Kangaroo Island Tourism Alliance brand launched

KITA LAUNCH: Kangaroo Island mayor Michael Pengilly, KITA deputy chairwoman Ella Riggs, KITA chairman Pierre Gregor and minister Corey Wingard at False Cape Wines. Photo supplied
KITA LAUNCH: Kangaroo Island mayor Michael Pengilly, KITA deputy chairwoman Ella Riggs, KITA chairman Pierre Gregor and minister Corey Wingard at False Cape Wines. Photo supplied

The Island's recently amalgamated tourism, food and beverage organisation has rebranded itself as the Kangaroo Island Tourism Alliance.

Previously, it was know by the unwieldy names of KI Tourism, Food, Wine and Beverage Association or KITFWBA.

The KI Tourism Alliance or KITA rebranding was announced at an event at False Cape Wines in December, where the alliance also formally launched its 2020/2021 Kangaroo Island Visitor Guide.

Attending the event was the KI mayor Michael Pengilly and Infrastructure and Transport Minister Corey Wingard on behalf of Tourism Minister and Premier Stephen Marshall, who sent a video message.

Video message from the Premier

KITA chairman Pierre Gregor said the it was a well-attended and highly successful networking event.

The non-profit, membership based body would stay incorporated as KITFWBA but its new trading name was KITA.

New executive officer Lyndall Rowe had also been appointed and arrived on the Island to take over day-to-day operations, he said.

The KITFWBA board had committed itself immediately after its formation to consult with its membership in pursuit of a more user-friendly acronym and trading name.

"As a result of our naming competition, shortlisting of preferred names, and voting by the membership the winning entry was Kangaroo Island Tourism Alliance (KITA)," Mr Gregor said

"KITFWBA remains our registered Business Name however we will be trading as KITA and actions are now underway to modify our logos and associated collateral.

"Once our logo has been modified to reflect our trading name members are encouraged to use the 'Member of Kangaroo Island Tourism Alliance' logo on your website and marketing material.

"The winner of the naming competition was Catrina Howard who was rewarded with a three-pack of gin generously provided by Kangaroo Island Spirits.

"The next 12 months will be extremely busy for the board and staff.

"We will be placing significant effort into establishing frequency and reliability of scheduled air services, enhancing the marketing of Kangaroo Island as an all-year destination, a focus on the packaging of island offerings, improving our digital assets, and assistance with business capacity and capability development to mention just some of the areas of focus."

BRAND LAUNCH: Kangaroo Island Tourism Alliance (KITA) launched its new brand at the False Cape Wines. File photo by Quentin Chester

BRAND LAUNCH: Kangaroo Island Tourism Alliance (KITA) launched its new brand at the False Cape Wines. File photo by Quentin Chester

The outlook

Mr Gregor said the change in name, while more user friendly, had not changed the organisation's role and responsibilities.

"One of the key aspects of the organisation is that we are the official Regional Tourism Organisation (RTO) for the Island (one of 11 around the State) and work closely with the government, SA Tourism Commission and other agencies in the interest of the tourism sector, visitor experience and the visitor economy more generally," he said.

"I think what is particularly noteworthy is that we obtained over $600,000 during the course of last year to assist with such things as industry development, marketing, event support.

"In addition to advocating on behalf of industry on a range of matters, we have supported a number of grant applications sought by businesses wishing to expand or add new product."

Some applications were still in the process of being assessed, however the SATC had announced that the application made by Cactus cafe for the development of their new dining facility has been successful, he said.

"This is a good outcome. We are hopeful of further successful submissions."

In relation to this Tourism Infrastructure Development Fund (TIDF) grant, tourism related businesses were encouraged to check out the criteria and if their proposals fit, prepare and submit an application.

$10m had been made available across the state for this financial year and the range of grant amount is between $20,000 to a max of $500,000, he said.

It should be noted that the amount granted will be to a maximum of 30 per cent of the project value.

"It is a great opportunity for those wishing to develop new product or expand. The $10m TIDF will again be available during FY21/22."

KITA, just prior to the rebrand. released its 2020 annual report, which can be read online in a Flipbook format: https://online.flippingbook.com/view/400852/

"We will have a big year and more positive year this year, albeit not without its challenges because of a restricted international market however will work closely with the SATC to leverage their focus on the domestic market. There are a number of initiatives in the pipeline," Mr Gregor said.

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