Regional Brand Toolkit

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Regional Brand Toolkit New Zealand New / 2019 The stories of VERSION 3.0 VERSION Regional Brand Toolkit VERSION 3.0 / 2019 Regional Brand Toolkit The stories of New Zealand Welcome to the third edition of the Regional Brand Toolkit At Air New Zealand I’m pleased to share with you the revised version our core purpose of the Regional Brand Toolkit featuring a number of updates to regions which have undergone a is to supercharge brand refresh, or which have made substantial New Zealand’s success changes to their brand proposition, positioning or right across our great direction over the last year. country – socially, environmentally and We play a key role in stimulating visitor demand, growing visitation to New Zealand year-round economically. This is and encouraging visitors to travel throughout the about making a positive country. It’s therefore important we communicate AIR NEW ZEALAND impact, creating each region’s brand consistently across all our sustainable growth communications channels. and contributing This toolkit has proven to be a valuable tool for to the success of – Air New Zealand’s marketing teams, providing TOOLKIT BRAND REGIONAL New Zealand’s goals. inspiring content and imagery which we use to highlight all the regions which make our beautiful country exceptional. We’re committed to showcasing the diversity of our regions and helping to share each region’s unique story. And we believe we’re well placed to do this through our international schedule timed to connect visitors onto our network of 20 domestic destinations. Thank you to the Regional Tourism Organisations for the content you have provided and for the ongoing work you’re doing to develop strong and distinctive brands for your regions. Christopher Luxon Chief Executive Officer 1 International Marketing Alliances (IMAs) Regions Northland – 04 KKE North Island IMAS South Island IMAS North Island WRE Northland & Auckland Nelson Tasman & The Coromandel – Northland Marlborough Auckland – 16 – Auckland – Nelson Tasman – 10 – Marlborough AKL Bay of Plenty Waikato – 28 Rotorua Thermal Explorer Highway – 22 HLZ – 34 & Volcanic Loop Canterbury & West Coast TRG Taupō – Hamilton/Waikato – Christchurch & Canterbury Tairāwhiti – 40 – Rotorua – West Coast ROT Gisborne AIR NEW ZEALAND Taranaki AIR NEW ZEALAND - GIS 58 – Taupo – Kaikoura TUO – – 52 – Ruapehu NPL Southern Lakes Ruapehu NPE Hawke's Bay Pacific Coast Highway – Wanaka – 46 PMR – 64 – – The Coromandel – Queenstown – REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL Nelson Tasman Whanganui Palmerston North TOOLKIT BRAND REGIONAL – Bay of Plenty – Fiordland – 106 – 70 Manawatu – Hawke's Bay NSN WLG – 76 – Tairāwhiti Gisborne Pure Southern Land Marlborough BHE Wairarapa – Dunedin – 94 – 82 Wellington Western North Island – Southland – 88 – Whanganui – Waitaki West Coast HKK Kaikoura – Taranaki – Clutha – 124 – 100 – Manawatu Wanaka CHC – 136 Christchurch & Canterbury – 112 Wellington & Wairarapa Queenstown TIU Timaru – 118 – Wellington – 142 – Wairarapa Mackenzie Region ZQN – 130 Fiordland Waitaki (Oamaru) – 148 – 154 DUD Central Otago IVC – 160 Southland Dunedin – 178 – 166 Clutha South Island – 172 Air New Zealand Airport 2 3 Region – North Island Northland Journey AIR NEW ZEALAND north. ISLAND NORTH NORTHLAND, – REGION – REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL 4 5 Region – North Island Northland Marketing Highlights Fast Facts Pillars Spectacular yet diverse Top 10 key experiences coastlines, marine 1. Ma-ori culture & history reserves, kauri forests, Visit New Zealand’s most important historic site, the Waitangi Treaty and and two oceans that collide Te Kōngahu Museum of Waitangi. make Northland – New 2. Kauri forests Zealand’s northernmost Walk among ancient kauri forests subtropical region – an – home of Tāne Mahuta, the largest unmissable destination. kauri known to stand today. 3. Top of New Zealand North of Auckland, Northland’s longer See the Pacific Ocean and Tasman AIR NEW ZEALAND summers and milder winters attract Sea collide at Cape Reinga, the thousands of visitors year-round. northernmost point of New Zealand. ISLAND NORTH NORTHLAND, – REGION Not only is Northland beautiful, it’s 4. Bay of Islands 1 2 also a place of deep cultural and A range of marine activities and historical significance, where New adventures await in the Bay of Islands. Ancient Living Forests Contrasting Coastlines – Zealand’s two peoples came together, REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL Māori and Pakeha. The east coast 5. Subtropical diving dominated by sparkling harbours, Spend a day at the Poor Knights Explore ancient kauri forests, walk amongst Journey the sheltered coves and harbours long stunning stretches of white Islands Marine Reserve, enter Riko • Website: living giants. of the east coast; gather kaimoana, dive, sand beach and sheltered bays Riko (the world’s largest sea cave) or northlandnz.com swim, sail, snorkel or surf. Experience the wild contrasts with the rugged, soulful dive one of the many wreck dives. west coast; shipwrecks, the solitude of