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 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.