Mandurah, relaxed by nature.
It's fresh and fun and it's the new slogan the city will be marketing to potential visitors this summer.
The brand was designed to reflect the city's laid-back personality and promote its outstanding natural assets, as well as the local stripped back, barefoot indulgence.
It was launched as part of Visit Mandurah's summer campaign on December 2, targeting Perth, Mandurah locals and further afield in WA.
Visit Mandurah general manager Anita Kane said the brand promised visitors an authentic moment of connection with self, family and friends.
"I'm excited about the positive impact this brand will have through our summer campaign and beyond," she said.
"Research has shown many people are unaware of everything Mandurah has to offer as a truly enjoyable and memorable day trip and holiday destination.
"We started work on a new brand to try and improve awareness and give Mandurah one voice for everyone to use, from government to media and local businesses.
"The goal was to create a brand that allows us to show our personality, what makes us different, and what unique value and experiences we have to offer to inspire potential visitors to choose us over other destinations."
The new brand was developed as one of the outcomes of the Mandurah Matters program - a 12 month community-led project to create a citizen-led shared vision for Mandurah.
Visit Mandurah chair Pat Strahan said the summer campaign would promote Mandurah as a beautiful place, with genuine people.
"It's based on the premise that, no matter how big we get, we still have the heart of a village and everyone's welcome in this beautiful place where they can relax and just be themselves," she said.
Mandurah mayor Rhys Williams said 'relaxed by nature' reflected the soul of the city.
"Mandjoogoordap means the meeting place of the heart and the brand and summer campaign reflects that along with our diversity - we are proud to be everything from yachts and lobster to tinnies and fish and chips," he said.
It's based on the premise that, no matter how big we get, we still have the heart of a village and everyone's welcome in this beautiful place where they can relax and just be themselves.
- Visit Mandurah chair Pat Strahan
Tourism operators, who were among the key regional stakeholders consulted during the development phase, have also welcomed the new branding.
Mandurah Cruises' Peter Robinson said it made the most of the area's stunning waterways.
"It's what makes us unique and there are so many ways to enjoy the ocean, beaches, estuary, foreshore and wetlands," he said.
The new branding comes after a lot of recent activity from Visit Mandurah, including supporting events like Xterra, Adventurethon and the Grapest 5km Run.
The summer campaign will include multi-channel digital advertising as well as billboards on Forrest Highway and at the Perth train station.
It will also feature advertising on the back of buses and on Perth and regional radio, new video content and participation in the Destination Perth summer campaign.
To see what all the fuss is about, visit the new Summer in Mandurah website.
What do you think about Mandurah's new tourism brand? Send a letter to editor@mandurahmail.com.au.
