Western Wilds Industry Toolkit

WESTERN WILDS

A TOOLKIT FOR INDUSTRY

DISCOVER MORE ABOUT THE WESTERN WILDS WESTERN WILDS A TOOLKIT FOR INDUSTRY 1

DISCOVER MORE ABOUT WESTERN WILDS A WILDERNESS STORY The Western Wilds will be famous for the Tasmanian wilderness story. This story is not just about physical wilderness and nature, but about people’s relationship with that environment.

Wilderness stories around the climate, conservation, industry, fauna and flora will inspire travellers as they experience their own revelations about their relationship with wilderness.

CONTENTS Our Commitment to the Journeys Our Journey Approach Our Strategy Our Brand Story Bringing Our Brand to Life Our Story Telling Approach A Region to Explore (Wayfinding)

2 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Queenstown, Flow Mountain Bike

WESTERN WILDS A TOOLKIT FOR INDUSTRY 1

OUR COMMITMENT To THE JOURNEY

FOREWORD FROM THE PREMIER The Western Wilds drive journey will get our visitors off the beaten track and make sure more people experience Tasmania’s fascinating and spectacular west.

We are inviting our visitors to experience western Tasmania in their own way and in their own time and giving them the tools to do so.

The Tasmanian Government has supported the development of this initiative in partnership with local government and the tourism industry.

Those planning to tour western Tasmania will find the necessary information and local knowledge to help make travel decisions based on their needs, holiday timeline, budget, and interests.

And when the journey becomes part of the experience itself, travellers slow down and spend more time in a region. Thank you for playing your part in the unique experience of the Western Wilds journey.

2 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Looking over Trial Harbour, Paul Fleming

WESTERN WILDS A TOOLKIT FOR INDUSTRY 3

All successful journeys offer the traveller a clear and compelling reason to engage.

While every journey is layered with multiple and diverse experiences, it will be what the journey is famous for that draws attention, motivating people to start planning and, ultimately commit to a journey that inspires them.

This compelling theme needs to connect with the heroes of a region, and has elements that together make a region distinct from others – a space the journey can own with uncompromising confidence.

THE WESTERN WILDS WILL BE FAMOUS AS THE ICONIC TASMANIAN WILDERNESS JOURNEY

4 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Philosopher Falls, Jess Bonde

WESTERN WILDS A TOOLKIT FOR INDUSTRY 5

OBJECTIVE Western Wilds is a journey of discovery through the powerful wilderness stories of western Tasmania. he Western Wilds compels travellers to take T more time, slow down and explore further throughout western Tasmania. In partnership with local government and the tourism industry, the Western Wilds is supported by the Tasmanian Government through the Department of State Growth, Tourism Tasmania and the Tasmania Parks and Wildlife Service.

STRATEGY The following core strategies have been adopted in shaping the Western Wilds plan: • Position the Western Wilds brand as the famous Tasmanian wilderness journey • Structure the journey area based on ‘where the western wilderness story lies’ instead of a structured, point-to-point road trip • Add depth to the brand experience (on journey) by engaging travellers in the rich human story of western Tasmania and their connected relationships cross-journey • Deliver tools and platforms to empower industry and community engagement, self-propelling the journey over time.

There are several ways this strategy will enhance the success of the new Western Wilds: • I nterpretative Storytelling (Story Stops) Interpretative features & experiences called Story Stops on the journey will enhance the connection between a traveller, people and place, providing focus points that not only strengthen the depth of connection, but slow people down on the journey and stimulate social sharing.

• Wayfinding Signage - While wayfinding signage has its place on a journey, it is, in many ways, flying in the face of the new world for travellers. If the traveller seeks self-discovery, feeling like they are off the beaten track and forging their own path, too many wayfinding signs will detract from this experience.

• Marketing Partnerships – Promotion of Western Wilds at home and also to our interstate visitors is through the state’s key marketing bodies – Tourism Tasmania, Destination Southern Tasmania and Cradle Coast Authority – in partnership with Parks & Wildlife, local Councils, local Tourism Associations and industry. The Western Wilds will be infused into existing programs and assets to ensure its continued focus in the market place.

