Destination Brand

The Destination Brand Strategy is a high-priority action identified in the MidCoast Council’s Destination Management Plan.

A new destination brand is being developed to encourage more people to visit our region and contribute to a vibrant visitor economy, with benefits flowing to our local communities and businesses. It will help us promote the outstanding experiences available within the Great Lakes, Manning Valley and Gloucester regions. Our new destination brand will connect and unite the diverse range of attractions, characters and stories that we are already famous for.

Project Roadmap

The steps below represent a roadmap to project completion. During this process, concepts were presented to MidCoast Council and industry working groups, resulting in a lead concept being chosen and refined. The design process is currently underway and will be launching in 2019.

1. Destination Management Plan


2. Destination Brand Strategy


3. Destination Naming


4. Creative Territories


5. Brand Concepts


6. Lead Concept Chosen


7. Brand Refinement

In Progress

8. Guidelines & Tool Kit


9. Brand Launch & Campaign


Key Outcomes

An umbrella brand, with individual regional personalities.

A destination brand that improves our competitiveness as a place to holiday while also supporting other industries and sectors, including our outstanding agricultural sector and high-quality produce.

The development of a Brand Toolkit for tourism businesses.

A market launch campaign.

Capacity building industry workshops.

Brand architecture

This architecture informs the organisation of content and profile for the destination brand:

  1. Destination name – An umbrella name for the entire region.
  2. Destination positioning.
  3. Strategic themes and experiences.
  4. Visitor hubs within the region.
  5. Key natural attributes for each visitor hub.

Destination Name

The new destination name Barrington Coast is a unique identifier, which no other destination in Australia can own in the marketplace. While it is a small part of the overall strategy, the name provides us with an opportunity to bring increased attention to our region.

Our new destination name also leverages the best-known attributes of the region - its spectacular and popular coastline and the World Heritage-listed Barrington Range. Barrington Coast offers the ability to connect and bring to life the stories of all the places within a diverse and vibrant region.

Brand Concept

The place where the leaves touch the waters from the mountains to the sea.

Our destination brand is inspired by the Aboriginal description of our region. We have included illustrative references to endemic native plants to tell this story. An ongoing consultation process is underway to ensure the Local Land Councils are properly represented. A library of illustration assets is being built for use throughout the branding.

The brand has been designed with flexibility in mind, enabling us to showcase our diverse offering in a contemporary and engaging manner. A logo mark is currently in development and a toolkit and guidelines will be delivered in 2019.

The imagery used above is for concept purposes only.

Destination FAQs

Still have questions about the new destination and the strategy behind the name?

Read the FAQs

Destination Barrington Coast

Welcome to the Barrington Coast, where the leaves touch the waters from the mountains to the sea.

Find out more

MidCoast Council was formed by the NSW Government proclamation on 12 May 2016 through the merger of the former councils of Great Lakes, Greater Taree and Gloucester. This also included the merger of the existing tourism bodies of Great Lakes, Manning Valley and Gloucester... now known as Destination Barrington Coast.