Mindarie is a destination filled with boutique experiences around a stunning marina.
It houses an award-winning micro-brewery, a range of experiences including the Cabana poolside bar, a hotel and wedding venue as well as shops and cafes.
Research showed that people mistakenly felt it was a little off the beaten track, and that they didn’t have a clear understanding of the value proposition this unique location offered – indeed, it was often still referred to as ‘Mindarie Keys’ thanks to its original marketing campaign some twenty years ago and the fact that there are fan pages still listing it as that.
After digesting the research findings and analytics, we ran a series of workshops with key stakeholders to uncover a potent brand meaning and helping us to position them as a true destination brand.
We discovered a hidden asset – The Boardwalk. A beautiful wooden boardwalk runs the length of the Marina and unifies the experience offering, hosting beer and music festivals, as well as family and foodie events.
Seeing the Boardwalk as a unique asset and knowing that the owners wanted to become a destination for sailors traveling up and down the coast of Western Australia, we refined the overall naming to The Marina, Mindarie to shift perception.
We created a new manifesto describing The Marina, Mindarie as ‘a foodie village’ on the coast, making sense of the quality and variety of the events and experiences offered there.
Having created a unified brand position and meaning we then designed a new brand and brand architecture for the Marina, Mindarie, engaging the Board which was then rolled out across every touchpoint from wayfinding to website, from communications to rewards cards.
We also rebranded the hotel and Boat tavern in line with the unified architecture..
This new salience combined with a modern and inviting expression meant visitor numbers have grown significantly.
See more of The Marina, here.
This work has really made a difference.
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