• Interactive Website - With the majority of travellers pre-committing to a broader region before arrival, an advanced and intuitive website is also an essential ingredient for the success of a modern journey.

• Industry Involvement - Journeys need to be owned and embraced by the people, communities and businesses along the way. This ownership will grow over time, enhanced by the connectivity, both in person and online, that drives traveller engagement. There are tools and frameworks for the community and businesses to join and contribute to the journey’s story.

6 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Mt Murchinson, Jess Bonde

WESTERN WILDS A TOOLKIT FOR INDUSTRY 7

WESTERN WILDS IS ALL ABOUT DISCOVERY AND TAKING THE ROAD LESS TRAVELLED

OUR BRAND STORY IF YOU’RE NOT LOST, YOU’RE NOT HERE

The Western Wilds offers an experiential narrative of the incredible wilderness of western Tasmania. As visitors embark on this journey, they will become part of an epic story that unfolds as they travel, with snippets and chapters being revealed at each stop along the way.

MORE TREES, LESS PEOPLE

Western Wilds is all about discovery and taking the road less travelled.

DISCOVER NOWHERE

A LOGO THAT TELLS A STORY

OFF THE GRID, ON THE ROAD

The Western Compass plays on the idea that there is only one direction to go – west.

The visual identity references the compass guiding our travellers in the right direction.

The core idea behind this concept has an offbeat humour in keeping with the western Tasmanian attitude. The compass device also fits easily into a broader and more versatile communications system that draws on the language and signage of being on the road.

ADVENTURE TAKES TIME

8 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Gordon Dam, Tourism Tasmania & Rob Burnett

IMAGERY THAT TELLS A STORY Our imagery reflects the Western Wilds brand story and personality. The hero of the Western Wilds is the wilderness story, with natural, cultural and human components.

The sheer beauty of the Tasmanian wilderness provides endless opportunities for stunning imagery, but the tone of the images should always communicate the idea of the journey and the epic story – of discovery, connection between people and place, the experience of being immersed in some of the most revered wilderness on earth, and the extraordinary human tales to be told.

AN HONEST TONE OF VOICE Our tone of voice is directive and opinionated.

Whether we’re describing the rugged terrain, the people who thrive on the road less travelled, or calling out the experiences not to be missed, we are straight up and proud of just how remote and isolated western Tasmania can be. Off beat humour is an important part of our voice, in keeping with the western Tasmania attitude.

WESTERN WILDS A TOOLKIT FOR INDUSTRY 9

BRINGING OUR BRAND TO LIFE

OUR BRAND

JCDecaux Posters

JCDecaux Posters

We are promoting Western Wilds here at home and to our interstate visitors through the state’s key marketing bodies – Tourism Tasmania, Destination Southern Tasmania and Cradle Coast Authority – in partnership with Parks & Wildlife, local Councils, local Tourism Associations and industry.

The Western Wilds will be integrated into existing programs and assets to ensure its continued focus in the marketplace.

The long term approach is for all journeys to be incorporated into one handy digital portal.

Until this portal is in place, our microsite will allow Western Wilds to be promoted to consumers, providing adequate planning time for visitors with the aim of seeing conversion in early 2019. SEO and SEM will support the site, ensuring the Western Wilds is top of mind.

The site will feature awe-inspiring imagery and will focus on the stories that make the Western Wilds unique. It just wouldn’t be the west without stories of the wilderness, mining and industrial heritage, wildlife and of course the abundant human tales to be told throughout Western Wilds.

JCDecaux Posters

Bumper Sticker

Bumper Sticker

Bumper Sticker

JCDecaux Posters

Bumper Sticker

The marketing program will include: • Dedicated website – www.westernwilds.com.au to launch in December 2018 • P ublic relations – targeted publications and communities of interest using key influencers and journalists to generate positive editorial coverage and curated third party content

westernwilds.com.au

westernwilds.com.au

westernwilds.com.au

• S ocial media – a paid social media campaign reaching our consumers via Facebook and Instagram • Reuse an existing structure or object(s), sculptural, landscaping, technological, structural, industrial, monumental, etc.

