City branding campaign catches on

Dunedin residents appear to have got behind the city's new branding campaign, providing 316 photographs, 84 stories and 17 videos, which will now be used to promote the city.

Dunedin City Council chief executive Jim Harland said yesterday he was delighted so many people had provided "personal, creative and funny stories" for the campaign.

In July, the council announced its new branding campaign to replace the "I am Dunedin" and earlier "Dunedin, It's all right here" campaigns.

Residents were asked to tell their stories about why they lived in the city, and why it was special to them.

Those stories were collected on a website called Insiders Dunedin.

The $500,000 campaign will have no logo, and no slogan; instead, Brand Dunedin involves a relationship between the council and brand partners the University of Otago: the Otago Polytechnic; Tourism Dunedin; Allied Press; Dunedin Venues Management Ltd; the Otago Chamber of Commerce and the Otago Southland Employers Association.

Mr Harland said the stories, photographs and videos would be invaluable to the campaign.

They would go to creative agencies hired for the work, and end up on billboards in Auckland, Wellington, Christchurch and Dunedin, as well as in radio advertisements and other media.

The partners would also use the material in their promotions.

The overall winner of the Insiders Dunedin photo, video and story competition, announced today at a 7am ceremony at the Speight's Ale House, was Daniel Hunter, who won a Canon 5D Mark II camera.

Ten runners-up - James Blake, Lindsey Davidson, Lucy Gibson, Steve August, Jason Anson, Peter Harris, Amanda Rogers, Sarah Dickson-Johansen, Emily HG and Trevor Lewis - won Flip video cameras.

 

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