In 2010 we were part of a multi-disciplinary team that prepared detailed development proposals for four RAMSAR designated eco-tourism sites in Johor State, in Southern Malaysia and Singapore.
RAMSAR was the location for a major convention on Wetlands of International Importance held in 1971 which resulted in a Convention designed to protest such habitats. Four such sites had been established along the Johor Straight which separates the Island state of Singapore from the Southern Malaysian state of Johor.
The objective of this project of Place Brand strategy was to explore the tourism development potential of linking the four sites, three in Johor and one on Singapore Island, as a linked destination for tourists who were interested in conserved and protected areas.
The project involved assessing the existing facilities and potential of the four sites and identifying potential new offers to complement existing provision. In addition, work was undertaken to develop a logo and marketing colateral to identify the combined offer of the sites as a distinctive brand proposition. The working title of “Waterland” was given to the proposals.
* Project led by Placematters before uniting with Bloom Consulting
