South Australia’s Light Regional Council (LRC) has today unveiled its new destination brand, Light Country – Get Closer, which it hopes will position the region as one of Australia’s premier regional growth centres and build the visitor economy to support and create sustainable communities and tourism.
Council says the new brand seeks to establish a unique identity for the areas of the Light Region community that sit outside the Barossa geographic zone, which has an independent brand that is managed by Tourism Barossa and the Barossa Grape & Wine Association.
Developed in close consultation with the community, the Light Country brand highlights the many synergies between the two regions and will be used to market the Light Region to attract visitors, residents, and investment and to encourage further economic development.
Mayor, Bill O’Brien said Council set out with the goal to build a brand that was reflective of the community’s authenticity and unique appeal.
“The Light Region has a rich history – we were home to Australia’s first commercial copper mine and played a significant role in the early development of South Australia’s agricultural and viticultural industries together with local legends such as Sir Sidney Kidman,” he said.
“Through the Light Country brand, we seek to connect this rich past with the present to create lasting connections with our people and places.”
“From a caring and connected community to world-class wineries and the serene outdoors, there’s so much on offer in Light Country for people to discover and this brand will underpin our efforts to build a renowned identity for the region.”
Mayor O’Brien said the new brand also formed an integral part of the region’s growth ambitions.
“The Light Region has a fantastic growth story and we’ve seen an influx of development and investment in recent years, such as the establishment of the FARM Centre at Freeling, extensive road upgrades connecting the iconic Clare and Barossa wine regions with Light Country, and investments in bespoke accommodation and tourism experiences across the region” he said.
“The introduction of this new destination brand, coupled with the Council’s economic and tourism plans will help ensure our region continues attract new investment, greater visitor numbers and more residents.
“Importantly, I’d also like to acknowledge the South Australian Tourism Commission who have provided us with support throughout this process as well as the community stakeholders that were involved in developing the Light Country brand.”
The Light Country brand has been designed to be utilised by local businesses and other community stakeholders to help create deeper connections with the region. As part of this, Council has made available a range of resources and information, which can be accessed here.