City joins country in grand brand embrace

Last updated 13:15 07/02/2014
Southland Times photo
NICOLE SHARP/Fairfax NZ

One of the new state highway district signs, which portray the Rural City Living theme through the Gumboots and Dinner Jackets campaign.

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The joys of the rural lifestyle and the amenities of city living have been combined to form a brand to promote the Gore District and build community pride.

The brand, Rural City Living, was launched in front of more than 120 people at a function at the Thomas Green last night.

It is the first time the district has had a brand.

While the brand was being unveiled, council contractors were putting up 90 street flags in Gore and Mataura, and boundary signs at the state highway entrances to the district, to further promote the concept.

The launch was timed to coincide with two events epitomising the Rural City Living brand - the Southern Field Days, being held next week, and an exhibition of contemporary Chinese art.

Gore District mayor Tracy Hicks said the brand, which features stacked letters rather than traditional visual interpretations of hills and rivers, perfectly captured what the district was all about.

"We are a rural area with a lifestyle to match but have facilities and events you would expect to find in a city."

The brand would be an ideal way to promote economic development and bring cohesion to the marketing of the area's events, services and attractions, he said.

"I am really excited about the possibilities this branding opportunity provides for both business operators and community organisations alike to market themselves, and the district, locally and nationally.

Gore District Council chief executive Stephen Parry said the rebranding of the council, in line with the district's new brand, was a logical move.

"Everything we do as a community and at the council epitomises quality and innovation. The brand supports that attitude."

The development of the brand and logos by Dry Crust Communications, from concepts provided by the council, cost about $15,000.

While the brand would be free to businesses and organisations to use, quality and consistency were vital and the council was developing brand guidelines and a toolkit for anyone who wanted to become brand partners, Mr Parry said.

Roll out of the brand over all of the council's services and activities would be staged, Mr Parry said.

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