One of the world’s most iconic and durable tourism marketing brands – Tourism Victoria’s enduring ‘Jigsaw’ branding and advertising platform – is under threat and the state’s industry believes there’s a very real risk it will be phased out.
But local tourism tourism industry groups – who have been using the Jigsaw branding since it was introduced in 1993 – have vowed to fight its potential demise.
Chair of the Victorian Tourism Industry Council, Jeremy Johnson, said in an email to members the catalyst for change is a new state brand launched by the Victorian Government.
He says it’s the Government’s intention to consolidate different brands across Destination Victoria, Destination Melbourne, Tourism Victoria the organisation, and the Victorian State Government.
“The new ‘government’ branding is being rolled out across relevant organisations and has already replaced the jigsaw branding on the visitvictoria.com and visitmelbourne.com consumer websites,” he said.
“There is a very real risk of a complete phasing out of the Jigsaw branding over time.
“There has been no consultation with industry regarding the future branding and positioning of Victoria and Melbourne.
“The VTIC Board and the Regional Tourism Boards believe that not maintaining the jigsaw brand on the consumer-facing websites is a serious issue in terms of losing the equity that has been built up in the domestic and international markets consistently since 1993.
“The Jigsaw brand is as powerful a marketing tool for Victoria as the silver fern is for New Zealand and the red maple leaf is for Canada.
“It has been alongside the Opera House/Harbour Bridge in all international marketing collateral since its inception as the ready identifier and call-to-action for our State.
“We are calling on the State Government to immediately re-instate the jigsaw branding on the consumer-facing websites, continue to use the “You’ll Love Every Piece of Victoria” positioning and ”Jigsaw” logo for all future marketing and to consult with the industry before any changes are made.
“To assist us, we are asking members to raise this directly with Minister Eren, Premier Andrews and your local Member, by emailing or writing letters expressing your support for maintaining the Jigsaw Brand.”