Attracting tourism to the area is likely one of the first things that comes to mind when you hear the words ‘Northern Rivers NSW Brand’. But according to Lismore Chamber of Commerce executive officer Emma Wallace – it’s much more than that. 

Emma said a big part of the new regional branding collaboration is to attract investment to the area. That means moving beyond promoting the Northern Rivers through pretty pictures of forests and beaches – and focusing more on the development of our regional industries.

“That’s why the Chamber of Commerce has signed up as a registered partner to the Northern Rivers NSW Brand,” Emma said. “Retail and eating is good, but to create jobs and capital, we need investment.

Collaborate

“Of course, there is a tourism and events element to it, but we are also about attracting bigger partners for industry and manufacturers, and this is a great chance for us to collaborate with others to support that.

“We have a big aviation industry here that we can grow - and Southern Cross University is already partnering on that too with its courses.

“If we can attract bigger players like external construction companies to build service departments, we can make this a regional centre and capital – to show that light on Lismore.”

Paddock to plate

“Our area could be known for being innovative –as a centre for renewables, agro-tourism and paddock to plate philosophies.

“We can market and sell the agriculture business from an export point of view and show the whole region is not just about beachsides and tourism, but is a place to source food and products from 

“We could create ‘buy from the bush’ campaigns and bigger, corporate level businesses can look to this place as a place of quality, purity and organic renewables.”

Northern Rivers NSW Brand history

The Northern Rivers NSW Brand was launched earlier this year and is being driven by ‘Northern Rivers Together’ - a collaborative partnership of regional businesses, industry bodies and government representatives.  

Last week, in a landmark collaboration agreement for the uniting brand, Ballina, Byron, Tweed, Kyogle, Richmond Valley and Lismore Councils all signed up to a Memoriam of Understanding (MOU) with seven of the largest employers in the region (The Casino Food Co-Op, Norco, Richmond Dairies, North Coast Petroleum, Summerland Credit Union, Southern Cross University and Stone & Wood). 

Emma said in order for the uniting brand to work effectively, all businesses, not-for-profit and sporting organisations, community groups and individuals in the Northern Rivers need to sign up and be part of this new venture.

Kyogle Mayor and Northern Rivers Joint Organisation chair Danielle Mulholland and Northern Rivers Together chair Simon Stahl signing the landmark agreement.

Brand development

“As the brand develops and more businesses here adopt the brand logo, it will become as iconic as the Made in Australia kangaroo logo.

“It will show that our products come from an awesome part of the world – but we need to get regional wide support and uptake of the brand logo.”

Free registration

Registration to be part of the Northern Rivers NSW Brand is free.

“Once businesses register, they can incorporate the logo on emails and website and value add to their business,” Emma said.

“There are clear branding guidelines about how to use the logo to maintain uniformity.”

To find out more about the brand, or to register visit the website: http://www.northernriversnsw.com.au 

Touchscreen kiosk

When the brand was launched in April this year, a touch screen kiosk was introduced at a Ballina service station for travellers and tourists to find out about the region. Members of the brand are prominently displayed on the map with information about their businesses.

Emma said the kiosk will encourage visitors to take time to visit Lismore once they see that there are things to do and visit in our area. 

“We are not chasing the rich, bohemian Byron market,” she said.

“There is a big movement of grey nomads coming up to the area and they are into the slow way with their RVs and campers – they are the ones who will take an extra day to come and explore Lismore and surrounds.

“So, the more people from Lismore that register, the better.”

Lismore

Emma said she hoped to get a similar touchscreen installed in Lismore at a venue like the Lismore City Hall in the NORPA foyer.

“It would give exposure to local projects like the laneways and other activities and events.”

Interim Chair of Northern Rivers Together and Casino Food Co-Op chief executive Simon Stahl said the Northern Rivers NSW Brand represents 300,000 residents and businesses located in the Northern Rivers, collectively representing the 12th largest by population in Australia. 

“To date more than 160 Northern Rivers businesses and community groups, from across the whole region, have registered to promote and use the new brand,” Mr Stahl said.  

“Underpinning the new Northern Rivers NSW Brand is a strategy and implementation plan based on four key pillars: Visitation, Provenance, Liveability and Investment.”