• Can be sculptural or incorporate a installation

• Can be event based/linked

• Be iconic wilderness stories based on the site, informed by and inspiring to the local communities • Appeal to a wide range of visitor groups

The overarching concept of each Story Stop in the Western Wilds Project is to provide site interpretation and storytelling.

• If possible, be ‘shareable’ on social media, Instagram, YouTube,Facebook, etc.

• Flaura/Fauna • Landscapes

overarching •The Indigenous

concept of each Story Stop in the Western Wilds Project is to provide site • Conservation/Environment interpretation and storytelling.

• Industry

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore

• Be iconic wilderness stories based on the site, informed by and inspiring to the local communities

As an owner of a Story Stop, • Appeal to a wide range of visitor groups organisations/business • If possible, be ‘shareable’ on need social media, /individuals would to Instagram, YouTube,Facebook, etc. consider the following:

The themes for the Story Stops need to interpret one or more of the following themes in some way.

Each Story Stop will require separate consideration of the requirements depending on its size, scale and location (Hero/Local) and location.

As an owner of a Story Stop, organisations/business /individuals would need to consider the following:

• Flaura/Fauna • Landscapes • Indigenous • Industry

• Get the local community on-board with the idea

• Encourage visitors to seek out other Story Stops

• Identifying the location, place marker and story

• Include the Western Wilds logo

• Permissions/Development Applications if required

• Get the local community on-board with the idea

• Funding

• Encourage visitors to seek out other Story Stops

• Site/location preparation

• Include the Western Wilds logo

Graphics panels (need to define this further?)

• •Permissions/Development Applications if required

• Insurance if required

Interpreted through lengthy text panels • •Funding

• Ongoing maintenance of story stop and surrounding area/facilities

• Graphics panels (need to define this further?)

• Interpreted through lengthy text panels

• About your business (unless your business is the story i.e. Paragon Theatre)

About yourpreparation business (unless your business is • •Site/location the story i.e. Paragon Theatre) • Insurance if required • Temporary • Ongoing maintenance of story stop and •surrounding Disrespectful/Divisive area/facilities

mollit anim id est laborum.

ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam

fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt

rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.

mollit anim id est laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam

• Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials.

dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore

rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.

et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem

Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni

ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure

dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia

reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum

dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore

fugiat quo voluptas nulla pariatur?

• Can be sculptural or incorporate a installation of some form • Reuse an existing structure or object(s), sculptural, landscaping, technological, structural, industrial, monumental, etc.

et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercita tionem

Regards,

fugiat quo voluptas nulla pariatur?

• Can be event based/linked

Western Wilds

• Be iconic wilderness stories based on the site, informed by and inspiring to the local communities

Regards,

• Appeal to a wide range of visitor groups

Western Wilds

The overarching concept of each Story Stop in the Western Wilds Project is to provide site interpretation and storytelling.

• Can be sculptural or incorporate a installation of some form • Reuse an existing structure or object(s), sculptural, landscaping, technological, structural, industrial, monumental, etc.

The themes for the Story Stops need to interpret one or more of the following themes in some way.

• Flaura/Fauna • Landscapes • Indigenous • Industry

• Conservation/Environment

Story Stops Guide

Letter Head

Each Story Stop will require separate consideration of the requirements depending on its size, scale and location (Hero/Local) and location.

As an owner of a Story Stop, organisations/business /individuals would need to consider the following:

• Flaura/Fauna • Landscapes • Indigenous • Industry

• Get the local community on-board with the idea

Bus / Tram Stop Ad

10 WESTERN WILDS A TOOLKIT FOR INDUSTRY

The Agrarian Kitchen Menu

rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beata

Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed

dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qu

et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis

ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Q

reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, ve fugiat quo voluptas nulla pariatur?

