Hawke's Bay slogan hits the spot

BY BERNARD CARPINTER

For once, a new regional slogan is receiving a warm reception.

Usually the announcement of a new slogan for a city or district is received with scepticism or antagonism, as was the case with Hastings' rapidly abandoned Salt of the Earth.

However, Venture Hawke's Bay's Everything Under the Sun – to promote family tourism to the region during summer – is being applauded.

Hastings Motel Association president Paul Cropper thought it was a good idea and well timed, with the Christmas holidays approaching.

"I think we need a slogan and that's a good slogan," he said. "It's for outside visitors and they're the ones who don't get the sun."

Another motelier said the new slogan worked better for families than the existing Hawke's Bay Wine Country branding because parents with young children were unlikely to visit wineries for tastings.

Hawke's Bay Wine Country Tourism Association executive officer Megan Harris agreed that the new slogan worked better for families, but it was not replacing the Wine Country branding.

The two worked well together, especially as much of the Wine Country material used art deco images of the sun, Ms Harris said.

Venture Hawke's Bay general manager Janet Takarangi said Everything Under the Sun worked both figuratively and literally. "If it's a bright sunny day, it works literally, but if it's raining, it works figuratively because there's still a lot to do in Hawke's Bay.

"It came out of brainstorming between our staff and the AdPlus agency – I'm not sure who was the bright spark who came up with it."

The slogan features in a television advertising campaign which began on Sunday. The whole campaign – including the advertisements – was costing $200,000 but it was not possible to put a figure on the development of the slogan, Ms Takarangi said.

Hastings Mayor Lawrence Yule supported the new slogan.

"We are one of the sunniest regions in New Zealand, and we are a family destination," he said.

In 2007 Hastings District Council shelled out $39,000 on consultants to come up with the slogan Hastings – Salt of the Earth, only to drop it after it was widely ridiculed.

"There's been work going on behind the scenes and there should be an announcement [about a new slogan for Hastings] in the next few weeks," Mr Yule said.

SIGNS OF THE TIMES

Past and present slogans used to promote some Kiwi destinations:

* Dannevirke: Take a liking to a Viking.

*Friendly Feilding.

* Manawatu: Young heart, easy living.

* Foxton: The fox town of New Zealand.

* Auckland: The Big Little City.

* Stop and taste Te Puke.

* South Waikato: More than you expect.

* Tauranga: Simply superb.

* Dunedin: It's all right here.

* Hamilton: City of the Future.

* Absolutely Positively Wellington.

- © Fairfax NZ News