Leonards worked with Lithgow City Council to finely define what the all-encompassing brand would entail. Creative and marketing would be based upon:
Locations: the master brand is expansive enough to accommodate the regional sub-brands of Portland, Wallerawang, Capertee, Wolgan, Little Hartley and Rydal as well as the incredible diversity of experiences provided within the greater Lithgow area.
Heritage: The destination’s rich industrial, rail, mining and human history is still well-preserved with ranging accessibility from easy to determined! Blast Furnace Park or Small Arms museum which are an easy drive and walk experiences to Newnes Shale mines that require determined hiking.
Experiences: Lithgow outcompetes other regions for experience potential which needed not only cataloging but to be brought to life. Canyoning, hiking, horse riding, trail bike riding, swimming, Jenolan Caves, camping are popular pursuits in and around Lithgow. The brand is heavily influenced by experiences.
Food & Wine: Again many unique experiences are available in the region that source local produce or nearby regions rich with high quality produce. These experiences can be enjoyed at the farm gate or in many food localities in the region.
Events: To not only promote the current hero events of Ironfest and Halloween but to help grow new events such as Lithglow and Portland festivals.