The University of Otago has rolled out a new ‘Only Otago’ campaign via Rainger & Rolfe, featuring real students sharing their experiences of student life in Dunedin.
Dunedin-based agency Brandaid and young production company ‘Two Bearded Men’ have created a new video for Enterprise Dunedin, and unlike many other videos about Dunedin, has steered well away from student life (and student revelry), focusing instead on the people and gems of the city.
In recent years, The University of Otago has been trying to move away from what it sees as the negative student stereotypes of binge drinking, couch-burning and filthy flats. Of course, those elements of the student culture tend to be quite a drawcard for many Kiwi young’uns hoping to embark on a journey of mind expansion/erosion and a major reason a large number of them fly over a range of other institutions of learning to live and learn in Dunedin. And Godfrey Hirst and Feltex carpets have embraced some those stereotypes with an experiment that aims show off the qualities of its ‘student proof carpet’.
Gigatowners trying to be crowned the winners of Chorus’ initiative to grant speedy internet to one lucky region are showing their creative sides as the competition hots up. The contest got its first meme recently with nice casting of The A-Team hero Mr T.
Town branding is a difficult nut to crack, with many attempts coming off as desperate and nigh-on dishonest. But for the past few years since launching its new gothic identity via Projector Media, Dunedin has been doing a pretty good job of it. And, as part of its new push to become ‘one of the world’s great small cities’ within ten years, the next phase of its campaign consists of showcasing some of the city’s under-the-radar business success stories.
Regional branding efforts and their associated tourism pushes often have a whiff of desperation about them. But there seems to have been a coming of age in New Zealand recently, with some solid and distinctly uncringeworthy new marketing initiatives from Wellington, Christchurch and, most recently, Dunedin, which has just launched its new brand with an outdoor and online campaign.