New brand seeking purple patch
A focus on the ‘‘extraordinary’’ and a bright boysenberry-purple are the key components of a new brand forNelson.
Nelson Tasman businesses will soon be encouraged to use new marketing materials produced by the Nelson Regional Development Agency (NRDA), which will be available by Christmas.
Established last year and funded by both Nelson and Tasman councils, the NRDA’s first task has been to develop a ‘‘unique and enduring’’ identity to promote the region.
The new slogan has been revealed as ‘‘Nelson Tasman, where the ordinary is extraordinary’’, and is supported by purplethemed branding.
NRDA chief executive Mark Rawson spoke to elected members from both councils at a meeting on Tuesday, revealing the ideas behind the new branding.
Tools and materials for promoting the region will be available on the NRDA website within the next month, in the hope business leaders will use the materials in their own promotions.
The presentation showed ‘‘pillars’’, or key aspects which defined the region. They included clever business, natural landscapes, diversity, being highly connected as a region, and Nelson’s strong arts and artisans community.
Rawson said they wanted something that would differentiate Nelson Tasman from other regions’ branding, and said the colour choice sparked a conversation.
Nelson produces more boysenberries than anywhere else in the world, and ‘‘not a lot of people know that,’’ Rawson said.
As well as explaining the identity and branding, Rawson gave councillors a snapshot of areas of development the NRDA intended to focus on.
Rawson said the Super Club netball series, Ocean Swim, Masters Games and other recent festivals were ‘‘wins’’ for the region, along with the All Blacks game scheduled for Trafalgar Park in September 2018.
He said more events and confer- ences over the winter and shoulder seasons were needed – after Easter and before the end of November.
Business events had been successful over winter, with five events held between July and Sept- ember. They wanted to encourage more business events and conferences, as they invited considerable numbers of delegates who often stayed up to four nights, spending around $450 per night.
They were also making a bid for a ‘‘major music event’’ which would bring as many as 3000 participants. It’s understood the bidding process won’t conclude until early next year, however.
The NRDA aims to get iwi, councils, and the private sector working together on regional opportunities for growth and development.
Rawson said key to this was innovation and they were looking at establishing a physical ‘‘tech’’ hub – a one-stop shop for technology and innovation to aid business development.
The aim for the new branding was to have the material presented in a way that allowed the business community to be ‘‘early adopters’’, and share the vision for the region with their networks.
‘‘Businesses have asked for tools that help them in their business - such as the regional story content, images, video footage, and hashtags to use - and we will be providing all of those things and more,’’ Rawson said.