Destination Queenstown (DQ) has today unveiled an exciting new brand identity for the Queenstown region, following two years of extensive research and creative development.
The new brand has been born from a rich story about Queenstown and embodies the essence of the region and the experience visitors can expect.
Initial research began in late 2013 to review Queenstown’s brand health, reputation and position. This included assessing the motivations and needs of Queenstown’s visitor market to ensure the Queenstown brand aligned and represented the positive tangible and emotive values associated with Queenstown.
The extensive research was distilled down to four main brand pillars which are the foundation of the brand and represent the sense of escape for visitors by coming to Queenstown, the majestic landscapes, theopenness and warm welcome extended to visitors and the unique and vibrant energy of this place.
“It’s really rewarding to see the research, planning and creative journey all come to fruition,” says Lisa Nilsen, DQ Marketing Manager, who led the project. “The visual change is certainly a significant one, and it strongly represents the energy and vibrancy people experience when they spend time in Queenstown. I’m really excited to see the new brand used to define our region and inspire people to want to create their own memories of Queenstown.”
An evolved tagline also features in the new brand story, which invites audiences to ‘feel the inspiration.’
Following today’s announcement the full story behind the new brand and logo will be presented at Destination Queenstown’s AGM in September and rolled out over the next 12 months across all collateral and online environments. Brand assets and guidelines will shortly be shared with Destination Queenstown Members, partners and stakeholders.
Destination Queenstown CEO, Graham Budd, believes the new tourism brand will be a strong platform from which to further build on the organisation’s vision of positioning Queenstown as the Southern Hemisphere’s premier four season lake and alpine resort.
“As an organisation we’re celebrating 30 years of promoting New Zealand’s premier four-season destination this year, so this is a really fitting time to be revitalising the positioning and identity of the region,” says Mr Budd.
“The new brand really reflects the vibrancy and energy of our region and is very distinctive. The project has been a huge team effort, and I’d particularly like to thank our local and national tourism stakeholders who took part in some of our early research, those who helped with feedback during the design process and our agency Feast Creative. I hope our businesses and wider community are as proud of this evolution as we are.”
Extensive research was conducted to inform the brand redevelopment process, including a full review of regional tourism data and trends, market segmentation interviews and modelling, in-depth consumer and stakeholder interviews and a review of Queenstown’s competitive position. The total cost of the research, related directly to the brand development, was $24,000.
Around $35,000 has been invested in the creative development and design process of the brand.
The new visual identity will be available for use by DQ members from late September.