Firm to write region's 'branding story'

22:40, Mar 13 2014
Strategy Design and Advertising
Strategy Design and Advertising: Marketing for Cloudy Bay

The company that designed the branding for iconic winery Cloudy Bay has been selected to write the branding story for Marlborough.

Strategy Design and Advertising, based in Christchurch, won the Marlborough District Council's tender to write the "Marlborough Story", council strategic planning and economic development manager Neil Henry said.

Mr Henry said there had been six bids for the work.

Strategy "did a lot of branding and marketing work, including that for Cloudy Bay and Canterbury Tourism".

He said that it was expected there would be something for consultation at the end of next month or the beginning of May, and that would include consultation with the public.

A final version was due by July.


The "Marlborough Story" would be a "consistent and appealing" story that would be used by the region and its sectors to tell the rest of the world what was special about the area.

Similar work has been done by the Government to tell the "New Zealand Story", giving a consistent identity to be used not just in tourism marketing but in attracting workers, businesses, and export opportunities.

The project brief said there had been several attempts during the past decade to recreate a regional story and identity, but a unified story or brand had not been widely adopted and the Love Marlborough tagline was used inconsistently.

"Further, Marlborough has undergone a period of substantial change in the past 20 years, resulting in changes to our self- perception and a rich tapestry of story strands."

As part of the Smart and Connected economic development work, the council, Marlborough Chamber of Commerce, Destination Marlborough and Marlborough Research Centre committed to work together to identify, develop and use a unified story and identity.

About 50 people from a cross-section of the community had been involved in a consultative process to identify "what makes Marlborough Marlborough", what the region's values were, what the messages were and how they made the region.

When launching the "New Zealand Story" last year, Economic Development Minister Steven Joyce said a toolkit of resources was available through, including key messages, imagery, video, music and guidelines for companies, universities and the public sector to help tell the New Zealand story as it applies to them and their business objective, with the key message describing New Zealand as "Open to the New".

Mr Joyce said the Government envisaged they would help companies gain competitive advantage by building a strong, consistent profile for New Zealand exporters in international markets.

The Marlborough Express