Please select your home edition
Marine Resources 2017 728x90

A Coral Sea adventure is calling!

by Joscelyn O'Keefe 10 Apr 20:53 PDT
Coral Sea Marina Resort © RipTide Creative

1 July 2019 marks the significant union of two Airlie Beach icons, Abell Point Marina and the Coral Sea Resort. Australian entrepreneur and marina owner, Paul Darrouzet, exchanged contracts of sale on the resort in November 2018 with a vision to create a premium destination marina resort on the Whitsunday mainland coast.

From 1 July, Abell Point Marina and the Coral Sea Resort will be memorably rebranded Coral Sea Marina|Resort. The merger of these two well established businesses was an opportunity to create a unified brand and develop a compelling brand identity which is truly representative of what the new marina resort aims to be.

The new brand identity was born out of detailed research with key industry stakeholders, as well as the future vision of the Coral Sea Marina|Resort.

Creating a vibrant and inciting mainland marina resort destination is the vision for the future, so a freshly developed brand was deemed integral to this process.

Brisbane based creative agency, Nick Did This, was appointed to work closely with the marina resort team and as Nick Pritchard, owner and creative strategist, explains "A new destination deserves a new brand!"

Joscelyn O'Keefe, Abell Point Marina's, Marketing & Business Development Manager explains, "We have worked with the team at Nick Did This over the last 6 years to develop a very strong Abell Point Marina brand, so they were the ideal choice to work with throughout this integration period. The creative team at Nick Did This have created a brand identity which will resonate across our varied target markets,"

The new look and feel for the brand will focus on the Coral Sea Marina|Resort being a destination that is all about experiences you will love, enjoy and remember, rather than just its facilities and accommodation.

The new brand architype is about providing pleasure and happiness to visitors by delivering memorable experiences that reflect excellence in quality and value.

Kate Purdie, Abell Point Marina's General Manager believes "The development of the new brand is imperative for the future success of the Coral Sea Marina|Resort."

"The strength in both existing brands has been leveraged, with a strong focus on the romance and adventure of the Coral Sea as well as maintaining the current Abell Point Marina tagline of Stay, Play, Explore. The tagline encapsulates the scope of experience available at the Coral Sea Marina|Resort for on-shore and on-water customers," explains Ms Purdie.

The renewed logo incorporates a marine symbol which is a visual representation of three distinct elements of the Marina|Resort precinct: the coral sea, the parkland and the marine activities. One continuous line links them all together harmoniously while the distinct colours gives them each a personality of their own.

"We've always loved working with Abell Point Marina, so we were thrilled to come on board and help develop the name, logo and look for Coral Sea Marina|Resort," said Nick Pritchard.

"The coming together of the Coral Sea, the gardens and the marina into the new Marina|Resort is an incredibly exciting proposition, so we wanted to reflect that physically in the logo by bringing together three elements that represent these different aspects of the property. And now, we can't wait to roll out a campaign that shows this is a place where adventures begin and real 'moments' are made!"

Over the coming months the new brand elements will be integrated across both businesses in anticipation of the official merger date of 1 July - when the adventure begins.

Related Articles

Wilbur Ross & Andrew Wheeler to speak at ABC 2019
See the Commerce Secretary Ross and EPA Administrator on May 15 NMMA announced today that U.S. Secretary of Commerce Wilbur Ross and Environmental Protection Agency (EPA) Administrator Andrew Wheeler will address American Boating Congress (ABC) attendees on Wednesday, May 15. Posted on 25 Apr
New C-MAP reveal charts
First three of 11 charts released, now available for $299 each C-MAP®, a leader in digital marine cartography and cloud-based mapping, announced today the release of new C-MAP Reveal charts, featuring incredible views of the sea floor – a key advantage for fishing and diving enthusiasts. Posted on 25 Apr
Quality DC Fans crucial to engine performance
Delta "T" Systems offers a wide range of fan controls Adequate air flow is crucial for optimal engine performance. Unlike repurposed ventilation equipment, Delta "T" Systems 12 and 24V DC axial fans and centrifugal blowers are engineered and built in the USA specifically for long service lives Posted on 20 Apr
Corsair 880 Development Update
A true game changer in hand? The new Corsair 880 has been designed from the ground up. Over a period of four years, this model has evolved and developed to a point where we were satisfied that we had a true game changer in hand. Posted on 18 Apr
weBBoat 4G Lite delivers a world of connectivity
Using weBBoat 4G Lite is even easier With expectations of 24/7 connectivity, Glomex Marine Antennas' weBBoat 4G Lite delivers, whether it's downloading navigation updates or checking the score. Posted on 18 Apr
Capt. Seth Owens sees opportunity to grow
Capt. Seth Owens purchases the established business in South Carolina Much like an auto club for boaters, BoatUS offers on-water Unlimited Towing Memberships for freshwater boaters and anglers for just $85 per year. Posted on 17 Apr
PROtect Tapes take on regatta plastic pollution
Biodegradable and compostable hull stickers available Experts at creating products designed to tackle chafing, abrasion, scratches, damages, ageing, and wear, PROtect Tapes have now honed their unique technical film know-how to create biodegradable and compostable bow and hull stickers Posted on 17 Apr
New Grand Banks 54 construction underway
Grand Banks showcases interior craftsmanship in an efficient cruising hull with the GB54 The new GB54, which had been called the Grand Banks 52 in previous communications, follows the successful launches of the Grand Banks 60 and the GB60 Skylounge, and will advance the builder's strategy to create yachts with strong, lightweight hulls Posted on 16 Apr
Tell EPA to stop the summertime sale of E15 fuel
BoatUS: “E15 is the wrong fuel for boaters, consumers and the environment” In an action that many are seeing as anti-environment, anti-consumer and a big nod to the ethanol lobby, the Environmental Protection Agency (EPA) is moving toward permitting the sale of E15 (15% ethanol) fuels during the summer ozone season. Posted on 16 Apr
Simrad launches easy-to-use chartplotter
The most intuitive and easy-to-use chartpolotter available Simrad Yachting – a leader in the design and manufacture of world-class marine navigation, autopilot, radar, communications and fishfinding systems – announced today Simrad® Cruise, the most intuitive chartplotter on the market. Posted on 16 Apr
Marine Resources BOTTOMMelges IC37 2019 FooterAllen Brothers MBW 660 Purchase Power