Tourism group’s research into brand for the region
We all know about ‘‘Absolutely Positively Wellington’’ and that Christchurch is ‘‘The Garden City’’ and Auckland ‘‘The City of Sails’’. But what is the Waikato? Hamilton and Waikato Tourism’s long term project to determine what defines the Waikato is now into its second year.
The regional tourism entity’s chief executive Jason Dawson said it would take time to establish a strong brand.
‘‘It is coming together slowly, at this stage we’re not sure what it will be, the region is very diverse with so much to offer.
‘‘We have such compelling stories to tell from the historical land wars to the business successes.
‘‘This will help us determine what the Waikato story is and what we stand for.’’
Dawson said consultation continued ensuring delivery of an experience for both visitors and residents.
He remained mindful of the great examples of brands which worked well for other regions.
‘‘When Wellington launched its Absolutely Positively brand, everyone nodded their heads saying, yes it is.’’
The release of the brand was the culmination of five years hard work in ‘‘getting their ducks in a row first’’ .
‘‘Wellington worked towards building the brand, rather than having a brand and then trying to make things fit.’’
Driving the initiative was Wellington City Council’s economic development agencies.
The aim was to inject vibrancy into the city before the brand was launched.
Lambton Quay and the Cuba St Mall became desirable shopping precincts.
Hospitality owners were encouraged to be make Courtenay Place the entertainment hub by building on its cafe culture, bars and restaurants.
Investment into new developments and refurbishment of accommodation ensured the city had the capacity to cope.
Wellington took the initiative to secure events like the Rugby Sevens Tournament, The World of Wearable Arts.
Te Papa was established as both a national and regional museum, and along with Westpac Stadium, was critical in providing visitor attractions.
Dawson and his team is taking the same approach in building the Waikato brand.
‘‘Like Wellington, the Waikato has some way to go, but a theme is emerging.
‘‘We need some game changers in the region to build on the strong assets we have.’’
Investment into accommodation is planned, but Dawson hoped to see more and not just in Hamilton city.
‘‘Above all, when we release the branding for Waikato, like the people of Wellington, they will jump on board because this is exactly how you would describe the Waikato.’’