Unifying a large and diverse stakeholder group around a clearly differentiated brand platform for economic and cultural growth. 

While most New Zealand 'place' brands are tourism focused, Venture Taranaki Trust (project owner) wanted to create a competitive and multi-purpose platform. This would support business growth and the expanding tourism sector, drive immigration, and help harness the strong but 'undefined' local sense of identity. The Challenge Wild and geographically spectacular, Taranaki is a remarkable region with a rich and colourful past. Today, as well as being one of our fastest growing regional economies it offers a truly cosmopolitan lifestyle. In many ways it's 'the best of heartland New Zealand coming of age'. Capturing this unique mix in a single minded brand was the key challenge. Previous Taranaki advertising campaigns had met very mixed response. This, combined with the 'political' nature of the project meant gaining community input and buy-in was essential. The Solution The first step was identifying the need for a sizeable project stakeholder group. This included Venture Taranaki Trust, four Councils, Tangata Whenua, the Chamber of Commerce, local businesses, community groups, sports bodies such as the Taranaki Rugby Union, local media and key individuals. Many in this group anticipated a 'difficult' process and some doubted a successful outcome could be achieved. DNA's approach was a combination of process and facilitation. A comprehensive stakeholder briefing and planning meeting was held, and a transparent project framework agreed. Applying DNA's inGENEius® branding methodology, various workshops, hui and presentations (up to 65 people attending) were facilitated to explore, develop and sign off both the brand strategy and the conceptual work. The Result This approach created a positive and inclusive environment. It provided a forum for debate and allowed input from a broad cross section of the community. The brand strategy and creative expression (hero brand and co-branding for businesses, councils, sports teams etc) consequently received very strong buy-in, as the stakeholders 'owned' and 'supported' the work. The end result is a brand that truly represents the 'wild and civilised mix' that makes Taranaki so unique. Launched locally in September 2005, the brand has generated national media coverage and received positive community response. Local businesses are now co-branding and the roll-out phase will see Taranaki's profile continue to grow.

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