• Funding • Site/location preparation

• Encourage visitors to seek out other Story Stops

Interpreted lengthy • Identifying the •location, place through marker and storytext panels

• Include the Western Wilds logo

• Permissions/Development Applications required • About your business if(unless your business is the story i.e. Paragon Theatre) • Funding • Temporary • Site/location preparation • Disrespectful/Divisive • Insurance if required

• Ongoing maintenance of story stop and surrounding area/facilities

Regards, Western Wilds

WESTERNWILDS.DISCOVE

• Ongoing maintenance of story stop and surrounding area/facilities

• Temporary • Disrespectful/Divisive

SPRING 2018

A GUIDE TO NOWHERE

SPRING 2018

→ Western Wilds is all about discovery and the road less travelled → Our compass logo tells a story about what makes us unique but also plays on the idea that there is only one direction to go - West → We want travellers to get familiar with our brand and what it stands for → These stickers can be used a number of ways to create a bond with travellers and encourage them to spread the word → Feel free to apply to windows, water bottles, laptops, equipment, signs, phones, and people → Give them to your guests, visitors, and staff of your businesses → Add them to your marketing collateral stands, in room compendiums, and menus

FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area.

Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged.

Guide

Train Station Ad

Touring Route Signage

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium dolor

Letter Head

FRANKLIN RIVER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. Longer natural history, with ancient Huon Pines that grow to an age of over 3000 years. LAKE BURBURY Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge of the World Heritage Wilderness Area. LAKE PEDDER Much of the Wild Rivers landscape has been shaped by ancient glaciers and is remote and rugged. SENTINEL RANGES Pines that grow to an age of over 3000 years. Lake Burbury Lake Burbury Camping Ground offers a grassed camping area at Lake Burbury, located on the edge. FOSSEY PICNIC AREA Heritage Wilderness Area.

Lake Pedder Much of the Wild Rivers landscape has glaciers and is remote and rugged.

JCDecaux

fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa mollit anim id est laborum.

• Permissions/Development Applications if required

Touring Route

Western Wilds

et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullam

ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate vel

• Identifying the location, place marker and story

Story Stops Guide

A GUIDE TO NOWHERE

• I ntegration with ongoing Tourism Tasmania marketing program – Western Wilds will be a regular presence in Tourism Tasmania’s ‘always on’ marketing program, featuring in itineraries, editorial content, imagery, social media, and advertising campaigns.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor

dolor sit amet, consec tetur, adipisci velit, sed quia non numquam eius modi tem

• Conservation/Environment

• Insurance if required

• About your business (unless your business is the story i.e. Paragon Theatre)

Dear Tom,

WESTERNWILDS.DISCOVERY

Letter Head

Story Stops Guide

• Visitor Centre collateral – The creation of flyers, posters and Explore Southern Tasmania maps for Visitor Centres to promote Western Wilds

STORY STOPS ARE NOT:

The themes for the Story Stops need to interpret one or more of the following themes in some way.

• Graphicson-board panels (need to defi • Get the local community with the ideane this further?)

• Interpreted through lengthy text panels

WESTERNWILDS.DISCOVERY

WESTERNWILDS.DISCOVERY

Each Story Stop will require separate consideration of the • Can be event based/linked requirements depending on • Be iconic wilderness stories based on the site, its size, scale and location informed by and inspiring to the local communities (Hero/Local) and location.

• Appeal to a wide range of visitor groups

• If possible, be ‘shareable’ on social media, As an owner of a Story Stop, Instagram, YouTube,Facebook, etc.

The overarching concept of organisations/business each Story Stop in the Western • Encourage visitors to seek out other Story Stops /individuals would need to Wilds Project is to provide site • Include the Western Wilds logo consider the following: interpretation and storytelling.

STORY STOPS ARE NOT:

• Disrespectful/Divisive

• A irport collateral – utilising airport assets to promote Western Wilds

• Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials.

