The search for a Dunedin brand personality begins. It is very difficult to combine the entire range of city wide features and experiences of all Dunedin has to offer into one definitive statement of fact and emotional feeling. Instead taking one of the strongest and most versatile aspects seems like the most logical approach. As said before a positioning statement must have guts and legs, that means it must be much more than hype if it is to be believable by the public and most important by the locals. Ideally this aspect would be not easily replicable by other centers in the sense that it denotes a differentiating aspect. I will therefore present two brand statements, the first influenced more by competitive strategy theory and the second by the need for an emotive proposition.
Dunedin…
The first city of New Zealand
This proposition draws heavily from an arguable competitive fact; that Dunedin was New Zealand’s first city. It fulfills the need of a defendable unique competitive advantage and differentiating factor compared to other centers. By placing the sentence in the present tense we create the motivating factor that would be missing from an historic reference and interpretation. The sentence is purposely made long to add a stately honourable feel in contrast to “New Zealand’s First City” which sounds rushed. Dunedin is a city of firsts.
Dunedin…
Where life begins
The “where life begins” slogan focuses on the lifestyle aspect of living and working in Dunedin, the defining and youthful student culture and the early settlement of Dunedin as the first city of New Zealand. Many people choose Dunedin for the lifestyle advantage and a slogan along this line would be considerable.
Reprinted with permission from www.Hayden.co.nz
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…
Dunedin, New Zealand is a fantastic place to live and work. While it is very saddening to see some large employers reducing jobs in Dunedin, I feel that this is a place of opportunity….