A bold new pitch to sell the Upper Hunter Region as a destination is a step closer, with Upper Hunter and Muswellbrook councils endorsing the Upper Hunter Region Place Brand.
The Councils say the brand harnesses the beauty and rugged charm of the region, from horses to blue heelers and the warm hospitality of towns like Denman and Scone. It aims to bring the region together to drive tourism, economic development and local pride.
The project was delivered with funding from the NSW Government’s Resources for Regions program, which fully funded Upper Hunter Shire Council’s contribution of $229,800, alongside a further $100,000 investment from Muswellbrook Shire Council.
The Upper Hunter Brand consists of nine key elements: Strategy, Architecture, Voice, Logo, Colour, Typography, Textures, Illustration and Photography. But the community will have to wait a little bit longer for the final reveal. The brand is due to launch in late May
Upper Hunter Mayor, Maurice Collison said the brand will embody what makes the region so distinctive.
“The Upper Hunter has a proud story to tell — built on resilience, character, and opportunity,” Mayor Collison said.
“This brand gives us the tools to tell that story to the world, while fostering local pride in everything that makes our communities special.”
Muswellbrook Mayor, Jeff Drayton said it’s time the region was shared with visitors from NSW, interstate and overseas.
“Locals know how good we have it here, from the sense of community to the wide-open spaces, and it’s time to share that with the world,” Mayor Drayton said.
“We have great events, scenery and local businesses. Coming together as a destination, in our own right, will encourage new investment, tourism and awareness. The best part of the new brand is that it will be available for all businesses to use.”
The creation of the Upper Hunter Place Brand has been led by an Industry leading Agency: For The People, the agency behind brand development for Launceston, West Coast Tasmania and the Blue Mountains.
Chair of Upper Hunter Country Tourism, Wayne Toms, welcomed the brand’s potential to support local businesses and regional tourism.
“The Upper Hunter is a truly unique destination, from our world-renowned equine industries to our spectacular natural landscapes,” Mr Toms said.
“This brand gives us a unified voice and strong visual identity to promote everything the region has to offer.”
The Upper Hunter Place Brand has already been endorsed by Upper Hunter Country Tourism and early adopters such as the Aberdeen Highland Games have committed to using it to promote the 2025 event.
A staged implementation plan is being developed, with the brand set to be rolled out through marketing campaigns, visitor information centres, signage, events, merchandise and opportunities for local businesses and organisations over the coming months, the Councils said in a statement.
