Meander Valley Council has launched a new place brand, seeking to redefine the region’s image and attract more visitors to our unique landscape. This brand, developed over the past 12 months with extensive input from the local community, aims to shift perceptions of Meander Valley from a “hidden gem” to a must-see destination.
“This is more than a logo or tagline. It’s a symbol of pride for our community and a tool for change,” said Meander Valley Mayor Wayne Johnston. “The Meander Valley place brand captures the values and hopes of the people here, celebrating the things that make our valley distinctive—from our breathtaking landscapes to our vibrant communities.”
The brand launch is designed not only to elevate Meander Valley’s profile but also to unify its communities under a shared identity, presenting the area as more than just a stopover. “In consultations held earlier this year, some of our residents voiced concern that Meander Valley was often forgotten, or seen as a transient stop for travellers. This new branding aims to change that narrative, positioning our valley as a destination with depth and allure,” said Mayor Johnston. “We’re not a hidden gem; we’re a place worth discovering on its own merits. Our community knows how special Meander Valley is—from our rich heritage to our natural wonders—and this brand is our way to let the world know, too.”
At yesterday’s council meeting, the Meander Valley Council formally endorsed the brand, which will initially appear across council marketing and public spaces. As part of this rollout, the Great Western Tiers Visitor Centre will be renamed the Meander Valley Visitor Centre, marking a new chapter for the region’s identity. “This is a bold move,” said Councillor Anne-Marie Loader. “Our current approach hasn’t fully captured what we want to be. Yes, there are risks, but we must be brave and seize this chance to unite our community.”
Councillor Kevin House highlighted the brand’s role in linking Meander Valley’s diverse communities, which range from towns and rural suburbs to natural landmarks like Walls of Jerusalem and Cradle Mountain National Parks. “We’ve long needed something to bring our community together, and this brand does just that,” Councillor House said.
Deputy Mayor Stephanie Cameron stressed that while the council would spearhead the brand’s adoption, its success depends on a broader embrace by local groups, businesses, and organisations. “This isn’t just Council’s brand; it belongs to all of us. We’re taking the first step by implementing it across our key infrastructure, but our hope is that everyone—from local businesses to clubs, events and organisations—will embrace it and make it their own,” Deputy Mayor Cameron said.
The launch of this new brand is the first step in the council’s broader vision to transform Meander Valley’s image and set the stage for regional success. Pledging continued collaboration with local groups, events, and businesses, the council aims to shape the brand in a way that reflects the unique character of Meander Valley’s people. “By embracing this brand, we’re setting the stage for Meander Valley to thrive as a united community,” said Mayor Johnston. “We’re not just supporting local success; we’re laying the foundation for a reputation that will reach far beyond our borders. It’s time to put Meander Valley on the map.”
This information was provided by a press release from Meander Valley Council.
