Eyre Peninsula ‘goes wild’ for new brand developed by Fuller

  • 31 March 2023

In its first new tourism brand in more than 15 years, the Eyre Peninsula is inviting visitors to come and discover ‘The Wild Side’ of South Australia.

‘Eyre – The Wild Side’ was developed by Fuller Brand Communication over nine months of intensive community engagement with the region’s 11 local councils.

It is designed to capture the unique essence of Eyre’s truly wild tourism product offering.

Will Fuller, Fuller’s Managing Director, said the project’s challenge was clear from the start.

“We needed to find a common ground in which all 11 councils and their communities — both inland and coastal — could feel included and celebrated within the new brand, while also positioning Eyre as a must-visit destination — not only within South Australia, but the nation,” he said.

“It’s a big responsibility creating the first new tourism brand for the region in over 15 years and we’re proud to have created something that resonates with Eyre’s locals and tourism operators and also speaks to the wider tourism industry.”



Annabelle Hender, Tourism Development Manager for Regional Development Australia Eyre Peninsula (RDAEP), said the new tourism brand encapsulates the experience of visiting the iconic destination — a little rough; a little rugged — an adventure you must prepare for but one you’ll never forget.

She said the brand presented a new era for Eyre, enabling the region to not only attract the right visitors through its strengthened positioning, but to evoke a sense of pride and unity within local communities.

“The new brand will allow us to attract the region’s best visitors; those who travel respectfully and want to connect with our region on a deeper level — just as the locals do,” Annabelle said.

The brand was revealed in Port Lincoln on Thursday, March 30 in the company of Zoe Bettison; the Minister for Tourism and Multicultural Affairs and Emma Terry; the newly appointed CEO of the South Australian Tourism Commission.