Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council

Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Regional Brand

                                                                                           The stories of New Zealand
VERSION 3.0 / 2019

                       VERSION 3.0 / 2019   Regional Brand Toolkit   The stories of New Zealand
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Welcome to the third edition
of the Regional Brand Toolkit

At Air New Zealand        I’m pleased to share with you the revised version
                          of the Regional Brand Toolkit featuring a number
our core purpose
                          of updates to regions which have undergone a
is to supercharge         brand refresh, or which have made substantial
New Zealand’s success     changes to their brand proposition, positioning or
right across our great    direction over the last year.
country – socially,
                          We play a key role in stimulating visitor demand,
environmentally and
                          growing visitation to New Zealand year-round
economically. This is     and encouraging visitors to travel throughout the
about making a positive   country. It’s therefore important we communicate

                                                                                   AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
impact, creating          each region’s brand consistently across all our
sustainable growth        communications channels.
and contributing
                          This toolkit has proven to be a valuable tool for
to the success of         Air New Zealand’s marketing teams, providing
New Zealand’s goals.      inspiring content and imagery which we use to
                          highlight all the regions which make our beautiful
                          country exceptional.

                          We’re committed to showcasing the diversity of
                          our regions and helping to share each region’s
                          unique story. And we believe we’re well placed
                          to do this through our international schedule
                          timed to connect visitors onto our network of
                          20 domestic destinations.

                          Thank you to the Regional Tourism Organisations
                          for the content you have provided and for the
                          ongoing work you’re doing to develop strong and
                          distinctive brands for your regions.

                          Christopher Luxon
                          Chief Executive Officer

Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
International Marketing
                                           Alliances (IMAs)                                             Regions
                                                                                                                                                                                                          – 04

                                               North Island IMAS          South Island IMAS                                       North Island                                          WRE

                                            Northland & Auckland          Nelson Tasman &                                                                                                                             The Coromandel
                                           – Northland                    Marlborough                                                                           Auckland                                                          – 16
                                           – Auckland                     – Nelson Tasman                                                                         – 10
                                                                          – Marlborough                                                                                                       AKL                           Bay of Plenty
                                                                                                                                                                 Waikato                                                          – 28
                                               Thermal Explorer Highway                                                                                                                                                                         Rotorua
                                                                                                                                                                   – 22                             HLZ
                                                                                                                                                                                                                                                 – 34
                                               & Volcanic Loop            Canterbury & West Coast                                                                                                               TRG
                                               – Hamilton/Waikato         – Christchurch & Canterbury
                                                                                                                                                                   – 40
                                               – Rotorua                  – West Coast                                                                                                                                ROT
                                               – Taupo-                   – Kaikoura                                                                                                                                                            – 58

                                                                                                                                                                                                                                                              AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
                                                                                                                                                                                                                 TUO                 GIS
                                                                                                                                                                   – 52
                                               – Ruapehu                                                                                                                           NPL

                                                                          Southern Lakes                                                                                                                                           Hawke's Bay
                                                                                                                                                                 Ruapehu                                                    NPE

                                               Pacific Coast Highway      – Wanaka                                                                                 – 46                                                                  – 64
                                               – The Coromandel           – Queenstown
                                                                                                                                  Nelson Tasman                            Whanganui                                               Palmerston North
                                               – Bay of Plenty            – Fiordland
                                                                                                                                          – 106                                  – 70                                                 Manawatu
                                               – Hawke's Bay                                                                                                               NSN                                                             – 76
                                               – Tairāwhiti Gisborne      Pure Southern Land                                        Marlborough                                  BHE                                  Wairarapa
                                                                          – Dunedin                                                        – 94                                                                             – 82
                                               Western North Island       – Southland
                                                                                                                                                                                                            – 88
                                               – Whanganui                – Waitaki                                  West Coast                           HKK

                                                                                                                          – 124
                                               – Taranaki                 – Clutha
                                                                                                                                                                                              – 100
                                               – Manawatu                                                     Wanaka                                                 CHC

                                                                                                                  – 136                                                           Christchurch & Canterbury
                                                                                                                                                                                                          – 112
                                               Wellington & Wairarapa                                   Queenstown
                                               – Wellington                                               – 142                                                    – 118
                                               – Wairarapa                                                                                                                       Mackenzie Region
                                                                                                        Fiordland                   ZQN
                                                                                                                                                            Waitaki (Oamaru)
                                                                                                                                                                                              – 130
                                                                                                          – 148
                                                                                                                                                                    – 154
                                                                                                                                                                Central Otago
                                                                                                                                                                   – 160
                                                                                                           Southland                               Dunedin
                                                                                                             – 178                                   – 166
                                                                                                                                                  – 172
                                                                                                                                                                            South Island

                                                                                                              Air New Zealand Airport

                                           2                                                                                                                                                                                                              3
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                         AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                           Highlights                                                                           Fast Facts                             Pillars

                                           Spectacular yet diverse                   Top 10 key experiences
                                           coastlines, marine                        1. Ma-ori culture & history
                                           reserves, kauri forests,                  Visit New Zealand’s most important
                                                                                     historic site, the Waitangi Treaty and
                                           and two oceans that collide               Te Kōngahu Museum of Waitangi.
                                           make Northland – New                      2. Kauri forests
                                           Zealand’s northernmost                    Walk among ancient kauri forests
                                           subtropical region – an                   – home of Tāne Mahuta, the largest
                                                                                     kauri known to stand today.
                                           unmissable destination.
                                                                                     3. Top of New Zealand
                                           North of Auckland, Northland’s longer     See the Pacific Ocean and Tasman
                                           summers and milder winters attract        Sea collide at Cape Reinga, the

                                           thousands of visitors year-round.         northernmost point of New Zealand.

                                                                                                                                                                                                                                                                                REGION – NORTHLAND, NORTH ISLAND
                                           Not only is Northland beautiful, it’s
                                           also a place of deep cultural and
                                                                                     4. Bay of Islands                                                                  1                                               2
                                                                                     A range of marine activities and
                                           historical significance, where New        adventures await in the Bay of Islands.
                                           Zealand’s two peoples came together,                                                                                        Ancient Living Forests                          Contrasting Coastlines
                                           Māori and Pakeha. The east coast          5. Subtropical diving
                                           dominated by sparkling harbours,          Spend a day at the Poor Knights
                                                                                                                                                                       Explore ancient kauri forests, walk amongst     Journey the sheltered coves and harbours
                                           long stunning stretches of white
                                           sand beach and sheltered bays
                                                                                     Islands Marine Reserve, enter Riko
                                                                                     Riko (the world’s largest sea cave) or
                                                                                                                                •   Website:                           living giants.                                  of the east coast; gather kaimoana, dive,
                                                                                                                                                                                              swim, sail, snorkel or surf. Experience the wild
                                           contrasts with the rugged, soulful        dive one of the many wreck dives.
                                                                                                                                                                                                                       west coast; shipwrecks, the solitude of empty
                                           and unspoiled coastline of the west
                                           coast. The Bay of Islands is an aquatic
                                                                                     6. Hokianga Harbour                        •   Air New Zealand Airports:                                                          beaches, and salt spray on your face.
                                                                                     More than 1,000 years ago the great            Kerikeri Airport, Bay of Islands
                                           mecca, and the Poor Knights off the
                                                                                     explorer Kupe arrived in New Zealand.          Whangarei Airport
                                           Tutukaka Coast has been rated by
                                                                                     The Hokianga was one of the first
                                           dive expert Jacques Cousteau as one
                                                                                     points of Māori and European contact,
                                           of the top-ten dive sites in the world.
                                                                                     and is an area of cultural significance.
                                           In a region with some of New
                                           Zealand’s most recognised visitor         7. Hikes & walking trails
                                           icons and attractions, Northland also     Explore Northland by foot on the
                                           has lesser travelled roads that are       many walking tracks and trails, all with
                                           equally worth a visit. Get off the main   views that will take your breath away.
                                           route and enjoy Northland’s road-         8. Sandboarding
                                           based Byway Journeys for people           Sandboard down the giant dunes
                                           wanting to discover our hidden gems.      in the Hokianga, or further north at
                                           The Pou Herenga Tai Twin Coast            Te Paki, overlooking 90 Mile Beach.
                                           Cycle Trail is another way to journey     9. Idyllic waterfalls
                                           through Northland. Enjoy diverse and      Be captivated by the picturesque
                                           stunning scenery with magnificent         Whangārei Falls (Otuihau) and
                                           views, native bush, suspension
                                           bridges, waterfalls, beautiful
                                                                                     Rainbow Falls in Kerikeri.                                                         3                                               4
                                           streams, lakes, estuaries, harbours,      10. Markets
                                           boardwalks, disused train corridors       Northland is a market-lovers dream                                                Northern Subtropical Pathway                    Māori Living Today
                                           and tunnels.                              with weekend markets showcasing
                                                                                     fresh locally-grown produce, artisan
                                                                                     foods, craft beverages, and arts           Region Logo:                           Journey to New Zealand's northern-most          Discover Kupe, the first of the Polynesian
                                                                                     and crafts.                                                                       point where oceans collide and spirits depart   Explorers and encounter Māori lifestyles of today.
                                                                                                                                                                       for home.

