The Branding of Fiordland

The branding of Fiordland

Daryl Crimp

Will the All Blacks retain the World Cup?

That question will spark debate internationally, such is the brand recognition of the All Blacks. In Africa recently, I was amazed that, even in small rural villages, seemingly everyone’s face lit into a smile when I mentioned New Zealand and people spontaneously burst into chants of “All Blacks, All Blacks, All Blacks!”

The value of this level of branding to New Zealand is almost immeasurable, but it wasn’t developed haphazardly, quickly, or without commitment from many quarters and support from the whole nation.

Measuring crays - photo credit Rebecca McLeod

The mantle of promoting and protecting the unique essence of New Zealand is not the responsibility of the All Blacks alone, because we have many intrinsic symbols that epitomise our brand: the kiwi, the silver fern, Māori bone carving, and the koru. Worldwide, geographic features too can be ambassadors of a people as well as a national treasure to be revered, protected, and enhanced: Victoria Falls, the Grand Canyon, the Amazon, Mount Everest, the Galápagos Islands, Niagara Falls, and so on. In tiny New Zealand we have a giant that fits comfortably on this world stage—Fiordland.

While not as big a brand as the All Blacks, Fiordland is still recognised nationally and internationally so is huge currency for New Zealand.

But it’s value is multilayered: international and local tourism, a science resource, recreational playground, base of commercial enterprise, bastion of biodiversity, a significant wilderness area, and cultural and heritage importance.

Like the All Black brand, Fiordland needs nurturing with input from many quarters and the support of everyone. The Fiordland Marine Guardians (FMG) is the key group entrusted with managing and caring for Fiordland’s precious marine environment. They collectively represent commercial and recreational fishers, mana moana tourism interests, recreational users, marine science, conservation, and the local community, supporting the ethic of Kaitiakitanga and stewardship.

Fiordland Marine Guardians is a recognised body, formally mandated back in 2005 with the passing of legislation, the Fiordland (Te Moana Atawhenua) Marine Management Act. The group realised it needed to draw together and disseminate information about the Fiordland Marine Area (FMA), so developed a go-to-guide, Beneath the Reflections, for regular users and visitors. It provides practical information about activities permitted while travelling through the fiords, biosecurity requirements below and above deck, and recreational fishing rules and commercial regulations.

It includes a fiord-by-fiord guide, including maps andrecommended anchorage sites, to help users betterunderstand the FMA. It’s truly a great read.

An electronic version of Beneath the Reflections isavailable from the Guardians’ website FMG.org.nz. Betterstill, get a hard copy for onboard your vessel. These areissued free when you get your Clean Vessel Pass for theFMA (a requirement to operate a vessel in the FMA, visit:ES.govt.nz.)

Groper catch Sunday Cove - photo credit Fraser Wilson

Everyone who visits Fiordland has a role in protecting the brand - tread lightlyLike the All Blacks, Fiordland is a brand we can all get behind.