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.
Browsing: Projector Media
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.