New place brand set to put Meander Valley on the map!

The brand, crafted with extensive community input over the last 12 months, has been created to shift perceptions of Meander Valley from a hidden gem to a must-visit 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,” Mayor Johnston said.

The new place brand has been designed to unify the community and act as a powerful marketing tool, elevating Meander Valley’s profile beyond that of a simple 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,” Mayor Johnston said.

“We’re not a hidden gem; we’re a place worth discovering on its own merits,” Mayor Johnston continued. “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 November meeting, the Meander Valley Council endorsed the adoption of the brand across its own branding initiatives, with the Great Western Tiers Visitor Centre set for a name change to the Meander Valley Visitor Centre, marking a new chapter in 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 echoed this sentiment, emphasising the brand’s role in unifying Meander Valley’s diverse locales, from peri-urban towns and suburbs to the spectacular wilderness areas of 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.

Meander Valley Deputy Mayor Stephanie Cameron highlighted that while the brand’s rollout begins with Council, its success depends on the broader community.

“This isn’t just Council’s brand; it belongs to all of us,” Deputy Mayor Cameron said. “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.”

Councillor Daniel Smedley also expressed his support for the brand and his excitement for its roll out across the community.

“I encourage everyone to embrace the future that’s being created,” Councillor Smedley said.

The place brand launch is the first step in a larger vision to transform Meander Valley’s image and promote the regional success of what has long been considered Tasmania’s most fertile ground.

The Council has pledged to work with and alongside local groups, events, and businesses to ensure the brand evolves in a way that reflects the voice and character of its people.

“By embracing this brand, we’re setting the stage for Meander Valley to thrive as a united community,” Mayor Johnston explained.

“We’re not just supporting local success; we’re laying the foundation for a reputation that will reach far beyond our borders.” he continued. “It’s time to put Meander Valley on the map.”

The new Meander Valley place brand can be viewed in full at live.standards.site/meandervalley