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Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                           Hero                                                                                 Key
                                           Images                                                                               Events

                                                                                                                                Waipu Highland Games                    Te Houtaewa Challenge,
                                            1.                                 1      Maia                                      January                                 90 Mile Beach Run
                                                                                      Credit: Sara Orme                         One of the most iconic events in all    April
                                                                                                                                of Northland and the largest Highland   The world’s only ultramarathon run
                                                                              2       Paddleboarder, Poor Knights               Games in New Zealand.                   entirely on the beach, honouring the
                                                                                      Credit: David Kirkland                                                            Māori legend of the great athlete
                                                                                                                                Nga-puhi Festival                       Te Houtaewa.
                                                                              3       Hokianga wharf couple
                                                                                      Credit: David Kirkland                    Hosted by Te Rōnangā Ā Iwi O            Tutukaka Winter Festival
                                                                                                                                Ngāpuhi, the Ngāpuhi Festival           August – September
                                                                              4       Tāne Mahuta                               is Northland’s largest free             From the iconic Polar Bear Surf
                                                                                      Credit: David Kirkland                    entertainment, food, arts, crafts and   Classic, the Ping Pong prize fight,
                                                                                                                                community event.                        fishing competitions for kids and
                                                                              5       Te Paki Coastal Track

                                                                                                                                                                        adults, stand up paddle-boarding and
                                                                                      Credit: David Kirkland                    Waitangi Day                            a raft race to New Zealand’s toughest

                                                                                                                                                                                                                    REGION – NORTHLAND, NORTH ISLAND
                                                                                                                                February                                open ocean downwind paddling event
                                                                              6       Cape Reinga, where two                    New Zealand’s national day.             and Boutique Beer Festival.
                                            2.                     3.                 oceans collide                            Celebrating the first signing of
                                                                                      Credit: David Kirkland                    the Treaty of Waitangi. Ceremony,       Bay of Islands Walking Weekend
                                                                                                                                music, culture and activities for the   October
                                                                                                                                whole family.                           Over two and a half days there are
                                                                                                                                                                        22 walks to choose from, all walks
                                                                                                                                Northland Agriculture                   leave from Russell.
                                                                                                                                Field Days
                                                                                                                                March                                   Coastal Classic Annual Yacht Race
                                                                                                                                The second largest agricultural         Auckland – Russell
                                                                                                                                event in New Zealand taking place       October
                                                                                                                                in Dargaville.                          New Zealand’s premier fleet
                                                                                                                                                                        yacht race.
                                            4.                          5.


                                                                             The images displayed above are available for
                                                                             download through Helium – please ensure that
                                                                             you use the correct credits. Additional regional
                                                                             images are available on request.

                                           8                                                                                                                                                                    9
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                      AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                           Highlights                                                                            Fast Facts                     Pillars

                                           Auckland, New Zealand’s                      Top 10 key experiences
                                           largest city, is naturally                   1. Climb a volcano
                                           beautiful and a place of                     Take in the stunning panoramic views
                                                                                        from some of 48 volcanic cones.
                                           exciting contrast and
                                                                                        2. Escape to an island
                                           endless adventures.                          A huge range of experiences for
                                                                                        nature lovers, water babies, thrill
                                           Home to 1.5 million people, Auckland         seekers and wine connoisseurs.
                                           is a melting pot of rich diversity. In the
                                           heart of the city, you’ll find yourself      3. Get out on the water
                                           looking out towards emerald waters           With the sea on the city’s doorstep,
                                           and dormant volcanoes.                       kayaking, sailing, jet boating and
                                                                                        fishing are some of the ways to

                                           It’s a stunning natural playground with      enjoy it.
                                           plenty of adventure on offer. Fine food

                                                                                                                                                                                                                                                                             REGION – AUCKLAND, NORTH ISLAND
                                           and wine, spectacular arts and events        4. Enjoy the beach life                                                  1                                                   2
                                           – you’ll find it all here.                   Surf the waves on the west coast, with
                                                                                        its black-sand beaches, or relax on
                                           Restaurants, rooftop bars, art               white sand beaches and swim in clear
                                                                                                                                                                Food and Wine                                       The Great Outdoors
                                           galleries, museums, designer                 waters on the east coast.
                                           boutiques, world-class vineyards, and
                                                                                                                                                                With hundreds of amazing restaurants and            You’ll find the best of both worlds in Auckland,
                                           stunning scenery – what’s not to love.
                                           Just 40 minutes from the city centre,
                                                                                        5. Taste Auckland
                                                                                        From modern New Zealand dishes to
                                                                                                                                 •   Website:                   cafes, exciting food tours and experiences          with beautiful regional parks and beaches all
                                                                                                                                  and three distinctive wine regions, you’ve got      so close to the city centre. Discover spectacular
                                           you could be on an island in the             worldwide cuisine, there is something
                                                                                                                                                                plenty of options on the table.                     walking tracks and stunning white and black
                                           Hauraki Gulf, walking through pristine
                                           native forest, sampling fine wines at
                                                                                        for every taste.
                                                                                                                                 •   Air New Zealand Airport:                                                       sand beaches.
                                                                                        6. Explore a wine trail                      Auckland Airport
                                           a boutique vineyard, or exploring the
                                           wild west coast beaches.                     With three distinctive wine regions,
                                                                                        Auckland is a wine lover’s paradise.
                                                                                        7. Discover Auckland’s arts,
                                                                                        culture & history
                                                                                        Home to 200 different ethnic
                                                                                        communities, this diversity makes
                                                                                        the city’s art, culture and history
                                                                                        so fascinating.
                                                                                        8. Press play
                                                                                        Base jump off the Sky Tower, see
                                                                                        the city sights on a Harley Davidson
                                                                                        motorbike, or zipline over
                                                                                        native forest.
                                                                                        9. Get up close to the wildlife
                                                                                        Head out on the Hauraki Gulf to see
                                                                                        dolphins and whales, or swim,                                            3                                                   4
                                                                                        snorkel and dive at Goat Island
                                                                                        Marine Reserve.
                                                                                                                                                                Island Escapes                                      Arts and Culture
                                                                                        10. Make tracks                          Region Logo:
                                                                                        With regional parks so close to
                                                                                                                                                                Explore Auckland's magnificent Hauraki Gulf &       Discover world-class exhibitions at the
                                                                                        the city, it’s easy to explore some
                                                                                                                                                                Islands. The jewel of the gulf is Waiheke Island,   beautiful Auckland Museum, wander
                                                                                        of the many mountain biking and
                                                                                                                                                                a haven of vineyards, golden sand beaches and       through more than 15,000 traditional and
                                                                                        walking tracks.
                                                                                                                                                                fine dining, just a 40-minute ferry ride from       contemporary artworks at Auckland Art Gallery
                                                                                                                                                                downtown Auckland. Climb Rangitoto Island to        or combine beautiful scenery and art at one of
                                                                                                                                                                the summit for an incredible 360 degree view        the region’s outdoor sculpture parks or trails.
                                                                                                                                                                of the Hauraki Gulf & Islands and city.
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Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
Region – North Island

                                           Hero                                                                                  Key
                                           Images                                                                                Events

                                                                                                                                 ASB Classic                               ITM Auckland SuperSprint
                                            1.                          2.
                                                                                1      Viaduct Harbour,                          January                                   September
                                                                                       Central Auckland                          Catch international tennis talent         Experience the thrill of being
                                                                                       Credit: ATEED                             setting fire to the court; enjoy live     trackside as Australian and New
                                                                                                                                 music acts and food from some of          Zealand Supercars drivers go
                                                                               2       Wine tasting at Mudbrick                  Auckland’s best pop-up restaurants.       head to head in this action-packed
                                                                                       Vineyard and Restaurant,                                                            motorsport event.
                                                                                       Waiheke Island                            Splore Music and Arts Festival
                                                                                       Credit: ATEED                             February                                  ASB Auckland Marathon
                                                                                                                                 This unique outdoor summer festival       October
                                                                               3       Muriwai Beach,                            combines art, culture and live music      Be part of New Zealand's biggest
                                                                                       West Auckland                             in a beautiful beachside setting – and    and most iconic running celebration.
                                            3.                     4.                  Credit: ATEED                             kids are welcome.                         There are five race distances from
                                                                                                                                                                           3k to full Marathon, plus you get to

