The FlyDunedin.com launch party at the Dunedin Art Gallery marked the culmination of months of work on an exciting new marketing initiative for the Dunedin International Airport.
The concept was simple, create an emotive brand story that would encourage people to fly from Dunedin Aiport vs alternatives such as Christchurch. The telling of this story would focus initially around the web medium and be supported and extended by video and print.
Initially we focused on getting the brand personality established and rules around how the Fly Dunedin brand would be portrayed in imagery. These ideas were then presented as illustrations and graphics for web, print, and online advertising.
After a thorough analysis of airport websites in New Zealand and abroad we set about designing a website to address the specific creative needs of the “take the easy way out campaign” in addition to the content and features required from an International Airport.
Visit Channel 9 News Online to watch their video on the launch party and concept…
A website is a media channel for your business that is broadcasting 24 hrs a day, 7 days a week. Like any media channel the style and content of the medium influences your viewers and readers. The great aspect of this is that you are not renting space in someone elses publication like the local newspaper or television. A website is your publication under your complete control. You decide what information to present to the public, when it is available and how often the schedule of content changes. Now there is some basic house keeping that comes along with any responsibility. For example, its up to you to ensure that you do change the content of your website regulary enough to keep the interest of your loyal audience. If you want to attract the right kind of people you also need to have content that they are interested in reading. The list goes on and on but at the end of the day, your website is the most affordable and efficient way to communicate with your customers on an ongoing basis.
A company brand is an idealized representation of self. Physically in its simplest form a brand is best defined by its logo. A brand story is depicted by images and words that imply personality and values.
Beyond this brands start to get confusing. For example, we could consider the people, buildings and almost every aspect of consumer interaction a part of the brand experience.