DEVELOPING A CUSTOMER-CENTRIC BRAND DIRECTION · BRAND DEVELOPMENT THE CHALLENGE 2. TRA 2016. WHO...

DEVELOPING A CUSTOMER-CENTRIC BRAND DIRECTION FOR TAIRĀWHITI : GISBORNE

AIR NEW ZEALAND AND THE GISBORNE REGION

JULY 2016

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Appendix 1

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THE CHALLENGETAIRĀWHITI : GISBORNE IS A REGION WITH A LONGSTANDING HISTORY, A PASSIONATE COMMUNITY AND A VISION FOR WHAT IT COULD BE IN THE FUTURE.

An opportunity exists to reinvigorate Tairāwhiti : Gisborne as a region and as a brand by positioning it as a unique, inspiring and special part of Aotearoa New Zealand.

This will ultimately work to drive visitation and GDP for the region.

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16TAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

2THE CHALLENGE

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WHO WE SPOKE TO

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We conducted 4 x 1.5-hour focus groups sessions as well as private video response sessions with two core target audiences

HAVE VISITED TAIRĀWHITI : GISBORNE HAVE NOT VISITED TAIRĀWHITI : GISBORNE

WHO WE SPOKE TOTAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

YOUNG ADVENTURE SEEKERS

CULTURAL EXPLORERS

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AGENDA

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01UNDERSTANDING OUR CORE AUDIENCE

02CURRENT PERCEPTIONS OF TAIRĀWHITI: GISBORNE

03DEVELOPING A NEW TAIRĀWHITI: GISBORNE BRAND PROPOSITION

04ACTIVATION OPPORTUNITIES

05BRINGING IT ALL TOGETHER

AGENDATAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

01Understanding our core target audience

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501 UNDERSTANDING OUR CORE TARGET AUDIENCE

TAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

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WE NEED TO CONSIDER HOW PEOPLE THINK, BEHAVE AND ENGAGE WITH TRAVEL AND TOURISM

CURRENT SOCIAL AND CULTURAL TRENDS AND THEMES

THE LARGER TRAVELLING

CONTEXT

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This is largely informed by:



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EXPERIENTIALISM IS AN UNDENIABLE DRIVER FOR YOUNG ADVENTURE SEEKERS. From their perspective you are the sum of your experiences, and in a post- consumerist society, value is placed on what you know, create, learn, share and do.



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16801 UNDERSTANDING OUR CORE

TARGET AUDIENCETAIRĀWHITI: GISBORNE BRAND DEVELOPMENT TRAVEL

REPRESENTS THE PERFECT EXPRESSION OF THIS DRIVE FOR EXPERIENTIALISMFor Young Adventure Seekers travel is one of the few things they are willing to spend money on. They highly value the memories, friendships and unique worldview that come from travel.

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16901 UNDERSTANDING OUR CORE

TARGET AUDIENCETAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

TO CULTURAL EXPLORERS TRAVEL REPRESENTS AN OPPORTUNITY TO REINVIGORATE, RE-ENERGISE AND RE-INSPIRE ONESELF.They recognise New Zealand as a truly beautiful country and have a deep connection with it. They view living in New Zealand as a privilege and take pride in the extensiveness with which they have explored it.

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BOTH GROUPS ARE LOOKING FOR MEANINGFUL EXPERIENCESThis is particularly true in a time when New Zealand travellers are often looking to avoid traditional tourist ‘hot spots’ that they see as becoming over commercialised, ‘tacky’ and saturated.



IMPLICATION

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TAIRĀWHITI: GISBORNE HAS A LOT TO OFFER



IMPLICATION

02Current perceptions of Tairāwhiti : Gisborne

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1202 CURRENT PERCEPTIONS OF TAIRĀWHITI : GISBORNE


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VIEWING TAIRĀWHITI : GISBORNE AS A BRAND

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Brands exist as mental constructs in people’s minds and only grow when they own top of mindedness in their category, have a distinctive set of brand assets, and trigger an emotional response.



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WE ASSESS AND DEVELOP BRAND ACROSS THREE KEY CRITERIA:

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A ‘FIT’ WITH CONSUMERS’ VALUES AND IDENTITY

How well does Tairāwhiti : Gisborne match the values and identities of its current and potential visitors?

A SENSE OF ENERGY

Does Tairāwhiti: Gisborne trigger a positive emotive response and have a sense of momentum?

CLARITY OVER ITS REASON FOR BEING

Is Tairāwhiti : Gisborne a brand that really stands for something?



Fit

Energy

Clarity

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HOW DOES TAIRĀWHITI: GISBORNE CURRENTLY PERFORM?

