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Lake Taupō Launches New Brand, Website and Marketing Campaign

13 August, 2010, Taupo. 

Destination Lake Taupō officially launched its new logo and brand, Great Lake Taupō today, ushering in a new era for this visitor destination.  The rebranding is an integral part of the repositioning strategy being driven by Taupō’s regional tourism organization.  The new brand was conceptualized following months of consultation and strategic planning sessions with key stakeholders and community leaders. The new identity will replace “Think Fresh”, which is the positioning and tagline that has been in place since 1998.

The challenge faced by Destination Lake Taupō during the brand strategy sessions was to find one single idea that embraces the essence of the region.  Scott Pearson, General Manager of Destination Lake Taupō, said, “positioning Lake Taupō as the ‘Great Lake’ of New Zealand and Oceania, captures Taupō’s unique selling proposition that no other district can own.”  

The other key factor with the new branding is the use of the macron over the ō in Lake Taupō. Many people, both domestic and international, pronounce the region as Towel-Po. The correct pronunciation is Toe-Paw. Adding the macron will embrace the region’s rich cultural heritage as well as respect the correct Māori spelling. 

“We are blessed with one of the best visitor destination in the country,” says Chairman of the Lake Taupō Tourism Advisory Board,, Seamus O’Sullivan.  Great Lake Taupō builds on past brand positions and delivers a simple but effective connection with the natural and built environment. 

For Tāngata whenua; the indigenous Māori community, water is essential to all life and has a mauri or spiritual life force that runs deep within. Ngāti Tūwharetoa calls Lake Taupō, “The Source of Life”. The role of kaitiaki is to act as a steward of special places including lakes, mountains, rivers and streams. The new branding embraces this position and demonstrates the peaceful and spiritual side of the Lake Taupō region.

A brand platform instead of a slogan was created to demonstrate the diversity of the region. The platform of Live 360° provides the opportunity to demonstrate Great Lake Taupō’s extremes; from the natural environment to the range of experiences. There is a definite Ying and Yang to this region. Lake Taupō provides visitors a full spectrum of activities and the freedom to explore. You can walk along the lake edge or scream at the top of your lungs bungy jumping into the Waikato River. Live 360° also reflects the great expansiveness, the complexity of the environment and seasonal changes from volcanic mountains and lush forests to snowy ski fields and thermal waters.

Coinciding with the new brand launch, all communication material for Destination Lake Taupō has been revamped. The website launched a new look and feel keeping with the brand strategy. A unique element of the GreatLakeTaupo.com website will be the 7 themed blogs written by local insiders. The blogs will feature family, hiking & walking, adventure, fishing, finer things, mountain biking and hidden gems blogs. A widespread social media campaign is hitting cyberspace including a web video campaign of how to properly pronounce Taupō. A Great Deals section on the website will also provide continuous travel incentives for visitors.

An innovative promotional video has been developed for the region which can be viewed on the GreatLakeTaupo.com website. To domestically highlight the beauty of the region a comprehensive television campaign with TV1 will commence in August featuring three destinational commercials as well as five key operator spots. 

Several launch events took place including the blessing and unveiling of new regional signage, town flags and a brand premiere event which over 200 community and tourism leaders attended.  At the event Destination Lake Taupō General Manager Scott Pearson said “This should be a stellar year for the Lake Taupō region. Our new image will help people rediscover the magnificence and grandeur that are Great Lake Taupō.”

Media Contact: Kathy Wilson – kwilson@laketauponz.com | +64 7 376 0403

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