One of South Australia’s most popular tourist and sporting destinations relaunched this month — but for thousands of families the new name is as familiar as sand castles, zinc cream and freshly cut grass.
From this month, Adelaide Shores will be known as West Beach Parks, a name that truly reflects the diverse offering of a world class holiday park, sporting fields and adventure activities in the one West Beach location.
The new brand identity will be promoted through a nation-wide marketing campaign to make the precinct a premier destination for a broad range of holidaymakers, sportspeople and adventure seekers from South Australia and beyond.
West Beach Parks CEO Kate Williams said a Strategic Plan developed in 2016 identified the need for a new integrated vision that better reflected the diverse nature of the precinct.
“We have come a long way since the West Beach Caravan Park was established in 1958,” Ms Williams said.
“For generations it has been a much loved coastal holiday spot where families enjoyed their summers by the sea.
“But today West Beach Parks is not just home to South Australia’s favourite holiday park and resort. It is 135 hectares of pristine coastline only 15 minutes from Adelaide’s CBD featuring a wide range of sporting fields, public golf courses, a marina and exciting adventure activities.”
Ms Williams said the market research and development process had taken nearly 12 months to ensure the new brand strategy was carefully considered and justified.
“Our market research found that even though the Adelaide Shores name had been in place since the 1990s, it was still referred to by many as West Beach Caravan Park,” she said.
“There was a lot of brand equity in that destination name that we were failing to leverage. We also found that the name Adelaide was misleading to interstate visitors — there was confusion between the Adelaide CBD and a beach destination. It was evident that the term Shores had lost its point of difference in a national and international sense.’
“The conclusion was that West Beach resonated with the many thousands of regular intra-state and interstate visitors more strongly than Adelaide Shores”.
We can’t wait to see what’s next for this fantastic local destination.