Tourism Bay of Plenty is unveiling a new look.
The new orange logo is a bi-product of extensive stakeholder engagement and consultation the organisation undertook in order to develop a new regional story.
The proposition ‘it's in our nature' underpins the imagery and partnering natural hues of the branding.
Tourism Bay of Plenty CEO Kristin Dunne says a series of workshops were carried out, facilitated by Principals with in excess of 200 regional stakeholders to determine the personality and key traits of the region, in order to draft our regional story.
New Zealand has a story (www.nzstory.govt.nz) and many regions have their own stories. Our regional story has been developed to share who we are and what makes us unique – particularly in a global sense. It ensures that all agencies and organisations who are taking the coastal Bay of Plenty to the world are consistent when talking about our unique attributes.
The old logo and the new logo.
“In order to be clear about who we are, the agency (Principals) held workshops in Katikati, Tauranga and Whakatane with stakeholders from a cross section of businesses.
“From these workshops, they were able to draft the story which then required a lot more consultation.
“We worked closely with iwi, Rebecca Smith (Director of The NZ Story), Priority One and council. We also consulted with TNZ and Air NZ,” says Kristin.
“Once this process was concluded, the agency had a very clear understanding and appreciation of our region and was able to recommend several proposition options and styles for our logo.”
A total of $60,000 was spent on the process. The money was spent on:
Coordinating and facilitating a series of workshops in Katikati, Tauranga and Whakatane.
*Copywriting many versions of a draft regional story prior to confirming the final version
*Significant liaison between the agency, Tourism Bay of Plenty and stakeholders in order to achieve the final version
*Design of complete brand concepts and proposition
*Design of logo
*Design of collateral to roll out new branding
*Design of a new trade stand for TRENZ and Meetings
Kristin says this body of work is not just required for TBOP but for the councils, Priority One and the many other organisations across the region who take Tauranga and the Coastal Bay of Plenty to the world (export).
“TRENZ was the platform from which we first presented the new branding. Feedback from our industry partners and international buyers has been fabulous. Our stunning heritage, beautiful and fertile landscapes, and warm welcoming ways are all wrapped into ‘it's in our nature' and this proposition is easy for our strategic partners to take to market – particularly TNZ and Air NZ” says Kristin. “The regional story has given us a base in order to sing from the same songbook with all the other regional organisations who are taking Tauranga and the coastal Bay of Plenty to the world”.
As a result of the extensive stakeholder engagement and the development of the regional story came TBOP's new branding and consequential logo.