Australia’s best kept travel secret announces rebrand and tourism push
Flinders Island unveils a full rebrand—with a new logo, website and campaign video—designed to develop its potential as an unmissable part of local and international itineraries. Flinders Island—a tiny gem in a cluster of islands dotted across Bass Strait, northeast of mainland Tasmania—is as close as any destination gets to an untouched natural paradise. It’s close, because, well … dotted between those crystalline waters and clean sands and rugged wetlands is a buzzing world of regionally gathered-and-grown food, wine and coffee, and a warm community of locals eager to welcome new faces. But travellers, unaware of the island’s postcard-worthy scenery and foodie reputation, have long overlooked it. (Each year, there are some 6,000 visitors.)
The new, nimble branding gets straight to the heart of Flinders Island; it feels laidback, salt-of-the-earth and refreshingly direct. None of this is an accident, of course—Sydney advertising agency JimJam plucked its references straight from Flinders’ bountiful sources: those 900 cheerful locals and their daily backdrop, which spans remarkable mountainous terrains and pretty, wildflower-filled bushland.
JimJam’s reimagining of the logo is rendered in deep grey and burnt orange, reflecting a craggy, unpredictable landscape and the speckled lichen of rocks. The two-toned palette conveys a double message—spelling out FIND in treasure map-like capitals—a nod to the destination’s many crevasses and hidden secrets, waiting to be explored by those who take the time.
It’s the campaign video that shows Flinders in its full glory though. In under 1.5 minutes it delivers a cheeky, heartfelt guide to local ‘waves’, those hard-to-pin-down hand gestures that signify a bond between strangers, that are free to give and receive. There’s the long time no see wave, the never seen you before wave, the check out these waves wave and the gee, you should really taste this! wave. Every wave carries a simple message. This is a place where you’ll feel immediately at home.
A newly designed visitflindersisland.com.au is easier to navigate, rendered in a bucolic, earthy palette. It spans the entire spectrum of island life: what’s on, events, where to eat, and how to book wherever you choose to spend your slumber, be it a self-contained cottage or a tent pitched under pink evening skies. High-impact photography is everywhere, offering a hyper-real glimpse of Flinders’ quintessentially Australian splendour. Think grinning local fishermen, clutching succulent crayfish. Or kids giggling up close with furry marsupials. Or steep and achingly beautiful granite cliffs, and tall grasses plucked straight from a Bronte novel.
To bolster tourism efforts, the Tasmanian Liberal Government has partnered with the community to identify key infrastructure projects and strategies, investing up to $50,000 into the island’s visitor economy. They’re focused on signage that encourages curious visitors to tiptoe that little bit further, and a research initiative examining island accommodation.
Tasmainia’s Premier, the Hon Will Hodgman MP commented ‘Flinders Island is one of our iconic nature based destinations and I am excited by the new marketing work generated by the Flinders Island community. The website looks fantastic and the video embraces what we stand for in Tasmania – friendly, natural experiences.’
“It’s a tricky thing to do, but the new brand identity and campaign video get to the core of what Flinders has to offer,” says Michael Grimshaw of Flinders Island Tourism & Business Inc. “There’s an openness here you’ll be hard-pressed to find anywhere else—it’s why we wake up every day feeling lucky. I’m looking forward to welcoming new faces, and giving them one of our trademark waves.”
Flinders Island, Tasmania: untapped paradise in waiting