Fruitbowl - Fresh Ideas from Hawke's Bay

After a very robust process the Hastings District Council has announced the new brand (developed by Attn! marketing pr) that will promote the district.

The brand was launched to media and to tourism operators on Thursday Dec 17. The feedback from the launch was very positive and was seen as an important step forward to market Hastings as a tourism destination and to evoke community pride.

The branding process involved Hastings agencies, with two then shortlisted followed by further consultation including an expert panel, key stakeholders and the public.

The new brand had 64% approval by the public and an overwhelming 100% approval within council. The constructive feedback on blog sites like fruitbowl was also invaluable.

Attn! conducted its own research in developing their concept and then the team developed something they strongly believe positively portrays the district. As part of our presenation we developed a DVD presentation that is now live on www.visithastings.co.nz

Stage one of the marketing collateral has also been sucessfully completed and has involved the expertise of many suppliers - led by Attn! and supported by Geon Print, Mogul and Speedy Signs, Flip Design, Bodyzone and Design Studio.

The outcome - in less than two weeks has been fantastic - with every firm totally committed to the project. The council has also put significant resources into the project.

Lawrence Yule had the following comments -

Hastings Mayor Lawrence Yule says Option ‘A’ by Attn! marketing pr has been chosen as the logo for marketing collateral for the campaign.

“It reflects all the great things Hastings District has to offer – abundance, warmth, the Heretaunga Plains, beaches, rivers, wineries and a rich Maori heritage.

“The image represents the Heretaunga Plains stretching out to the coast but incorporates elements of a flax kete or food basket, the shape of a wine glass and an abstract heart. It connects to the ‘Heart of Hawke’s Bay’, a tagline market research has shown resonates with the people of Hastings.

“We are very happy we’ve got to this point and we can now start telling our story to the rest of New Zealand and boost our economy through increased tourism.

Hastings City Marketing president Sandra Hazelhurst says her organisation is very excited about the new brand.

“Hastings has a sensational story to tell and the new Hastings brand is a great way to showcase its people, products and places.  As with any brand its success will be driven through belief, energy and commitment.  Hastings City Marketing is enthusiastic about partnering with other organisations to embrace and support the new brand.”