                                                                               4       Sculptureum, Matakana,                    Auckland Lantern Festival                 check out the spectacular views of

                                                                                                                                                                                                                       REGION – AUCKLAND, NORTH ISLAND
                                                                                       North Auckland                            February                                  Auckland as you run over Auckland's
                                                                                       Credit: ATEED                             Walk among hundreds of handmade           Harbour Bridge.
                                                                                                                                 outdoor lanterns and see live music
                                                                               5       Matakana Village Farmers                  and dance performances to celebrate
                                                                                       Market, North Auckland                    Chinese New Year.
                                                                                       Credit: ATEED
                                                                                                                                 Pasifika Festival
                                                                               6       Dark Sky Sanctuary,                       March
                                            5.                          6.             Great Barrier Island                      Join the world’s largest celebration
                                                                                       Credit: ATEED                             of Pacific culture, with live music and
                                                                                                                                 dance, markets and traditional food.
                                                                               7       Infinity Pool, Delamore
                                                                                       Lodge, Waiheke Island
                                                                                       Credit: ATEED

                                                                               8       View of Rangitoto Island
                                                                                       Credit: ATEED

                                                                               9       Kayaking, Waiheke Island
                                            7.                     8.                  Credit: ATEED

                                                                              10       Ponsonby Central,
                                                                                       Central Auckland
                                                                                       Credit: ATEED

                                            9.                          10.

                                                                              The images displayed above are available for
                                                                              download through Helium – please ensure that
                                                                              you use the correct credits. Additional regional
                                                                              images are available on request.

                                           14                                                                                                                                                                     15
Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
                                                                                    your soul.
                                                                                    Good for
                        The Coromandel
Region – North Island

                                         AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island
                                           The Coromandel

                                           Highlights                                                                          Fast Facts                     Pillars

                                           As a place where Kiwis                    Top 10 key experiences
                                           holiday, The Coromandel’s                 1. Cathedral Cove
                                           iconic coastline reveals                  Discover the beauty of the cove by
                                                                                     boat or kayak, or make the short walk
                                           hundreds of natural                       from Hahei.
                                           hideaways.                                2. Hot Water Beach
                                                                                     At low tide, families, kids and couples
                                           Imagine 400km of coastline                can dig their own spa pools in the
                                           surrounding a mountain range              sand – a truly unique Kiwi experience.
                                           cloaked in sub tropical forest.
                                                                                     3. Karangahake Gorge
                                           Endless golden beaches and hidden         A walker’s paradise, with walkways
                                           bays to enjoy. Walking tracks and         and old tunnels where you can

                                           cycle trails to explore. All just one

                                                                                                                                                                                                                                                                          REGION – THE COROMANDEL, NORTH ISLAND
                                                                                     discover the rich history.
                                           hour down the road from New
                                           Zealand’s largest airport and city.       4. The Pinnacles                                                          1                                                     2
                                                                                     Located in the Kauaeranga Valley,
                                           Charming old-world towns and              this walk offers panoramic views of
                                           intriguing relics in the rugged hills     The Coromandel.
                                                                                                                                                              Where Kiwis Holiday                                   Golden Heritage
                                           connect you to the past and its people.
                                                                                     5. Whenuakura (Donut) Island
                                           Inspiring landscapes attract many                                                                                  Whether you’re heading for the campground, bach       Discover the relics and stories of those
                                           talented artisans, whose studios and
                                                                                     Take a guide to find the hidden entry
                                                                                     and marvel at the amazing rock
                                                                                                                               •   Website:                   or something more glamorous – endless summer          who came before, and come away with a deeper
                                           workshops are hidden in the green                                                       barbeques, fishing expeditions, bush walks to         understanding of the people and this place.
                                                                                     formations in the inner lagoon.
                                           valleys. Creativity and originality                                                                                swimming holes, and picnics at the beach await you.
                                           abound, making this the ideal place to    6. Coromandel Coastal Walkway             •   Air New Zealand Airport:
                                           recharge your senses.                     Traversing the remote northernmost            1hr 15min drive to
                                                                                     point of the peninsula with                   Auckland Airport
                                           Get away from it all and find out why
                                                                                     spectacular coastal vistas, this is
                                           The Coromandel is good for your soul.
                                                                                     an easy day walk.
                                                                                     7. Hauraki Rail Trail
                                                                                     Following old railway lines between
                                                                                     five historic goldmining towns, this
                                                                                     is one of New Zealand’s easiest
                                                                                     Great Rides.
                                                                                     8. Te-Whanganui-a Hei
                                                                                     Snorkel or dive on the reefs and
                                                                                     islands, or take a boat and explore the
                                                                                     magnificent volcanic coastline.
                                                                                     9. New Chum Beach
                                                                                     Hidden away from the masses and
                                                                                     rarely explored ‘New Chum Beach’,
                                                                                     has been voted as one of the world's                                      3                                                     4
                                                                                     top 10 beaches.
                                                                                     10. Seabird Coast                         Region Logo:                   A Simple Way of Life                                  Essentially Homegrown
                                                                                     An important wintering ground for up
                                                                                     to 20,000, this coast hosts more than
                                                                                     49 different migratory bird species.                                     Kiwis are at their best when they are on holiday      The bohemian nature of locals is embodied
                                                                                                                                                              in The Coromandel. Take a break, slow down and        in their sustainable hunter-gatherer lifestyle
                                                                                                                                                              reconnect with life as it should be.                  and shared through their artisan produce,
                                                                                                                                                                                                                    whimsical crafts and fine arts, and relaxed
                                                                                                                                                                                                                    warm hospitality.

                                           18                                                                                                                                                                                                                        19
Region – North Island
                                           The Coromandel

                                           Hero                                                                            Key
                                           Images                                                                          Events

                                                                                                                           Highland Games & Tattoo                  Trail Trilogy
                                            1.                            1      Cathedral Cove                            February                                 September
                                                                                 Credit: Legend-Photography                The Sounds & Soul of Scotland            Flat out fun! Through 6 towns
                                                                                                                           returns to Paeroa for the annual         across the Hauraki Rail Trail.
                                                                         2       Get Away From It All,                     Highland Games! Whether there’s          The Trail Trilogy courses include
                                                                                 The Pinnacles                             a bit of Scot in you or not, this is a   all the popular running and walking
                                                                                 Credit: Talman Madsen                     great day of entertainment in the        distances while maximising usage
                                                                                                                           picturesque Paeroa Domain.               of the Hauraki Rail Trail.
                                                                         3       Owharoa Falls on the
                                                                                 Hauraki Rail Trail                        Leadfoot Festival                        Whitianga Scallop Festival
                                                                                 Credit: Andy Belcher                      February                                 September
                                            2.                                                                             The Leadfoot Festival is a unique        This weekend feast showcases the
                                                                         4       The fishing is good on                    weekend bringing together a mix of       finest fresh scallops prepared in
                                                                                 The Coromandel

                                                                                                                           classic cars, vintage motorcycles and    novel ways by celebrity chefs, to the

                                                                                                                                                                                                                 REGION – THE COROMANDEL, NORTH ISLAND
                                                                                 Credit: The Coromandel                    motorsport legends. Limited tickets      backdrop of the tranquil Whitianga
                                                                                                                           will be offered to the general public    harbour and grooving Coro sounds.
                                                                         5       Woodstock Battery,                        with an invitation to Rod Millen’s
                                                                                 Karangahake Gorge                         private grounds at Leadfoot Ranch.       K2 Cycle Race
                                                                                 Credit: Andy Belcher                                                               October
                                                                                                                           Beach Hop                                The toughest one day cycle challenge
                                                                         6       The Coromandel                            March                                    in the Southern Hemisphere, this
                                           3.                                    Credit: Logan Dodds                       The popular seaside holiday resort       race attracts both international and
                                                                                                                           of Whangamata throbs with the            New Zealand riders who appreciate
                                                                                                                           sounds of thousands of classic cars      the physical challenge with the
                                                                                                                           and rock and roll bands during this      spectacular scenery, a circuit of the
                                                                                                                           week-long extravaganza of vintage        peninsula delivers.
                                                                                                                           cars and motorcycles, fifties fashion,
                                                                                                                           hot rods, dragsters and dancing.         Steampunk the Thames
                                                                                                                           The Coromandel's largest event           November
                                                                                                                           and the biggest little car show in the   This festival of the arcane and
                                                                                                                           Southern Hemisphere.                     thaumaturgic arts cranks up a head
                                                                                                                                                                    of steam with an action packed,
                                                                                                                                                                    fun-filled weekend of high energy
                                                                                                                                                                    hoopla for grownups and young
                                                                                                                                                                    people alike.
                                            4.                     5.


