next step

Proposed new tourism slogan “Bunbury: Where you’re free to be” is one of four concepts presented to the city’s tourism team by Perth-based marketing agency Braincells.

Click here to take a look at the full Braincells presentation.

A decision on the slogan was deferred at last week’s Bunbury City Council meeting with Deputy Mayor Stephen Craddock saying tourism operators had not had enough time to comment on the campaign.

The Bunbury Herald can now reveal the divisive slogan was the centrepiece of one of four tourism campaigns developed by Braincells.

In a presentation at the end of March, Braincells pitched four brand concepts to representatives of the city and the local tourism and hospitality industry.

“WA has no shortage of country towns,” concept one of the Braincells presentation reads.

“The problem is, most of them offer the same experience. Bunbury is different. It has the Down South offer of pristine beaches, wineries, bush and tranquillity. However, it also has an impressive public gallery, a vibrant arts scene, film festival and regional entertainment centre. Bunbury: It’s country with culture.”

Concept two is the already revealed “Bunbury: Where you’re free to be”, while concept three plays on the emotions supposedly evoked by the city.

“Bunbury offers the best of both worlds: country and city,” the presentation says.

“This campaign finds a truly memorable voice to bring this very rational message to life. Instead of using the words ‘country’ and ‘city’, we replace them with the reactions they both provoke. Bunbury: Where YEE HAA meets OOH AHH.”

Concept four uses the same slogan as concept one but with the rationale from concept three.

The new tourism slogan is set to launch in July but that date now appears unlikely.

“The tourism team will be taking the proposed tourism brand back to the council briefing this week for their further consideration,”

City of Bunbury events, tourism and promotions team leader Dee Smith said.

“After this time we will be able to better assess how we are to move forward and when the launch is likely to take place.”