WHY IS TAIRĀWHITI : GISBORNE SEEN LIKE THIS?

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A ‘FIT’ WITH CONSUMERS’ VALUES AND IDENTITY

A SENSE OF ENERGY

CLARITY OVER ITS REASON FOR BEING

Fit

Energy

Clarity

Tairāwhiti : Gisborne provides the “real” experiences people are seeking.But for too many people Tairāwhiti : Gisborne is not seen as a desirable travel destination. Much of this was driven in part to little awareness of the region beyond Gisborne itself.

Largely seen as a region that lacks any sense of positive momentum, potentially a bit static.As a region it struggles to engender any real emotive response.

Tairāwhiti : Gisborne struggles to find clarity with past or future visitors as it lacks any real top of mindedness. There is no “one thing”, “attribute” or “idea” that resonates strongly with people and serves as an anchor for the region.

LOW HIGH



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TAIRĀWHITI : GISBORNETAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

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BECAUSE OF A LACK OF FIT, ENERGY AND CLARITY, PEOPLE DO NOT HAVE A STRONG CONNECTION TO THE REGION

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ZERO AWARENESSDEPT

H OF

AW

AREN

ESS

CONNECTION TO TAIRĀWHITI: GISBORNE

A REAL CONNECTION

THIS IS WHERE WE ARE CURRENTLY OPERATING FOR MANY



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AND WHEN PERCEPTIONS ARE PRESENT, THEY ARE MIXED

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RESTRAINTS

FUNCTIONAL

RemoteUnderdevelopedNot refinedPoor foodPoor accommodation

EMOTIONAL

Safety Too hard Too raw

Uncomfortable Not desirable



DRIVERS

FUNCTIONAL

CultureRhythm and VinesBeachesLandscapesAgricultureWineSurfingFirst to see the sunrise

EMOTIONAL

RemoteLand and SeaUndiscovered

“First”

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FOR TOO MANY PEOPLE TAIRĀWHITI: GISBORNE LACKS ANY REAL AND STRONG TOP OF MIND ASSOCIATIONS For many Tairāwhiti : Gisborne is nothing more than a region of New Zealand.

Something that is defined by its distance.

We need a big idea to hang our hat on and tie everything together.



IMPLICATION

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TAIRĀWHITI : GISBORNETAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

03Developing a new Tairāwhiti: Gisborne brand proposition

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2103 DEVELOPING A NEW TAIRĀWHITI : GISBORNE BRAND PROPOSITION


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TAIRĀWHITI: GISBORNE IS ORIGINAL GOES SOME WAY TO ADDRESSING THESE CRITERIA

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Fit

Energy

Clarity

» Appeals given people’s desire for ‘real’ travel experiences in a changing landscape.

» Connection for many to the regions historical and cultural significance.

» Resonates emotively.

» Lacking a sense of momentum.

» Too ubiquitous with other regions of New Zealand.

» Too ambiguous.

» What does ‘original’ mean?


LOW HIGH


Tairāwhiti/Gisborne is ORIGINALBy ORIGINAL we mean AUTHENTIC, UNIQUE, THE REAL DEAL. A region that still retains it’s NATURALNESS and RAWNESS. It is WARM and FRIENDLY and UNSPOILT. Still a bit of a NEW FRONTIER if you have a SENSE OF ADVENTURE or just want to relax with sun and great scenery in an uncrowded pristine setting.

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LANGUAGE AND ASSOCIATION TO TAIRĀWHITI: GISBORNE IS IMPORTANT

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Strong WeakAuthentic

Unique

Unspoilt

Sense of adventure

Warm (True to all of NZ but important to help overcome negative associations and emotive barriers to the region)

Friendly (True to all of NZ but important to help overcome negative associations and emotive barriers to the region)

Original (as it currently is, too ambiguous)

Naturalness

Rawness

The Real Deal

New Frontier

ASSOCIATION TO TAIRĀWHITI: GISBORNE

ASSOCIATION TO TAIRĀWHITI: GISBORNE



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TAIRĀWHITI / GISBORNE IS ORIGINAL IS A GOOD START, BUT IT’S STILL MISSING A KEY THREADThe ‘Original’ positioning is almost there; it is just lacking one big idea in order for people to truly resonate and connect with the brand and drive the behaviour we desire.

What could work?



IMPLICATION

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TAIRĀWHITI / GISBORNE: THE FIRST LIGHTTairāwhiti: Gisborne is a region of firsts, the first in the world to see the sun rise and the first landing place for Maori and Pakeha upon arriving on New Zealand's shores. Tairāwhiti: Gisborne is an authentic, unique and unspoilt part of the country. It attracts those seeking an original experience, those with a sense of adventure.