empty and unspoiled coastline of the west 6. Hokianga Harbour • Air New Zealand Airports: beaches, and salt spray on your face. coast. The Bay of Islands is an aquatic More than 1,000 years ago the great Kerikeri Airport, Bay of Islands mecca, and the Poor Knights off the explorer Kupe arrived in New Zealand. Whangarei Airport Tutukaka Coast has been rated by The Hokianga was one of the first dive expert Jacques Cousteau as one points of Māori and European contact, of the top-ten dive sites in the world. and is an area of cultural significance. In a region with some of New Zealand’s most recognised visitor 7. Hikes & walking trails icons and attractions, Northland also Explore Northland by foot on the has lesser travelled roads that are many walking tracks and trails, all with equally worth a visit. Get off the main views that will take your breath away. route and enjoy Northland’s road- 8. Sandboarding based Byway Journeys for people Sandboard down the giant dunes wanting to discover our hidden gems. in the Hokianga, or further north at The Pou Herenga Tai Twin Coast Te Paki, overlooking 90 Mile Beach. Cycle Trail is another way to journey 9. Idyllic waterfalls through Northland. Enjoy diverse and Be captivated by the picturesque stunning scenery with magnificent Whangārei Falls (Otuihau) and views, native bush, suspension Rainbow Falls in Kerikeri. 3 4 bridges, waterfalls, beautiful streams, lakes, estuaries, harbours, 10. Markets boardwalks, disused train corridors Northland is a market-lovers dream Northern Subtropical Pathway Māori Living Today and tunnels. with weekend markets showcasing fresh locally-grown produce, artisan foods, craft beverages, and arts Region Logo: Journey to New Zealand's northern-most Discover Kupe, the first of the Polynesian and crafts. point where oceans collide and spirits depart Explorers and encounter Māori lifestyles of today. for home. 6 7 Region – North Island Northland Hero Key Images Events Waipu Highland Games Te Houtaewa Challenge, 1. 1 Maia January 90 Mile Beach Run Credit: Sara Orme One of the most iconic events in all April of Northland and the largest Highland The world’s only ultramarathon run 2 Paddleboarder, Poor Knights Games in New Zealand. entirely on the beach, honouring the Credit: David Kirkland Māori legend of the great athlete Nga-puhi Festival Te Houtaewa. Hokianga wharf couple 3 January Credit: David Kirkland Hosted by Te Rōnangā Ā Iwi O Tutukaka Winter Festival Ngāpuhi, the Ngāpuhi Festival August – September Tāne Mahuta 4 is Northland’s largest free From the iconic Polar Bear Surf Credit: David Kirkland entertainment, food, arts, crafts and Classic, the Ping Pong prize fight, AIR NEW ZEALAND community event. fishing competitions for kids and 5 Te Paki Coastal Track adults, stand up paddle-boarding and Credit: David Kirkland Waitangi Day a raft race to New Zealand’s toughest ISLAND NORTH NORTHLAND, – REGION February open ocean downwind paddling event 6 Cape Reinga, where two New Zealand’s national day. and Boutique Beer Festival. 2. 3. oceans collide Celebrating the first signing of – Credit: David Kirkland the Treaty of Waitangi. Ceremony, Bay of Islands Walking Weekend REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL music, culture and activities for the October whole family. Over two and a half days there are 22 walks to choose from, all walks Northland Agriculture leave from Russell. Field Days March Coastal Classic Annual Yacht Race The second largest agricultural Auckland – Russell event in New Zealand taking place October in Dargaville. New Zealand’s premier fleet yacht race. 4. 5. 6. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 8 9 Region – North Island Auckland AIR NEW ZEALAND Exciting REGION – AUCKLAND, NORTH ISLAND NORTH AUCKLAND, – REGION – REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL contrasts. Endless adventures. 10 11 Region – North Island Auckland Marketing Highlights Fast Facts Pillars Auckland, New Zealand’s Top 10 key experiences largest city, is naturally 1. Climb a volcano beautiful and a place of Take in the stunning panoramic views from some of 48 volcanic cones. exciting contrast and endless adventures. 2. Escape to an island A huge range of experiences for nature lovers, water babies, thrill Home to 1.5 million people, Auckland seekers and wine connoisseurs. is a melting pot of rich diversity. In the heart of the city, you’ll find yourself 3. Get out on the water looking out towards emerald waters With the sea on the city’s doorstep, and dormant volcanoes. kayaking, sailing, jet boating and AIR NEW ZEALAND fishing are some of the ways to It’s a stunning natural playground with enjoy it. plenty of adventure on offer. Fine food ISLAND NORTH AUCKLAND, – REGION and wine, spectacular arts and events 4. Enjoy the beach life 1 2 – you’ll find it all here. Surf the waves on the west coast, with its black-sand beaches, or relax on Restaurants, rooftop bars, art Food and Wine The Great Outdoors – white sand beaches and swim in clear REGIONAL BRAND TOOLKIT TOOLKIT BRAND REGIONAL galleries, museums, designer waters on the east coast.
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