Australia’s Golden Outback and The Shire of Esperance are very excited to partner with The Brand Agency to develop a new Tourism Brand for Esperance. This new and engaging Esperance Tourism Brand will connect to both potential visitors and Esperance’s residents, foster local pride and will be worthy of showcasing one of the most loved and revered tourist destinations globally.

A further objective of the new tourism brand will be to galvanise the efforts of the tourism industry, community and stakeholders to develop desirable tourism and provide a halo effort for the whole of Esperance. Ultimately, it will have the ability to support the community’s economic, social, environmental and cultural aspirations.

To do this, we are undertaking significant community and stakeholder engagement and consultation programs, consisting of in-depth 1:1 interviews, a widespread online survey and two community workshops to be held in Esperance.

If you are a part of the Esperance community, we would love to hear from you. How would you describe Esperance to the rest of the world? This is the question we are seeking to answer. As a valued member of the community, we would greatly appreciate your engagement and assistance in uncovering your truths about Esperance and exploring your ideas around how the Tourism brand can express the place's unique identity and help to serve you.


If you would like to share your insights, please click on the below link to fill in this very short online survey. All personal details will remain anonymous. Survey closes Friday 15th March 2024.



If you have a bit more time up your sleeve and are available to discuss your insights in depth, we will be running two workshops in Esperance that still have some availability for additional participants. If either of these times work for you, please reach out to Kelly at AGO ( to register your interest:

  • Workshop #1: Thursday 15th February @ 9am-11am
  • Workshop #2: Thursday 15th February @ 12.30pm-2.30pm

Upon completion of our stakeholder and community engagement phase of the project, we will be moving into Strategic Brand Platform Development, Visual and Verbal Identity and then a Creative Ideation Phase that will ultimately bring the Esperance Tourism Brand to life and to market.

Our outputs currently include a brand film, various advertising and promotional materials, and a community playbook that will allow all of our valued Esperance organisations and people to activate the new Tourism brand in their own unique areas.

Filming will be taking place in May and the Tourism Brand will launch before July 2024.

For any queries, please reach out to Kelly at AGO (


Phase 1: Discovery Phase - Research, workshops, interviews - In progress

Phase 2: Brand Platform Development - Feb

Phase 3: Creative Concepting - April

Phase 4: Refinement & Production of final output - April/May

Phase 5: Engagement Plan - June