                                                                        The images displayed above are available for
                                                                        download through Helium – please ensure that
                                                                        you use the correct credits. Additional regional
                                                                        images are available on request.

                                           20                                                                                                                                                               21
Region – North Island



                                                                   movie magic

                                                                                   REGION – WAIKATO, NORTH ISLAND
                                           22                                 23
Region – North Island

                                           Highlights                                                                         Fast Facts                     Pillars

                                           Welcome to the Waikato –                 Top 10 key experiences
                                           famous for Middle-earth                  1. Middle-earth
                                           movie magic, underground                 Experience a slice of Middle-earth
                                                                                    Movie Magic at Hobbiton™ Movie Set.
                                           wonders, legendary surf
                                                                                    2. Hamilton Gardens
                                           beaches and the iconic                   Get lost exploring the award-winning
                                           Waikato River.                           Hamilton Gardens.
                                                                                    3. New Zealand's Longest River
                                           The mighty Waikato, and its
                                                                                    Walk, cycle, kayak or cruise down
                                           metropolitan hub of Hamilton, is
                                                                                    New Zealand’s longest river, the
                                           situated in the central North Island.
                                                                                    Mighty Waikato River.
                                           The area is renowned for natural

                                           beauty, powerful history, out-of-this-   4. Waitomo Caves
                                           world experiences, sporting prowess,     Discover the subterranean world of
                                                                                                                                                              1                                                           2

                                                                                                                                                                                                                                                                                  REGION – WAIKATO, NORTH ISLAND
                                           business innovation, and creativity.     Waitomo with its twinkling galaxies
                                                                                    of glowworms and limestone cave
                                           Outdoor enthusiasts are spoilt for
                                           choice with a range of great walking,                                                                             Middle-earth Movie Magic                                    Underground Wonders
                                           hiking and cycling trails. Not to        5. Food & Beverages
                                           mention the west coast black-sand        Sample some gourmet icecream or
                                                                                                                                                             In the heart of Waikato's countryside, quietly hidden       Waitomo is the stuff of legends, and a 'must-do'
                                           surf beaches of Raglan which
                                           provide world class left hand surfing
                                                                                    craft beer in Hamilton City.              •   Website:                   behind green rolling hills, is a place unlike any other –   item on everyone's bucket list. Millions of years
                                                                                    6. Surfing                                        Hobbiton™ Movie Set; the permanent set created for          in the making, the Waitomo Caves are a world-
                                           breaks, and a variety of other water
                                                                                    Try your hand at surfing in the                                          the The Lord of the Rings and The Hobbit Trilogies.         famous underground playground of glowworms,
                                           sport options.
                                                                                    world-famous surf town of Raglan.         •   Air New Zealand Airport:   Take a tour and sample the exclusive brews at The           black water rafting and abseiling.
                                           Winding its way through the region                                                     Hamilton Airport           Green Dragon.
                                           is New Zealand’s longest river, the      7. Arts & Culture
                                           mighty Waikato, providing ample          Explore Hamilton City’s arts and
                                           opportunity for kayaking, cruising,      cultural scene.
                                           fishing and jet boating, especially on
                                                                                    8. Bike & Hike Trails
                                           the river’s picturesque hydro lakes.
                                                                                    Cycle one of the region’s Great Rides
                                           World-class attractions for visitors     or hike to one of the many stunning
                                           include the subterranean wonder of       scenic vistas.
                                           the Waitomo Caves, the middle-
                                           earth movie magic of Hobbiton™
                                                                                    9. Wildlife Sanctuary
                                                                                    Get up close to some native wildlife at
                                           Movie Set and Hamilton Gardens
                                                                                    Sanctuary Mountain Maungatautari.
                                           – a collection of themed gardens
                                           telling the stories of different         10. Underground Adventures
                                           civilisations throughout time.           Challenge yourself to some
                                           And then there’s the food – it’s a       underground adventure with
                                           foodie’s paradise here. The region       abseiling, ziplining and blackwater
                                           is full of artisan producers with        rafting in Waitomo.
                                           delicious creations including world-                                                                               3                                                           4
                                           class cheese, decadent ice-cream,
                                           organic fruits and gourmet breads,
                                           renowned restaurants, boutique                                                                                    Legendary Surf Beaches                                      Award-winning Gardens
                                           breweries and more.                                                                Region Logo:

                                           Always far from the ordinary, this is                                                                             The seaside township of Raglan is a mecca for               The Hamilton Gardens are made up of over
                                           a magical region of villages to play,                                                                             surfers and those wanting to get out on the water.          18 beautifully landscaped gardens each telling
                                           connect, relax and explore in.                                                                                    The black-sand beaches are revered by sun-                  the story of gardens through themed collections
                                           A welcoming place where the people                                                                                seekers and the harbour is loved by those keen to           from difference civilisations.
                                           keep it real – and the experiences                                                                                cruise, kayak, kite-surf or stand-up paddleboard.
                                           become unreal.

                                           24                                                                                                                                                                                                                                25
Region – North Island

                                           Hero                                                                                      Key
                                           Images                                                                                    Events

                                                                                           Hobbiton™ Movie Set                       Soundsplash                                Balloons Over Waikato                      Equidays
                                            1.                                      1      Credit: Hobbiton Movie Set                January                                    March                                      November
                                                                                                                                     With several stages, a myriad of           Anyone looking skyward in the              Held in the heart of the equestrian
                                                                                           Waitomo Glowworm Caves                    market stalls, fun and informative         Waikato region is likely to be             rich region of Waikato, Equidays holds
                                                                                   2       Credit: Hamilton & Waikato                workshops, kids and chill zones,           rewarded with the sight of brightly        exhibitions, demonstrations, clinics
                                                                                           Tourism                                   Soundsplash is a festival that caters      coloured hot-air balloons floating         and training sessions that cover all
                                                                                                                                     for the whole family, in an event which    overhead as part of the hugely             areas of equine. With the variety
                                                                                           Hamilton Gardens                          has everything you could want to           successful five-day Balloons Over          of exhibitions and shows planned,
                                                                                   3       Credit: Hamilton & Waikato                experience over the Kiwi summer!           Waikato, the premier ballooning            demonstrating the disciplines of
                                                                                           Tourism                                                                              festival in New Zealand which draws        vaulting, dressage, horsemanship,
                                                                                                                                     HSBC NZ Sevens                             balloons, pilots and enthusiasts           jumping and more; there is sure to be
                                                                                           Waitomo Adventures                        January                                    from around the world, attracted           something for everyone, from those
                                                                                   4       Credit: Hamilton & Waikato                Hamilton City is set to host the           by its meticulous planning, friendly       who live and breathe equine to those
                                                                                                                                                                                welcome and ideal flying conditions.       just discovering their passion for the

                                            2.                     3.                      Tourism                                   New Zealand leg of the HSBC World
                                                                                                                                     Rugby Sevens Series again in 2020.                                                    industry.
                                                                                           Raglan                                    With a rich rugby heritage, Hamilton       Waitomo Trail Run

                                                                                                                                                                                                                                                                     REGION – WAIKATO, NORTH ISLAND
                                                                                   5       Credit: Hamilton & Waikato                and the wider Waikato region will come     April                                      The Taniwha
                                                                                           Tourism                                   alive with Sevens rugby action. With       With a variety of courses to choose        November
                                                                                                                                     an array of great events happening         from, participants will have the           This challenging yet achievable event
                                                                                           Hamilton                                  around the tournament, it’s sure to be     chance to explore surreal karst-           celebrates and utilises the Waikato
                                                                                   6       Credit: Hamilton & Waikato                another action-packed weekend.             studded landscapes, caves, native          River Trails – a point to point event
                                                                                           Tourism                                                                              bush, vibrant working farms, tunnels,      that will offer individuals and teams
                                                                                                                                     Hamilton Gardens Arts Festival             canyons and glowworms on this              of all ages, abilities and levels of
                                                                                                                                     February                                   unique trail running event.                fitness, the opportunity to run/walk or
                                                                                           SKYCITY Hamilton
                                            4.                               5.    7       Credit: Hamilton & Waikato                What has now become an iconic                                                         mountain bike these amazing trails in
                                                                                                                                     open-air summer festival for the           Fieldays                                   a major participation event.
                                                                                                                                     city, the Hamilton Gardens Arts            June
                                                                                                                                     Festival combines a plethora of            The National Agricultural Fieldays is
                                                                                           Tongue of the Dog
                                                                                   8       Credit: Hamilton & Waikato
                                                                                                                                     visual arts, music, comedy, film,          the largest agricultural event in the
                                                                                                                                     theatre, literature and dance, offering    Southern Hemisphere, with more than
                                                                                           Tourism                                   something for all ages and tastes.         1,000 exhibitors across 40 hectares,
                                                                                                                                                                                making it Australasia’s definitive agri-
                                                                                                                                     Kawhia Kai                                 business event. Over 100,000 people
                                                                                                                                     February                                   pour through the gates to check out
                                                                                                                                     As the spiritual and ancestral home        the products and displays, marvel at
                                            6.                                                                                       for the region’s Maāori tribe Tainui,      the machinery and innovations, be
                                                                                                                                     Kawhia is a significant place to           entertained, and experience what
                                                                                                                                     celebrate Māori culture. The iconic        has made the National Agricultural
                                                                                                                                     Kawhia Kai Festival brings together        Fieldays such a successful event.
                                                                                                                                     performers, artists, musicians and
                                                                                                                                     traditional Māori Kai. Festival goers
                                                                                                                                     will also have a unique opportunity
                                                                                                                                     to view experienced artists at work
                                                                                                                                     and gain an insight into Māori art and
                                                                                                                                     craft with sites featuring rāranga (flax
                                                                                                                                     weaving), wood carving and more.
                                            7.                          8.

