REGISTRATIONS to use the Limestone Coast regional brand are on the rise following the release of a new video marketing campaign.
The video, released by the Limestone Coast Local Government Association, highlights the distinctive gem logo and associated “Unearth our Treasurers” tagline intended to identify the Limestone Coast.
The three-minute clip describes the purpose, representation and potential use of the brand, describing it as a “broad-reaching mark of place, showcasing both the origin of our products and the destination of our visitors”.
Limestone Coast Local Government Association project manager Michaela Bell said interest in the brand had steadily increased since the development of the promotional video.
“We have had a number of organisations sign up and we have had a lot of interest from people who are having conversations with us about using it,” she said.
“The way people are using it is very different – some people might be using it in their signage, others are using it as part of their packaging and promotion.”
The regional brand was released in 2016 after a two-year project undertaken by the Limestone Coast Collective, which consisted of local organisations and individuals.
Responding to a need for a strong recognisable brand, the project aimed to raise the profile of the region and create greater awareness of what the South East has to offer.
Ms Bell said while the brand was initially proposed to be used in the tourism and food and wine sectors, it had grown to encompass a range of stakeholders, including local government and industry.
She said the use of the brand was not restricted to South East-based businesses, with the guidelines also extending use to businesses with a “substantial relationship” with the region.
“As long as a business or organisation has a connection to the Limestone Coast, they are able to use the brand,” she said.
“While it is somewhat a mark of quality, it is not a quality assurance stamp, but more about having a real sense of value and pride in what we produce.
“It is about embracing all the things that make the Limestone Coast the region it is, from its location, its value and its destination.”
Kalangadoo-based premium cider and beer producers The Side Project is among the businesses using the brand in its packaging, with the unique gem featuring on their cans and bottles.
Co-owner Sally McDonald said the decision to feature the logo on its products as well as promotional posters sought to showcase the benefits of the Limestone Coast.
“Originally we were using the South Australian logo on our first bottlings and even though it was really great, we wanted to focus on our specific region,” she said.
“Saying South Australia is quite broad and we really wanted to draw attention to the Limestone Coast because we are based here.
“We thought it was a great way to highlight the fact that we are a local product, all our apples are grown in Kalangadoo and we are an independent, Limestone Coast brand.”