• Graphics panels (need to define this further?)

• Temporary

Story Stops Guide

• If possible, be ‘shareable’ on social media, Instagram, YouTube,Facebook, etc.

E

• Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio

• Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio

Nemo enim ipsam voluptatem quia voluptas sit asper natur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia

reprehenderit qui in ea voluptate velit esse quam nihil molestiae conse quatur, vel illum qui dolorem eum

• Conservation/Environment

STORY STOPS ARE NOT:

fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip

ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure

• Identifying the location, place marker and story

STORY STOPS ARE NOT:

ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu

Dear Tom,

• Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials.

When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation.

Specifcally, each Story Stop should...

When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation.

Specifcally, each Story Stop should...

Dear Tom,

et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip

of some form Stop will require Each Story • Reuse an existing structure or object(s), separate consideration of the sculptural, landscaping, technological, requirements depending on structural, industrial, monumental, etc. its size, scale and location • Can be event based/linked (Hero/Local) and location.

• Trade – to ensure our trade partners are aware of Western Wilds and understand how to sell it, communications and training will be provided at trade shows and through the Tassie Specialist Program • Can be sculptural or incorporate a installation of some form

11 Sticht Street PO Box 63 Queenstown, TAS 7467 P: 03 64 714 700 E: wcc@westcoast.tas.gov.au

• Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio

• Tell a story of the location in a creative and interesting way, through an object /item, installation, artifact or even audio

The themes for the Story Stops need to interpret one or more of the following themes in some way.

11 Sticht Street PO Box 63 Queenstown, TAS 7467 P: 03 64 714 700 E: wcc@westcoast.tas.gov.au

When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation.

Specifcally, each Story Stop should...

When a visitor encounters a Story Stop they need to be rewarded with a good story that piques their interest, makes the smile, brings a tear to their eye, or promotes a conversation.

Specifcally, each Story Stop should...

• Can be as small as something on the back of a restaurant menu, room compendiums, through your tour commentary and interpretation materials.

westernwilds.com.au

Shop Front Sticker

Partner Stickers From Businesses Along The Western Wilds.

WESTERN WILDS A TOOLKIT FOR INDUSTRY 11

HOW TO GET INVOLVED • Get familiar with the Western Wilds brand and share it with your visitors – what does it stand for? How does this relate to your area, your business? What makes the Western Wilds different and unique to the other Tasmanian journeys visitors may experience?

• Apply the same tone of voice to your own business’s marketing channels.

• Apply the Western Wilds logo to your on-premise business collateral, eg. letterhead, brochures, signage, menus, and more. Also include the logo in your digital presence such as your website and social media pages. Be sure to respect the brand by following the guidelines in the Western Wilds Style Sheet.

• You can also share the journey experience in your marketing copy, through your choice of photography, by showing the Western Wilds logo on your marketing assets and by referring to the journey experience in your communications and social media.

• Make use of relevant images in the Regional Tourism Organisation’s content pool or the Tourism Tasmania Visual Library: https://visuals.tourismtasmania.com.au

TOURISM TASMANIA @Discover Tasmania @Tasmania @tasmania

CRADLE COAST AUTHORITY @Visit Cradle Coast @visitcradlecoast

DESTINATION SOUTHERN TASMANIA @Hobart & Beyond @hobartandbeyond

• Follow these social media channels to see Western Wilds content:

Use www.westernwilds.com.au in your social media activity (after December 2018).

Keep us up to date with your stories and the new experiences by contacting Destination Southern Tasmania or Cradle Coast Authority.

12 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Montazuma Falls, Jess Bonde

WESTERN WILDS A TOOLKIT FOR INDUSTRY 13

OUR STORY TELLING APPROACH THE WILDERNESS STORY We believe stories are the key to adding depth to the visitor experience by engaging travellers in the rich human story of western Tasmania and their connected relationships, cross-journey.