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                                                                                  download through Helium – please ensure that
                                                                                  you use the correct credits. Additional regional
                                                                                  images are available on request.

                                           26                                                                                                                                                                                                                  27
                                                                             of Plenty.
                                                                             the Bay
                        Bay of Plenty
Region – North Island

                                        AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island
                                           Bay of Plenty

                                           Highlights                                                                            Fast Facts                     Pillars

                                           It’s in the Bay of Plenty’s                 Top 10 key experiences
                                           nature to impress, inspire                  1. Visit New Zealand’s only active
                                           and excite you.                             marine volcano
                                                                                       Step foot on Whakaari/White Island
                                                                                       and experience the amazing colours
                                           Where else in New Zealand can
                                                                                       and sounds of its volcanic crater.
                                           you step foot on an active marine
                                           volcano? Or kayak across a lake to see      2. Kayak through a glow-worm
                                           a canyon shine with glow worms after        canyon
                                           dark? Here you can explore bush-clad        Watch a beautiful canyon come alive
                                           islands, admire waterfalls, glimpse         with twinkling lights.
                                           Kiwi, be utterly pampered and relax
                                           on white sand beaches.                      3. Embrace our pristine coastline
                                                                                       Discover the Bay of Plenty’s

                                           Whakaari/White Island lies just             renowned coastline to admire

                                                                                                                                                                                                                                                                              REGION – BAY OF PLENTY, NORTH ISLAND
                                           offshore from Whakatāne. Its hissing,       abundant marine life.
                                           bubbling and sulphurous crater is a                                                                                   1                                                   2
                                           force to be reckoned with and can be        4. Swim with dolphins in the wild
                                           explored year-round.                        Experience the majesty of                                                It's in Our Nature                                  A Place of Discovery
                                                                                       swimming alongside dolphins in
                                           With 125km of stunning coastline and        warm coastal waters.
                                           beaches to enjoy, you’ll immediately                                                                                 The generosity and spirit of our people amongst     Let the Bay of Plenty's mountains, volcanoes
                                           get into the holiday groove. You can        5. Sail to an island sanctuary
                                                                                       Make the most of your day at
                                                                                                                                 •   Website:                   the beauty of our extensive natural surroundings.   and islands captivate and inspire you.
                                           learn to surf, kayak or paddleboard                                             
                                           almost anywhere. The Bay of Plenty          Moutohorā Island and its seclusive
                                           is blessed with fertile land and
                                           abundant seafood. The locals love to
                                                                                       hot water beach.                          •   Air New Zealand Airport:
                                                                                       6. Stroll up the Mount                        Tauranga Airport
                                           share delicious kiwifruit, avocados
                                                                                       One of the country’s most
                                           and fresh produce with the rest of
                                                                                       Instagrammed spots is rewarded with
                                           the world. This is the place to try
                                                                                       breathtaking views.
                                           something new, seek out adventure
                                           and make the most of every day.             7. Visit the house that came home
                                           As locals will tell you, “In the Bay of     Explore an authentic Māori meeting
                                           Plenty it’s in our nature to wear a smile   house that travelled the globe for
                                           on our face and genuinely welcome           130 years before returning home.
                                           others to our patch of paradise. We         8. Meet the locals
                                           can’t wait to see you soon."                Enjoy a Māori feast cooked in the
                                                                                       earth itself and a walking tour of
                                                                                       Whakatāne’s sacred sites.
                                                                                       9. Learn why kiwifruit is king
                                                                                       Visit a working orchard to discover
                                                                                       why our region is the kiwifruit capital
                                                                                       of the world.
                                                                                                                                                                 3                                                   4
                                                                                       10. Bee inspired by Mother Nature
                                                                                       Step inside a virtual beehive and
                                                                                       learn about the fascinating life of the                                  A Rich Coastal Paradise                             Where Cultures Embrace
                                                                                       humble honeybee.                          Region Logo:
                                                                                                                                                                You can't go far in the Bay of Plenty without       Māori tell the story of the first voyagers
                                                                                                                                                                stumbling across a sweeping white-sand beach,       travelling from Hawaiki and choosing to settle in
                                                                                                                                                                perfect wave or picturesque fishing spot.           the Bay of Plenty for its fertility and abundance.

                                           30                                                                                                                                                                                                                            31
Region – North Island
                                           Bay of Plenty

                                           Hero                                                                                 Key
                                           Images                                                                               Events

                                                                                                                                Bay Dreams                             Waihi Beach Summer Fair                    Tauranga Arts Festival
                                            1.                                 1      The view from the top of                  January                                January                                    Held biennially, October - November
                                                                                      Mauao (Mount Maunganui)                   Bay Dreams consistently has an         The Waihi Beach Summer Fair is a           Established in 1999, the Tauranga
                                                                                      Credit: Chris McLennan                    impressive line-up, giving it the      bustling little (but rather large) event   Arts Fest delivers a world-class
                                                                                                                                reputation as "the summer music        held at a beachside oasis.                 programme direct from leading
                                                                              2       Kayaking around Moutohorā,                festival you just can't miss".                                                    artists and performers at the peak of
                                                                                      an island sanctuary                                                              BLACKCAPS ODIs                             their practice. The Festival is a live
                                                                                      Credit: Tourism Bay of Plenty             Kaitaki Avocado                        February                                   experience that happens right here
                                                                                                                                Food & Wine Fest                       International Cricket is the epitome of    in Tauranga.
                                                                              3       The landing place:                        January                                the New Zealand summer experience.
                                                                                      Experience the rich Māori                 Expect great food, the best wines,     It’s what we do. It’s the dad catches      Garden & Arts Festival
                                                                                      heritage of the Bay of Plenty             lively entertainment, excellent        in the crowd, the costumes, the            November
                                                                                      Credit: Andy Belcher                      company, product displays and          immaculate field and that perfect          The Bay of Plenty Garden & Arts

                                                                                                                                much more.                             pitch that we can only imagine having      Festival is a celebration of the Bay
                                                                              4       Whakaari/White Island                                                            in our backyard.                           of Plenty's finest gardens finishing

                                                                                                                                                                                                                                                              REGION – BAY OF PLENTY, NORTH ISLAND
                                                                                      from the air                              Mount Festival of Multisport                                                      with live music, food stalls and
                                                                                      Credit: Frontier Helicopters              January                                Diner en Blanc Tauranga                    local artists.
                                                                                      White Island Volcano                      The iconic Mount Festival of           March
                                                                                      Adventure                                 Multisport has been part of the        The iconic international Le Diner en       Mount Monster
                                            2.                     3.
                                                                                                                                Mount Maunganui summer since           Blanc graces Tauranga's fine shores,       December
                                                                              5       Fresh kiwifruit in the                    1990, making it one of New Zealand's   activating one of the most beautiful       The Mount Monster is the freshest
                                                                                      Bay of Plenty                             longest running and most iconic        spots in the Bay with a stunning           and most innovative surf sports event
                                                                                      Credit: Tourism Bay of Plenty             triathlons. The Mount Festival         outdoor pop-up picnic where guests         in the country.
                                                                                                                                events calendar has been carefully     dress all in white.
                                                                                                                                developed over the years with a                                                   TECT National Provincial Sevens
                                                                                                                                range of events that include the       National Jazz Festival                     December
                                                                                                                                hallmark Tauranga Half, The Enduro     March/April                                A hugely popular event, the
                                                                                                                                long distance triathlon, the Höpt      The National Jazz Festival has been        prestigious National Sevens
                                                                                                                                Soda AquaBike, Mount Run, Athlete's    entertaining hundreds of thousands         tournament attracts large numbers of
                                                                                                                                expo and other iconic community        of residents and visitors to the Bay of    fans each year who will be flocking to
                                                                                                                                events like the Mt Maunganui Beach     Plenty region for 55 years.                the 'hot spot' of New Zealand for some
                                                                                                                                Volleyball Open.                                                                  awesome action and fun and sevens
                                                                                                                                                                       Tauranga International Marathon            carnival atmosphere!
                                            4.                          5.                                                      One Love Festival                      September
                                                                                                                                January                                The Tauranga International Marathon,
                                                                                                                                One Love Festival’s reputation as      Half Marathon, 12km Run/Walk and
                                                                                                                                New Zealand’s premiere celebration     6km Fun Run/Walk courses are
                                                                                                                                of roots, rock and reggae is well      FAST, FLAT, FUN. They will take you
                                                                                                                                deserved. The Festival is one of       on a breath-taking, spectacular
                                                                                                                                summer's best and brightest events.    journey throughout Tauranga's best
                                                                                                                                                                       spaces and places, including the
                                                                                                                                                                       Daisy Hardwick boardwalk/estuary,
                                                                                                                                                                       Fergusson Park and waterfront,
                                                                                                                                                                       Mount Maunganui loop track, and
                                                                                                                                                                       Marine Parade, to finish on The
                                                                                                                                                                       Strand, Tauranga. With medals for
                                                                                                                                                                       every finisher - and capes for the
                                                                                                                                                                       Superheroes Kids Dash - it's an event
                                                                                                                                                                       you'll celebrate for years to come.

