Client: Tourism NT
Boab was initially engaged by Tourism NT and Tourism Central Australia to develop a suite of logos to identify and mark the Alice Springs mountain bike trails and tracks, with the intent to create a visual brand for Alice Spring as a mecca for mountain biking.
The development of the new trail system needed a comprehensive guide. We worked with Tourism Central Australia to design their go-to guide for mountain bikers in Alice Springs. This handy booklet not only details all the marked trails, but provides them with useful information about bike shops, events, wildlife and of course coffee!
Our work on the mountain bike visual branding led to Boab being accepted onto the Tourism NT Panel Contract to provide brand strategy for the niche markets (mountain biking, fishing, birding and walking and trekking). Our strategy is based on connecting people with their passion, leveraging off the growth of 'experience' tourism.
Our next niche market project with Tourism NT was to develop the mountain bike website, which was designed to intuitively provide information to mountain bikers looking to visit the Red Centre. The website is critical to converting intenders to bookers and the user journey is draw people along a journey with three critical phases - see, plan, book.
A key objective of the website was to inspire mountain bikers to come and experience the Territory trails, and nothing can do this better than epic footage of flowing single track. Boab created the brand film for the mountain bike website; providing the concept, storyboard, art direction, direction, pre-production, production and post production....and if you watch closely you can see we also provided talent!
The potential of the Northern Territory as a mountain biking destination has seen the trail system being expanded Territory-wide. We are very proud to have developed our original logo concept into a Territory-wide trail marking system that now incorporates Charles Darwin, Casuarina, Katherine and Litchfield.