DESTINATION GIPPSLAND sought help from iSPY to develop a brand strategy that would embrace all the diverse and eclectic offerings of a region the size of Switzerland and breathe new life into their positioning 'Inspired by Nature.'  An extensive brand review was conducted which included a desk audit, a review of previous tourism research and a qualitative research programme and a series of seminal brand workshops. The seven step process helped to identify the barriers and opportunities facing Gippsland as a tourism destination. The resultant brand strategy was used by Clemenger to help create this stunning 'All kinds of wonder (land) campaign.'