                                                                             The images displayed above are available for
                                                                             download through Helium – please ensure that
                                                                             you use the correct credits. Additional regional
                                                                             images are available on request.

                                           32                                                                                                                                                                                                            33
                             Find your
Region – North Island

                                         AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island

                                           Highlights                                                                         Fast Facts                     Pillars

                                           Rotorua - Feel the earth                   Top 10 key experiences
                                           beneath your feet, the                     1. Geothermal utopia
                                           wind on your face,                         Seek out a professional day spa or
                                                                                      discover a natural geothermal wonder
                                           fire’s warmth on your                      to ease your muscles.
                                           skin, water’s calming                      2. Te Puia
                                           nourishment and create                     Māori culture and geothermal
                                           a connection with people                   experiences all in one place.
                                           and place which leaves you                 3. Mt Tarawera
                                           feeling inspired, refreshed,               The scene of a devastating eruption
                                                                                      but with unparalleled views.
                                           invigorated and relaxed.

                                                                                      4. Rotorua Canopy Tours
                                                                                      Conservation and adventure like
                                           Rotorua is known as the birth place
                                                                                                                                                              1                                                        2

                                                                                                                                                                                                                                                                                    REGION – ROTORUA, NORTH ISLAND
                                                                                      no other.
                                           of New Zealand tourism. With Māori
                                           culture, pristine lakes, fertile forests   5. The Redwoods Forest
                                           and activities and attractions a plenty,   Beautiful Californian redwoods                                         Mountain Biking                                          Māori Culture
                                           Rotorua offers a holiday destination       provide the perfect backdrop for a
                                           for people on all budgets and is easily    run, walk, or ride.
                                                                                                                                                             One of the world's best all-year-round mountain biking   The centre of Māori culture in New Zealand offering genuine
                                           accessible by land and air being
                                           conveniently located in the central        6. Whakarewarewa Living                 •   Website:                   destinations. Ranked by Red Bull as best in Southern     warmth of welcome and manaakitanga (hospitality),
                                                                                      Māori Village                                   Hemisphere. Pristine forest, dirt and facilities for     something that the Te Arawa Māori have been providing
                                           North Island.
                                                                                      See how Māori adapted to utilise the                                   novice families through to expert individuals.           visitors for well over 150 years. The younger generation is
                                           Rotorua’s thermal attractions are          rich geothermal resources.              •   Air New Zealand Airport:                                                            now coming through offering a contemporary take on Māori
                                           the perfect places to relax and                                                        Rotorua Airport                                                                     culture through food, arts, fashion and technology.
                                           unwind no matter what time of the          7. Rafting the Kaituna
                                           year it is. With many and varied           Would you take on the world’s highest
                                           options available from professional        commercially rafted waterfall?
                                           day spa’s to natural wonders. If you
                                           love native forests, then Rotorua
                                                                                      8. The Redwoods Treewalk
                                           is definitely for you. Home to the         Nightwalk
                                           amazing Californian Redwoods               A simply unique experience.
                                           which are filled with runners, walkers     9. Rotorua’s lakes
                                           and mountain bikers at all times of        Enjoy being in them, on them or
                                           the day and if you are lucky you may       simply relax beside them.
                                           even spot Pete’s Dragon.
                                                                                      10. Skyline Rotorua
                                           Rotorua’s 18 lakes provide your perfect    An icon of Rotorua with amazing
                                           playground regardless of whether you       views over Lake Rotorua and the city.
                                           prefer to be in, on or beside them there
                                           is something for everyone. You don’t
                                           have to be active though as there are
                                           plenty of spots to relax and unwind
                                           lakeside with a picnic.                                                                                            3                                                        4
                                           Rotorua is the centre of Māori
                                           culture in New Zealand offering                                                                                   Natural Hot Springs and Wellness                         Adventure
                                           genuine warmth of welcome
                                           and manaakitanga (hospitality),                                                    Region Logo:                   Rotorua’s thermal attractions are the perfect            Rotorua is a diverse destination which truly
                                           something that the Te Arawa Māori                                                                                 places to relax and unwind no matter what time           offers something for everyone. From relaxing
                                           has been providing visitors to the                                                                                of the year it is. With many and varied options          beside the lake, watching a geothermal wonder,
                                           Rotorua region for well over 150 years.                                                                           available from professional day spa’s to natural         walking through the forests or getting an
                                           Visitors will be enriched by their                                                                                wonders your muscles will thank you for making           adrenaline fix. Rotorua is fun for all ages and
                                           Māori cultural experience.                                                                                        the journey.                                             walks of life!

                                           36                                                                                                                                                                                                                                 37
Region – North Island

                                           Hero                                                                                 Key
                                           Images                                                                               Events

                                                                                                                                Ocean Swim Series –                      Crankworx Rotorua                         Tiki Ahua
                                            1.                     2.
                                                                               1      Showing manaakitanga                      Legend of the Lake                       March                                     July
                                                                                      through a Māori welcome                   February                                 Where the world’s best mountain           Contemporary Māori Fashion &
                                                                                      Credit: Te Puia                           This legendary swim is the first         bikers descend – Crankworx                Design Show extravaganza featuring
                                                                                                                                and only fresh water race on the         Rotorua, a celebration of epic            outstanding fashion from emerging
                                                                              2       Kaituna River                             Ocean Swim Series calendar and           endurance, supreme flow,                  and established designers. From
                                                                                      Credit: Amit Kamble                       has quickly become a favourite           monster air and heart stopping            streetwear, jewellery and adornment,
                                                                                                                                amongst competitors. Held at the         drops of freeride mountain biking.        including daywear, evening to the
                                                                              3       Geothermal Valley                         beautiful Lake Tikitapu (Blue Lake)      This five day festival brings             avante-garde. Interwoven with
                                                                                      Credit: Te Puia                           you couldn’t find a more picturesque     together the world’s best mountain        contemporary music, art, dance,
                                                                                                                                competitive swim.                        bikers and includes some of the           ta moko and live performances from
                                                                              4       Te Rata Bay, Lake Tarawera                                                         most spectacular downhill riding          New Zealand’s leading artists.
                                                                                      Credit: Destination Rotorua               Summer Seafood Festival                  and extreme jump action in the
                                                                                                                                                                         MTB calendar.                             Okere Falls Beer Festival

                                                                              5       The Whakarewarewa Forest                  Seafood. Summer. Celebration.                                                      October
                                                                                      Credit: Adrian Hodge                                                               Xterra Rotorua Festival                   With great beer, traditional German