The Western Wilds reveals the powerful wilderness story of remote but accessible western Tasmania. Naturally, this is a story woven from the untamed, incomparably beautiful and globally recognised wilderness landscapes of the west – the rainforests and alpine plains, imposing mountains and deep glacial valleys, wild rivers and windswept coasts and the unique wildlife of the Tasmanian Wilderness World Heritage Area (TWWHA).

THEY ARE STORIES OF DRAMA AND ROMANCE THAT WILL CAPTIVATE, ENCHANT, AND COMPEL VISITORS TO STAY LONGER, TO FIND OUT MORE, TO TAKE UP THE SAME ADVENTUROUS SPIRIT AND EXPLORE. WHEREVER THE WILDERNESS LIES, THE WILDERNESS STORY EXISTS.

But western Tasmania’s wilderness story is also a collection of extraordinary human stories.

These are epic tales of an ancient Aboriginal culture that thrived over tens of thousands of years; of tenacious pioneers from distant lands who overcame adversity and unimaginable challenges to build lives of meaning and accomplishment in the untamed wilderness.

They are intergenerational stories of connection with place, of astounding accomplishments, and deep connections to this most extraordinary of places. These are the stories of deep history and intricate culture, brave enterprises, pioneering courage, and grand visions that live on in the landscapes, towns and places of the Western Wilds.

The accessibility of this wilderness experience for visitors – whether that is on a four-day walk, a drive-up river crossing, a cruise or a train journey – all add to the diversity and accessibility of the western wilderness experience.

14 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Mount Farrell (Tullah), Jess Bonde

WESTERN WILDS A TOOLKIT FOR INDUSTRY 15

OUR STORIES We know that beautiful scenery, history, wilderness and nature are leading drivers for a Tasmanian holiday and we believe that western Tasmania has the opportunity to ‘own’ the ultimate Wilderness story… this is the story that sets the scene for the journey.

We have developed a series of signature stories.

These stories act as the central themes from which all aspects of the Western Wilds are delivered. Our signature stories or themes are as follows: • Inspiring Landscape • Unique Wildlife & Nature (Flora & Fauna) • Rich Aboriginal Heritage & Culture

HOW TO GET INVOLVED • Come along to our Industry Workshops and see what storytelling interpretation (Signature & Feature Story Stops) ideas you can generate for your business, town or region.

• Early Explorers & Pioneering • Industry – Hydro, Mining and Railway • Conservation & the Environment.

With help from many in the industry we have started to capture feature stories which align with these themes. These feature stories form the basis and inspiration for the promotion and marketing of the Western Wilds as well as the story telling interpretation throughout the journey (Story Stops).

• Incorporate the idea of storytelling into your business by adding a story to your restaurant menu, room compendiums, through your tour commentary and interpretation materials (Local Story Stop).

• Take a look at how we are using stories throughout our marketing campaign (Consumer website and other marketing activities to be launched in December 2018).

Local stories - there are some stories that will be created and activated by local operators and community. This might be a story you read on a menu while eating a meal, a short story relating to an interesting artefact you have just discovered or even a story on the website or Facebook page of the business or region you are journeying to.

16 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: View from Mt Roland, Jess Bonde

WESTERN WILDS A TOOLKIT FOR INDUSTRY 17

w

A REGION TO EXPLORE

WAYFINDING

VISITORS TOURING TASMANIA ARE LOOKING FOR THE SECRETS, THE UNDISCOVERED, THE HIDDEN TREASURES. They value the exploration and surprise along the way.

They are not looking for a fixed touring solution but the insights and tools to shape an experience their way.

As such, we are taking a minimal approach to signage with the focus more on themed signage that will raise awareness and create a sense of arrival on the Western Wilds journey.

18 WESTERN WILDS A TOOLKIT FOR INDUSTRY

Credit: Sunset on the Pieman River, Tourism Tasmania and Rob Burnett

WESTERN WILDS A TOOLKIT FOR INDUSTRY 19

Cover Credit: Cradle Mountain, Jason Charles Hill