Option 'A' Gets Big Tick as Hastings Brand

A decision on the new logo for Hastings opens the way for Hastings District Council to roll out a campaign to promote the district to the rest of New Zealand and the world.

Hastings Mayor Lawrence Yule says Option ‘A’ by Attn! marketing pr has been chosen as the logo for marketing collateral for the campaign.

“It reflects all the great things Hastings District has to offer – abundance, warmth, the Heretaunga Plains, beaches, rivers, wineries and a rich Maori heritage.

“The image represents the Heretaunga Plains stretching out to the coast but incorporates elements of a flax kete or food basket, the shape of a wine glass and an abstract heart. It connects to the ‘Heart of Hawke’s Bay’, a tagline market research has shown resonates with the people of Hastings.

“We are very happy we’ve got to this point and we can now start telling our story to the rest of New Zealand and boost our economy through increased tourism,” Mayor Yule says.

Extensive market research of two locally-designed options included;

• Almost 200 face-to-face interviews in Hastings, Havelock North and Flaxmere.
• Almost 200 comments on the branding webpage
• More than 900 people viewed the brand online.
• Critiques from a panel of Hastings-based marketing experts
• Interviews with key stakeholders, such as representatives of Hastings business, Maori and the tourism industry.

Around 64% of people interviewed face-to-face or who made comments via the web, who stated a preference, chose Option ‘A’. Just 17% did not like either logo.

“Most people love it but this isn’t just about which brand is most popular. We’ve found a brand that will work well as a marketing tool to bring more people to Hastings. The set of marketing material we’ve already produced looks great and we are confident it will be effective.

Attn! marketing pr Managing Director, Damon Harvey, says the idea was inspired during a bike ride up Te Mata Peak.

“I rode to the top of the peak and looked out over the Hastings District and I could see the basket or kete and all that it had to offer – the diverse colours of the landscape, the stunning natural features and the presence of a thriving community.

“This gave us the inspiration for a logo that celebrates everything Hastings offers locals and tourists alike,” Mr Harvey says.

Hastings City Marketing president Sandra Hazelhurst says her organisation is very excited about the new brand.

“Hastings has a sensational story to tell and the new Hastings brand is a great way to showcase its people, products and places. As with any brand its success will be driven through belief, energy and commitment. Hastings City Marketing is enthusiastic about partnering with other organisations to embrace and support the new brand.”

The Aim:
Designers were asked to create a brand that would:
 

• Create a visible, resonant and positive brand for Hastings, which is recognised locally and nationally.
• Promote and support attractions, facilities and features of the district.
• Recognise and celebrate the successes of the district.
• Help to make Hastings an attractive business location and encourage business investment in the district.

The form:
The chosen image represents:

• The bountiful and abundant kete (basket) of everything that grows in the district. The flax kete was used to gather kaimoana, vegetables and other food. The colours weave through each other like the seasonal colours of the Heretaunga Plains, representing a plentiful basin.
• The form is geographically similar to the district
• The arch/curve shape is of the bay – Cape Kidnappers (Maui’s fish hook) to the right and wrapping around to the ranges on the left.
• It’s shaped like the bowl of a wine glass, the cup of a hand, the heart of the region.
• It exudes warmth and welcome with a smile-like look
• The outstretched shape embraces the warmth of the sunshine
• It reflects that Hastings people are embracing and welcoming of all people

The tagline:
Market research has shown Hastings: Heart of Hawke’s Bay resonates with the people of Hastings. It was important to Council to put Hastings upfront in the tagline but make a strong connection to Hawke’s Bay as a region. Variations of Heart of Hawke’s Bay were looked at but this option provides a good base for campaigns in the future and has a warm, emotive feel.



How we’ll use it:
There will be several phases to the initial roll-out of the marketing collateral which includes the new logo, as part of a wider marketing strategy for promoting the district.

Phase one includes;

• Eight Welcome to Hastings signs
• Marketing collateral at the Hastings i-Site, such as Hastings Activity information sheets, staff shirts, pull-up banners, posters etc.
• Promotional DVD (for tradeshows, advertising at the i-Site, web-based marketing and possibly TV advertising)
• A new website www.visithastings.co.nz
• Marketing events and attractions in Hastings
• The usage of the logo and brand will be used across all marketing channels Hastings enters.

Market Research:
Extensive market research of two locally-designed options included;

• Almost 200 face-to-face interviews in Hastings, Havelock North and Flaxmere.
• Almost 200 comments on the branding webpage
• More than 900 people viewed the brand online.
• Critiques from a panel of Hastings-based marketing experts
• Interviews with key stakeholders, such as representatives of Hastings business, Maori and the tourism industry.

Results:
Around 64% of people interviewed face-to-face or who made comments via the web, who stated a preference, chose Option A.
Just 17% did not like either logo.