                                                                                                                                                                                                                                                               REGION – ROTORUA, NORTH ISLAND
                                                                                                                                Everything you love about the
                                                                                                                                summertime. Indulge in a variety of      April                                     food and music this weeklong festival
                                                                              6       Blue Lake                                 delicious seafood and match it with      New Zealand’s biggest multisport          is a local favourite. Traditional German
                                                                                      Credit: Mark Smith                        some stunning New Zealand wine           event and one of the biggest XTERRA       dress is always encouraged along
                                                                                                                                combined with live music and you         events in the world: the Rotorua          with having a great time with other
                                                                                                                                have everything you need to enjoy        XTERRA Off-Road Festival. It offers       likeminded people.
                                                                                                                                the weekend!                             a variety of options for participants
                                                                                                                                                                         in one of Rotorua’s most beautiful        Rotorua Bike Festival
                                                                                                                                Tarawera Ultramarathon                   locations. From swimming in the           October
                                                                                                                                February                                 pristine waters of Lake Tikitapu to       Rotorua’s celebration of everything
                                                                                                                                The Tarawera Ultramarathon is a          mountain biking world famous trails       cycling! The Bike Festival brings
                                            4.                          5.                                                      world-class event and a must-do for      in the Whakarewarewa forest, it has       together everything great about
                                                                                                                                every runner looking to challenge        something for everyone. Enter as an       biking including the Big Bike Film
                                                                                                                                themselves and experience their          individual, or round up some mates        Night, Ride the Runway, Bike the Lake,
                                                                                                                                own adventure along some of              to form a team.                           as well as heaps more fun and family
                                                                                                                                the most beautiful trails in the                                                   friendly events.
                                                                                                                                world. This is New Zealand’s most        Rotorua Marathon
                                                                                                                                prestigious ultramarathon and part       May                                       Rotorua GLO
                                                                                                                                of the 12-race Ultra-Trail World Tour.   This iconic event is a Rotorua classic.   December
                                                                                                                                                                         Run the famous 42km loop around           This free festival is a firm favourite on
                                                                                                                                                                         stunning lake Rotorua with support        the Rotorua event calendar and is a
                                                                                                                                                                         groups cheering the way. There            fun way to welcome in the New Year
                                                                                                                                                                         is something for everyone in this         with family friends and fireworks!
                                            6.                                                                                                                           picturesque event, choose from the
                                                                                                                                                                         marathon, half marathon, quarter
                                                                                                                                                                         marathon or 5.5km fun run.

                                                                             The images displayed above are available for
                                                                             download through Helium – please ensure that
                                                                             you use the correct credits. Additional regional
                                                                             images are available on request.

                                           38                                                                                                                                                                                                            39
                                Love Taupō.
                                this place.
Region – North Island

                                AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island

                                           Highlights                                                                           Fast Facts                     Pillars

                                           Love this place. Love                     Top 10 key experiences
                                           Taupō. Aroha ki tēnei wāhi.               1. Mine Bay Māori Rock Carvings
                                           Arohaina Taupō.                           These 14-metre carvings can be
                                                                                     viewed by taking a scenic cruise,
                                                                                     sailing trip or kayaking adventure
                                           The heart of Aotearoa New Zealand’s       from Taupō.
                                           North Island, Taupō is a place of
                                           extraordinary natural beauty and          2. Huka Falls
                                           wonder. At its centre is a vast,          A thundering 11-metre high waterfall
                                           sparkling lake – the great inland sea     and New Zealand’s most visited
                                           of New Zealand – lying in an ancient      natural attraction.
                                           volcanic caldera born from one of the
                                           world’s most spectacular eruptions.       3. Tongariro National Park
                                                                                     Discover stunning day walks and New

                                           Taupo’s trout-filled rivers offer         Zealand’s best one-day hike in this
                                           magnificent fly-fishing, both close to    UNESCO Dual World Heritage Park.
                                                                                                                                                                1                                                         2

                                                                                                                                                                                                                                                                                           REGION – TAUPŌ , NORTH ISLAND
                                           the lake and in the rural back-country.
                                           Ancient forests, alive with rare native   4. Geothermal wonders
                                                                                     Explore thermal walkways with
                                           birds, are crossed with scenic walks
                                                                                     geysers and bubbling mud pools, or
                                                                                                                                                               Stunning Natural Scenery                                  Ski the Volcano
                                           and bike trails, and the region’s
                                           steaming geothermal valleys with          soak in geothermal waters at one of
                                           natural hot springs are a traditional     the regions hot pools.                                                    One of the most picturesque regions in the world          Taupō is the perfect place to base yourself
                                           place of rejuvenation.                    5. Adrenalin sports
                                                                                                                                •   Website:                   defined by an ancient volcanic landscape, the largest     for your winter ski holiday. Discover skiing,
                                                                                                                                        fresh water lake in Australasia, the mighty Waikato       snowboarding and sledding at New Zealand’s
                                           Each of the awe-inspiring volcanoes       The adventure capital of the North
                                                                                                                                                               and Tongariro rivers, geothermal attractions and the      largest ski area – Whakapapa, located just
                                           of the UNESCO dual World Heritage
                                           Tongariro National Park has a
                                                                                     Island, with skydiving, bungy jumping,
                                                                                     white water rafting, jet boating,
                                                                                                                                •   Air New Zealand Airport:   mountains and ski areas of the UNESCO dual World          40-minutes from Turangi and 1hr 15mins from
                                                                                                                                    Taupō Airport              Heritage Tongariro National Park.                         Taupō, and easily accessed by daily shuttles.
                                           unique character. New Zealand’s           and more.
                                           largest ski fields are found on Mt        6. Ski & snow
                                           Ruapehu, which also draws hikers to       A short drive or shuttle ride away
                                           its peak in summer. The Tongariro         from Taupō and Turangi, go skiing,
                                           Alpine Crossing is an unforgettable       snowboarding or touch snow for the
                                           hike across a volcanic moonscape          first time at Whakapapa Ski Area.
                                           of gemstone-coloured mineral
                                           pools and steaming vents. And Mt          7. Māori culture
                                           Ngauruhoe’s classic cone shape            Learn flax weaving, create your own
                                           scored a starring role as the fiery       hangi feast or head out on a Māori
                                           Mt Doom in Peter Jackson’s Lord of        cultural scenic cruise on Lake Taupō.
                                           the Rings.
                                                                                     8. Cycle the Great Lake Trail
                                           With welcoming resort towns,              An epic 2-3 day, grade 3 mountain
                                           bustling lakeside villages and            biking adventure along the shores of
                                           world-class luxury lodges to stay in,     Lake Taupō.
                                           adventure, discovery and wonder lie
                                           just outside every door in Taupō.         9. Catch a trout
                                                                                     Discover some of the best trout                                            3                                                         4
                                                                                     fishing in the world. Fly fish on the
                                                                                     rivers or enjoy lake fishing year-round.   Region Logo:
                                                                                                                                                               Perfect Break Away                                        Adventure and Adrenalin
                                                                                     10. Golfer's paradise
                                                                                     The Jack Nicklaus designed
                                                                                     Kinloch Club, and Wairakei Golf +                                         The perfect place to relax and unwind away from           Taupō is the adventure capital of the North Island.
                                                                                     Sanctuary are consistently ranked in                                      hectic working lives at any time of the year. Many        Test your limits with a skydive, bungy jump, parasail
                                                                                     New Zealand’s top 10 golf courses.                                        come for the stunning scenery, luxury lodges, ease        or jet boat ride, or if it’s an adventure you’re after get
                                                                                                                                                               of access to the great outdoors, and boutique lined       a group of friends together and raft the Tongariro
                                                                                                                                                               streets of Taupō town centre, others come for the         River, mountain bike the Great Lake Trail or race the
                                                                                                                                                               huge range of adrenalin activities and events on offer.   clock at the Bruce McLaren Motorsport Park in a V8
                                                                                                                                                                                                                         or single seater racing car.
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Region – North Island

                                           Hero                                                                             Key
                                           Images                                                                           Events

                                                                                                                            Waikato River Trails                     Easterfest                                Graffiato: Taupō Street Art Festival
                                            1.                                 1     Sailing on Lake Taupō                  Summer Sizzler                           Easter weekend                            Labour Weekend
                                                                                     Credit:                  January                                  A free family festival hosted by the      Witness wonder, vibrancy and
                                                                                                                            Family friendly fun run / walk event     Churches of Taupo for individuals         diversity brought to Taupō’s urban
                                                                              2      Orakei Korako                          with 22km, 11km and 6km course           and families looking for a meaningful     laneways and streets as some of the
                                                                                     geothermal walkway                     options. Discover the scenic beauty      way to celebrate Easter, with live        world’s best street artists transform
                                                                                     Credit:                  of the Mangakino lakes and Waikato       music, entertainment, family fun          the town’s walls over Labour weekend
                                                                                                                            River Trails as you wind your way        days, art and church services.            each year. If you are visiting outside
                                                                              3      Whakapapa Ski Area                     through stunning native bush. All                                                  of the event dates, you can pick up a
                                                                                     Credit: Mt Ruapehu                     events finish at the Mangakino           Malcolm Flowers Insurances                copy of the Graffiato: Taupō Street Art
                                                                                                                            lakefront for a well-deserved swim       Taupō Winter Festival                     walking map from the Taupo i-SITE
                                                                              4      Walking Pureroa Forest Park            at the end of your race.                 July                                      and discover the rich collection for
                                                                                     Credit:                                                           A celebration of arts, community          your yourself.

