Yachting Australia
Positioning: Advancing the Sport of Yachting
The governing bodies for the sport of sailing in Australia was a disparate group with little leverage in the eyes of the clubs and members it represented. As a sport competing for sponsorship dollars, it was a long-way behind other national sporting codes. The challenge was to create a brand that would bind the national and state governing bodies through a brand that would represent all sections of the boating community and position the sport as attractive to existing members, prospective participants and sponsors.
The national and seven state bodies had different identities with no common communication. A single brand strategy clarified a clear positioning, key messages and objectives for the brand. The new brand transformed the once disparate organisation into one moving forward with a clear direction and has raised the profile of the sport. Through a dedicated brand management program it has continued to grow and become a prominent brand. Staff has embraced the new brand, and the new positioning has allowed Yachting Australia to develop a better understanding with its members of its role and objectives it strives to meet on their behalf.
The crux of the matter, is that Yachting Australia is responsible for ‘Advancing the Sport of Yachting’. We continue to work with Yachting Australia to evolve the brand.
