Kapiti Destination Brand

Eden Design was awarded the contract to carry out the development of a new Kāpiti Destination brand for the Kāpiti Coast District Council. The development of a brand for tourism marketing purposes needed to resonate with visitors and stakeholders. The brand needed to convey a powerful message about the district and motivate an increase in visitors overall as stakeholders promote the region.

The Objectives:

Undertake relevant research on the essential nature and characteristics of Kāpiti as a destination and what motivates visitors to come to the area. Use this research as the foundation for a unique Kāpiti story. Test the brand ideas with key audiences to determine the brands effectiveness, as well as testing the brand ideas with potential visitors and industry partners. Develop guidelines for the use of the brand by tourism providers, Council and its tourism contractors when marketing the district as a visitor destination.

The Idea:

Based on visitor and stakeholder research the brand promise established for visitors is an easy escape to feel refreshed and enjoy our amazing nature, new tastes and intriguing heritage. A place where lines, layers, and links define the boundary (the space between)….land and sea, flat land and hillsides, one side of the tracks and another, past and present, city and country, Kāpiti Island and the Tararua Ranges, and even the South Island and the North Island.

The Solution:

A unique outcome that won the approval from key tourism operators and organisations. Key stakeholders were involved to aid buy-in when establishing the new brand including Positively Wellington Tourism, Kapiti Coast Airport, and a range of influential local tour operators. Unique brand themes were established, with the story of Kāpiti told through consistent messages, images, language, comprehensive brand guidelines and logo.

The brand was designed to be the foundation for establishing key marketing strategies. With the support of effective strategies, over time the logo would become the symbol that represents Kāpiti as a refreshing easy-escape-to destination.