Flinders Island rebrands with focus on exploration

Flinders Island is celebrating its locals and their daily surroundings as part of a major tourism push and rebrand of the Tasmanian island destination.

The refresh is spearheaded by a video from Sydney advertising agency JimJam, which features a tongue-in-cheek guide to local greetings, such as the ‘farmer’s’ wave, the ‘one fingered wave for greeting visitors’, the ‘long time no see wave’ and the ‘check out these waves wave’.

The ad showcases the various scenery on Flinders Island, and aims to portray the area as a place where tourists can feel at home and explore.

A new logo features a grey and burnt orange colour palette, to depict the ‘unpredictable landscape’ and various coloured rocks.

The old logo

The letters F,I,N and D from Flinders are written in orange, to spell out the word find, encouraging exploration.

The new logo

Flinders Island’s website has been revamped and now includes more content about events, places to eat and stay, partnered with photographs of local scenery.

In addition, the Tasmanian Government has partnered with the community to identify new projects, and has provided a $50,000 investment to the island’s visitor economy.

Will Hodgman, Tasmania’s Premier said the website looks “fantastic” and the ad features what Tasmania stands for – “friendly, natural experiences.”

“It’s a tricky thing to do, but the new brand identity and campaign video get to the core of what Flinders has to offer,” added Michael Grimshaw, Flinders Island Tourism & Business councillor.

“There’s an openness here you’ll be hard-pressed to find anywhere else—it’s why we wake up every day feeling lucky. I’m looking forward to welcoming new faces, and giving them one of our trademark waves.”


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