New tourism logo, slogan laid out for city

LAID BACK is laid on, The Cosy Coast or The Happy Harbour?

Shellharbour City's revamped tourism promotion is due to be rolled out early next year. This includes new logos and slogans.

Tourism Shellharbour hired a consultant to undertake a brand development project for the city.

Branding workshops took place attended by councillors, Tourism Shellharbour's board, tourism representatives and council staff.

Last Tuesday night, business papers presented to the council meeting sought the endorsement of the Shellharbour Brand Development Report, prepared for Tourism Shellharbour.

It also urged that ways be found to incorporate the report's recommendations in council promotional and marketing material. A majority of councillors voted to endorse the report.

"The board of Tourism Shellharbour strongly supports the thrust of the report and encourages council to adopt the logo and brand for Shellharbour City," the papers stated.

The recommended slogan nominated for tourism is "laid back is laid on".

"Even though Shellharbour has an abundance of natural, physical attractions one of your most noticeable attributes is not seen but felt - comfort, or ease," the report explained.

"So when you put the feeling together with the physical reasons you get an abundance of what is on offer. It's laid on."

At the meeting, Cr Helen Stewart criticised the slogan, believing it didn't properly capture the city.

As part of the brand assessment work, Tourism Shellharbour asked the consultant to develop a new logo. Council's current brand and logo was designed 10 years ago.

Diane Johnston, manager of Tourism Shellharbour, said they would seek to use the logo and council may also opt to use the new design.

She said the slogan may be used in promotional materials.

"We're still devising the strategy to roll out the brand, and we'll be looking to work with council to do that," she said. She said they hoped to launch the re-branding in February/March, while praising the "laid back is laid on" tagline.

She said Tourism Shellharbour would discuss devising the strategy among their board and members, while council may decide to seek community input in future.

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