TAIRĀWHITI: GISBORNE IS SPECIAL

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WHY IS THIS SO POWERFUL?THE FIRST LIGHT positioning represents the thread that ties all the compelling ideas of the ‘Original’ position together.

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Fit

Energy

Clarity

Societal pressure to live unique and ‘real’ lives delivered via ‘original’ experiences.

Tairāwhiti : Gisborne is well positioned to appeal to those with a ‘sense of adventure.’

LIGHT speaks to energy, warmth and life.

FIRST ties to the rich cultural and historical significance of the region and peoples desire for unique and authentic experiences.

It makes sense to people.

The positioning adds an emotive layer while anchoring the region in people’s mind.

IT IS TRUTHFUL AND AUTHENTIC

IT BUILDS ON EXISTING FUNCTIONAL ASSOCIATIONS

IT IS HIGHLY EMOTIVE


LOW HIGH


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THE FIRST LIGHT POSITIONING REPRESENTS THE BIG IDEA PEOPLE WERE LOOKING FORTHE FIRST LIGHT has the ability to be “the big thing” that truly makes Tairāwhiti : Gisborne stand out.

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Uniqueness and distinctiveness.

Something to stand for in the minds of New Zealanders. Something we can own.

A sense of specialness.


THE FIRST LIGHT GIVES TAIRĀWHITI: GISBORNE…


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THE DIVERSITY OF TAIRĀWHITI:GISBORNE MEANS IT IS ABLE TO DELIVER TO THE FIRST LIGHT AT NUMEROUS LEVELS

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It is important that executional elements (at an activity and messaging level) all ladder back to the core positioning.

For Tairāwhiti: Gisborne, specific activities can be grouped within 4 key pillars, which all ladder back and support the core position.



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AT A HIGH LEVEL TAIRĀWHITI : GISBORNE DELIVERS TO BOTH KEY AUDIENCES

THE CORE POSITION THE FIRST LIGHT

AdventureExcitementInteraction

ParticipationActivity

PeopleHistory

LifestyleArts

Food & Wine

EscapeRefreshing

Unwind

NewnessUnknownDiscovery

Energy

THE FOUR KEY PILLARS PEOPLE ARE SEEKING FROM

A TAIRĀWHITI:GISBORNE EXPERIENCE.

IT IS IMPORTANT THAT EACH STAGE FLOWS INTO AND SUPPORTS THE OTHER. CAN BE DERIVED AS TOP DOWN OR BOTTOM UP.

THE THEMES AND EXPERIENCES PEOPLE ARE

SEEKING THAT FALL UNDER THE 4 KEY PILLARS

» Newness

» Unknown

» Discovery

» Energy


ExploreCulture Experience Relax

31TAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

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RERE ROCK SLIDE AND FALLS

EAST CAPE LIGHTHOUSE

KAIAUA BEACH HORSE RACES

DIVE TATAPOURI: FEED THE STINGRAYS

STEAM TRAIN (CHARDONNAY EXPRESS)

MT HIKURANGI

WALKS, CYCLING,

FISHING

THERE WAS A LOT OF OVERLAP ACROSS BOTH YOUNG AND OLD TRAVELLERS

NATIONAL HISTORIC RESERVES

FESTIVALS – Rhythm & Vines, – Wine and Food and Food

Week Festivals

MAORI CULTURE – Marae visits – Te Ha – Tairāwhiti

Navigations project

BEACH AND WATER (SURFING)

ACCOMMODATION

FOOD AND WINE


ADVENTUREEXCITEMENTINTERACTIONPARTICIPATIONACTIVITY

PEOPLEHISTORYLIFESTYLEARTSFOOD & WINE

ESCAPEREFRESHINGUNWIND

NEWNESSUNKNOWNDISCOVERYENERGY

Culture Experience Relax Explore

THE FIRST LIGHT32TAIRĀWHITI: GISBORNE

BRAND DEVELOPMENT

05Bringing it all together

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3305 BRINGING IT ALL TOGETHERTAIRĀWHITI: GISBORNE BRAND DEVELOPMENT

TRA CREDENTIALS THE HOW©

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WE HAVE THE CHANCE TO REALLY CHANGE TAIRĀWHITI : GISBORNE FOR THE BETTER

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BRAND DEVELOPMENT


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AIR NEW ZEALAND HAS A JOB TO DO TO DRIVE AWARENESS OF THE ‘EASE OF GETTING THERE’

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BRAND DEVELOPMENT

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