February 8 2022
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Tourism branding a hot topic u by Andy Bryenton
Leaders of Dargaville’s tourism and hospitality sectors will meet next week to help develop a fresh brand for the town and the Kauri Coast.
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The Dargaville Community Development Board will host a roundtable discussion meeting, aiming to distil the essence of west Kaipara’s tourism appeal into an easy-to-market concept. They aim to include all the positive points about this part of New Zealand. “It’s a chance to refresh and revitalise what we present to potential visitors,” says the DCDB’s Lorraine Davidson. “We want everybody to be on board, so we can create a strong, cohesive message and really promote our strongest points.” Marketing and advertising expert Nigel Corbett, who achieved fame as a collaborator in entertainment with his brother Jeremy, will be part of the team helping to plan a strong, recognisable brand for the west Kaipara region. Input is sought from all those who promote tourism in the region, as the many factors which make up the appeal of the Kauri Coast are discussed. “The essence of our region exists in the hearts and minds of everyone who lives in Dargaville and the Kauri Coast,” says Lorraine. “The trick is to extract that essence and express it, so everyone is saying the same thing in their marketing and promotional efforts.” The completed branding concept will help west Kaipara take the best advantage of the recently published Northland Inc Tourist Management Plan. The meeting will take place on February 15, at the Seed co-working space in Foster’s Arcade, Victoria Street, Dargaville, from 4pm. Those engaged in the tourism, hospitality
p A forthcoming meeting in Dargaville seeks to develop a branding strategy, say Lorraine Davidson and Sue Curtis of the Dargaville Community Development Board
and outdoor industries are invited to come and add their ideas to the mix. This tourism push comes as several projects add to the tourist appeal of the region, and statistics come in from a summer of full campgrounds and good engagement with domestic travellers. Spots like Kai Iwi Lakes, Mangawhai and Tinopai were well patronised, and Ripiro Coast residents noted an uptick of visitor numbers on wheels, following the closure of Auckland-adjacent Muriwai beach for off-road adventures. The only dampener on summer was the decision to leave Northland in the red light
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Covid setting through until the new year, with new Omicron variant restrictions curtailing a late-summer visitor boost. However, new wharves, the construction of the Kaihu Valley Rail Trail and an ambitious DCDB-led makeover plan for central Dargaville are all set to bolster the region’s appeal for the 2022 season. For the makeover alone, Creative Northland, Tourism Northland, NorthChamber, the Kaipara District Council, NorthTec and Northland Inc are listed as strategic connections, showing the broad skills base tourism growth ventures have to draw upon. ¢
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