Click here for an online application
form to use the Clutha Country brand at your community event or in your
business' advertising. More information on different ways to use the brand is
below.
Brand
Support Application Form (PDF version)
To
visit the Clutha Country website click
here.
Clutha
Country - How to Use Your Brand Brochure
Developing the brand
In mid-2006, the Clutha District Council provided a brief to
BrandCom to establish a new district brand that would deliver:
1.
Establish a
logo consistent with a brand for the Clutha District to be used in conjunction
with:
·
signage at Clutha
District boundaries
·
a ‘living’ in
Clutha brochure
·
a ‘visiting’
Clutha brochure
·
in-stands for use
at Tradeshows
2.
The campaign
needed to be aimed equally at internal promotion as well as external. The aim
being a campaign that would promote within the district, initiating a ‘take
pride in where we live’ type of feeling.
3.
The campaign
needed to be aligned with the primary tourist hotspots of the Catlins and
Lawrence, while still being able to blend and work with Balclutha and the entire
Clutha District.
4.
Create a
tagline.
A business seminar and public meeting held in September 2006
proved to be extremely important in the development of the Clutha Country brand.
At the meeting, BrandCom asked the community two insightful questions:
·
What does a
‘sense of community’ mean?
·
And how does this
‘sense of community’ impact on people’s daily lives?
Community consultation showed that the people of the Clutha
District value its friendliness towards the world, while consultation at a
national level showed the Clutha District was considered an exceptionally
friendly and a safe place.
Many other districts have chosen to emphasise a landscape
feature in branding their areas. But in Clutha’s case, where the landscape is so
diverse, this was not an option. Public feedback was about helping a tourist who
was lost, waving at each other, people getting ‘stuck in’, helping each other
out – these stories were about the people.
Saying hello – the outcome
Clutha Country’s tagline – where everyone says hello – is a
reflection of the sense of the community, and the down-to-earth, easy-going
nature of the people that live here.
Clutha could well be the last remaining district in New
Zealand where people not only say hello to each other on a daily basis, but wave
at strangers and passing visitors, who can’t help but ‘wave back’. By
highlighting this core value of the community now, we may have been just in time
to keep this alive at least for the next 20-30 years, possibly longer.
Inherent in the brand is the ability to physically
communicate it. This is very rare and usually difficult to achieve.
How to use the brand
This brand is not ours; it’s yours, a symbol of how you see
yourself and a way to sell yourself to the world. Embrace your identity, use
this brand to your advantage and make it come to life. It is after all what
makes you unique.
1. Clutha Country website
(www.CluthaCountry.co.nz)
The Clutha Country website contains information for visitors
and people considering moving to the district, as well as information about
upcoming community events. People can also upload their very own ‘hello’ photos
to be displayed on the website – this has been a hugely popular and successful
feature of the website to date.
Already, dozens of local schoolchildren, businesses and
residents have submitted fantastic photos, poems and stories about what makes
Clutha Country such a fantastic place to live.
Schools can
also develop their own art or photographic competitions of people waving and
then upload onto the website. Schools could even challenge other schools in the
district to do the same, and teachers could discuss what makes Clutha Country so
unique!
Another feature of the website is an interactive map
highlighting various tourist routes throughout the district. The website
has been designed to be dynamic and representative of the district; it will
continue to be an interactive portal for the community.
2.
Clutha Country email signatures
Many of
you will send dozens of emails every week both to locals and to people
throughout the world. Adding a Clutha Country signature to your emails is
perhaps the easiest way to let people know where we’re from and what we’re all
about.
Many
locals are already stamping their Clutha Country mark on email inboxes
throughout the world with the simple signature below:
www.CluthaCountry.co.nz ~ where everyone
says hello
The signature
has a direct link to the Clutha Country website, so recipients can see more of
this great part of the world with the simple click of a button! To use the email
signature, please contact Council by emailing
help.desk@cluthadc.govt.nz.
3.
Clutha Country in advertising etc
Local
businesses and tourist operators can use the campaign to lay claim to being part
of Clutha Country in their print advertising and letterheads.
For example a
Bed and Breakfast, in creating a brochure to advertise their accommodation, can
incorporate images of people waving. This would be instantly recognisable as
part of the campaign, and they can also use the Clutha Country logo.
Naturally,
there are some guidelines in place to ensure the brand is used correctly and any
designs have to be ‘signed off’ by either the Clutha District Council or
Development House.
4.
Clutha Country banners
The banners and stand are available on a ‘first come, first
served’ basis for local schools, businesses and organisations wanting to
showcase the district to visitors and locals alike. Subject to availability, the
banners and stand are available free of charge by contacting Council on 03 419
0200. They can also be viewed on the Clutha District Council website –
www.cluthadc.govt.nz
Groups such as Positively Clutha Women (Rural Women’s Week),
Balclutha Rotary, and local schools have made use of the banners and pop-up
stand to add a friendly Clutha Country flavour to their events.
5.
Clutha Country merchandise
Merchandise is also
available free of charge for approved conferences, functions, reunions, interest
groups etc. Please see the brand support application attached to this document.
More information is available at
www.cluthadc.govt.nz