In the past when we have tried to brand Northland, we have talked about our unique scenery and iconic landmarks...like almost every other region in this beautiful country of ours. Northland has more to offer.
So, back in 2006, we took to the road and asked a lot of Northlander's about how they see Northland's reputation now and what they would like it to be - what they love about Northland, what they don't love and what their hopes for Northland are.
We visited and talked to people from the Bay of Islands, Russell, Kaitaia, Omapere, Ruawai, Kaikohe, Paparoa and Whangarei, from Auckland and Wellington. We talked to people on the street, business people, artists, local councilors, the police, the media, people from the health sector, and sportspeople.
Northlanders talked about our heritage, our place as the first region of New Zealand, our partnership as a people, our new ideas and our bold thinking, that Northland is a place of opportunity, possibilities and new growth.
And our spirit. There's something special about Northland. Something intangible, a feeling of belonging, a connection, to the environment and the people that are us. A sense of spirit.
We took what was said, went away, pulled it apart, pulled it back together and came back with some ideas. Well, we didn't get it right the first time, so we took it on the chin and did some more soul searching work.
The next time, we got it right.
The new brand resonates with those who know Northland. It speaks the truth and it does Northland justice.