Media Release

New Look Regional Brand for Hawke’s Bay

Today 7th April Hawke’s Bay Tourism launched its revised destination brand to the local travel industry.

Previously known as Hawke’s Bay Wine Country, the revised brand is simply “Hawke’s Bay’ and is designed to be an umbrella brand for the entire Hawke’s Bay region.

The brand update was led by Hawke’s Bay Tourism’s Chairman- George Hickton and General Manager- Annie Dundas.

Chairman of Hawke’s Bay Tourism George Hickton says “We have a major task to raise the awareness and attractiveness of the region to domestic and international travellers. As a starting point we need to be consistent about the regions brand and the way we use it in our promotional campaigns. The brand is Hawke’s Bay and we are being consistent with the new design in incorporating all the elements we have been using over the past few years. This is simply updating our image but retaining the core attributes of sun and lifestyle while adding a compelling promotional message for our target markets”

The architect of the brand work is Kim Thorp, regarded by many as one of the best in the advertising world, and a local Hawke’s Bay resident. Mr Thorp also designed the original Hawke’s Bay brand ten years ago. “When we developed Hawke’s Bay Wine Country we always knew it would evolve over time and we believe its new treatment has a wider usage for all areas within Hawke’s Bay and multiple tourism sectors"

Today’s unveiling is the result of three months work of reviewing the Hawke’s Bay Wine Country brand, message and visitor experience and included an extensive consultation period with councils and key stakeholders within the local tourism industry.

Annie Dundas, General Manager of Hawke’s Bay Tourism is delighted with the reaction to the new work.”In a short space of time we have refreshed the brand and created a campaign tagline that has urgency, and that people want to use. In a cluttered advertising market we are hoping to stand out and grow visitor arrivals to the entire Hawke’s Bay region".

ENDS

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