                                                                                                                            Taupō Summer Concert                     and family. Run over four days, the
                                                                              5      Mountain biking the Great              January                                  festival programme is filled with         BDO Lake Taupō Cycle Challenge
                                            2.                     3.                Lake Trail                             Every year, Greenstone                   theatre, comedy shows and loads of        and Huka Challenge

                                                                                                                                                                                                                                                         REGION – TAUPŌ , NORTH ISLAND
                                                                                     Credit: Dave Mitchell                  Entertainment brings international       free family activities during the day.    November
                                                                                                                            artists to the iconic Taupō Summer       Perfectly placed in the July school       New Zealand’s premier cycling
                                                                              6      Huka Falls –                           Concert, held outdoors at the Taupō      holidays to make the most of winter in    event. From humble beginnings in
                                                                                     New Zealand's most visited             Amphitheatre. Set in the backdrop        the stunning Great Lake Taupō region.     1977 with just 26 participants, the
                                                                                     natural attraction                     of Lake Taupō and the beginning of                                                 Lake Taupō Cycle Challenge has
                                                                                     Credit:                  the Waikato River, the Amphitheatre      Sika Show and Competition                 grown into New Zealand’s premier
                                                                                                                            provides a spectacular setting for up    September                                 and largest cycling event, with
                                                                                                                            to 15,000 people to experience this      The largest annual outdoor show of        around 8,000 riders from across
                                                                                                                            event in Taupō.                          its kind in New Zealand, held at the      New Zealand and over 20 countries
                                                                                                                                                                     Great Lake Centre and Tongariro           across the globe taking part in the
                                                                                                                            Kellogg's Nutri-Grain IRONMAN            Domain, Taupō. More than 5,000            on-road and off-road rides each year.
                                                                                                                            New Zealand                              hunters and outdoors enthusiasts
                                                                                                                            March                                    visit the show each year for the latest   Taupō Christmas Classic
                                            4.                          5.                                                  The elite event of New Zealand           in hunting, fishing and outdoor-          Showjumping
                                                                                                                            endurance sport showcasing the           related products and services,            December
                                                                                                                            fittest and fastest triathletes in the   competitions and taxidermy.               New Zealand’s largest showjumping
                                                                                                                            world. Described as one of the most                                                event of the year. Join more than
                                                                                                                            beautiful IRONMAN courses in the         Jock Hobbs Memorial National              1,000 horses and their riders for four
                                                                                                                            world, more than 1,400 athletes          Under 19 Rugby Tournament                 days of showjumping, entertainment
                                                                                                                            battle it out over the 3.8km fresh       September                                 and shopping at the Fiber Fresh
                                                                                                                            water swim, 180km cycle and              400 players across 16 provincial          National Equestrian Centre,
                                                                                                                            42.2km run. Firmly established in        union teams from throughout New           10-minutes north of Taupō town.
                                                                                                                            Taupō since 1999, IRONMAN New            Zealand compete at this annual
                                                                                                                            Zealand showcases the best of            tournament held at Owen Delaney
                                                                                                                            New Zealand's outdoors and its           Park. This tournament has quickly
                                                                                                                            breathtaking scenery.                    become a launching pad for New
                                            6.                                                                                                                       Zealand’s most promising young
                                                                                                                                                                     rugby players and an integral part of
                                                                                                                                                                     the rugby calendar.

                                                                             The images displayed above are available for
                                                                             download through Helium – please ensure
                                                                             that you use the correct credits. Additional
                                                                             regional images are available on request.

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                                  Ruapehu –

Region – North Island

                                      AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island

                                           Highlights                                                                           Fast Facts                     Pillars

                                           Escape to Ruapehu and                       Top 10 key experiences
                                           you’ll arrive in a living                   1. Volcanic terrain
                                           landscape that’s home                       Explore volcanic wonderlands on the
                                                                                       Tongariro Alpine Crossing hike and
                                           to ancient rainforests,                     other local walks.
                                           active volcanoes, sacred                    2. Ski the volcano
                                           mountains, tranquil rivers,                 Hit the slopes of Mt Ruapehu,
                                           and two of our cherished                    New Zealand's largest ski area,
                                                                                       between June and October.
                                           national parks.
                                                                                       3. River kayaking
                                           Just half a day and a world away            Journey down the mystical
                                           from our biggest cities, this natural       Whanganui River by kayak.

                                           getaway welcomes you, whether               4. Walking tracks
                                           you’re bound for a luxury hotel or                                                                                   1                                                   2

                                                                                                                                                                                                                                                                           REGION – RUAPEHU, NORTH ISLAND
                                                                                       Enjoy walks through stunning
                                           local campsite, mountain lodge or           native forest.
                                           DOC tramping hut. Wherever you
                                           stay, you’ll enjoy easy access to           5. Cycle trails                                                         Natural Beauty                                      Diversity Year Round
                                           wilderness.                                 Cycle through ever-changing
                                                                                       landscapes along the Timber Trail
                                           With its wide range of alpine and
                                           on-water activities, this place caters
                                                                                       and Mountains-to-Sea cycle trails.       •   Website:                   Ruapehu is proudly home to two national parks
                                                                                                                                                               The Tongariro National Park to the east and the
                                                                                                                                                                                                                   A seemingly endless range of activities are
                                                                                                                                                                                                                   available in the region from snow sports
                                           to all levels, all year round. So whether   6. Rail Cart                       
                                                                                                                                                               Whanganui National Park to the west.                in the winter to kayaking in the summer,
                                           it’s an easy family walk to a clear         Take a Rail Cart along an historic
                                           mountain stream, Ruapehu snow-              disused railway line.                    •   Air New Zealand Airport:                                                       and walking, hiking, biking, rafting, alpine
                                                                                                                                                                                                                   sightseeing year round.
                                           sports, an awesome tramp around the                                                      1hr 30mins drive to
                                           mountain, an exhilarating mountain-         7. Military museum                           Taupō Airport
                                           bike ride through the beech forest          Delve into New Zealand's rich military
                                           or an inspiring journey down the            history at New Zealand's National
                                           Whanganui River, it’s brimming with         Army Museum.
                                           opportunities to connect with our           8. Afternoon tea decadence
                                           Greater Outdoors.                           Enjoy delicious high tea in
                                           Pause beneath the maunga – or               timeless elegance at the Chateau
                                           mountains – take in the wonder of           Tongariro Hotel.
                                           this unspoilt environment and you’ll        9. Jetboat
                                           quickly realise why it’s so revered by      Take a jetboat tour to the Bridge
                                           locals. Ruapehu’s mythology is as rich      to Nowhere in the Whanganui
                                           and alive as its dramatic geology.          National Park.
                                           It’s a place where nature inspires          10. Gondola rides
                                           you, just like it inspired a young          Take a scenic, state of the art
                                           Ed Hillary who first discovered his         gondola ride up Mt Ruapehu and
                                           lifelong passion for mountains here.                                                 Region Logo:
                                                                                       dine at the highest café in New
                                           Something magical happens when              Zealand year round.
                                                                                                                                                                3                                                   4
                                           you spend time in Ruapehu.
                                                                                                                                                               Cultural Importance                                 Family Time

                                                                                                                                                               The Tongariro National Park is the oldest in        Ruapehu is a place for families to spend quality
                                                                                                                                                               New Zealand and has dual world heritage status      time together doing the things they enjoy
                                                                                                                                                               due to its cultural and natural importance. The     without the distraction of constant noise.
                                                                                                                                                               Whanganui National Park is steeped in both Māori
                                                                                                                                                               and European history and is centred on the mighty
                                                                                                                                                               Whanganui River.

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Region – North Island

                                           Hero                                                                                 Key
                                           Images                                                                               Events

                                                                                                                                Tongariro Tussock Traverse              Mt Ruapehu ski areas
                                            1.                                 1      Bridge to Nowhere                         January                                 June
                                                                                      Whanganui National Park                   An alpine adventure running and         With state of the art snow-making the
                                                                                      Credit: Tourism New Zealand               walking event situated in the           North Island's popular Happy Valley
                                                                                                                                Tongariro National Park, a dual World   learners' area is all set to open at
                                                                              2       Tongariro Alpine Crossing                 Heritage area.                          the start of June. 2019 also sees the
                                                                                      Credit: Tourism New Zealand                                                       opening of the brand new Sky Waka
                                                                                                                                Ruapehu Express                         gondola at Whakapapa. Both sides
                                                                              3       Family in Ohakune with                    February                                of the mountain and all lifts are due
                                                                                      Mt Ruapehu in background                  The Ruapehu Express is a fresh          to open by late June and stay open
                                                                                      Credit: Visit Ruapehu                     new adventure style event that          through until October.
                                                                                                                                involves a mountain bike and
                                                                              4       Jetboat Whanganui River                   a separate trail run/walk in the        Peak to Powderkeg
                                                                                      Credit: Forgotten World Jet                                                       October

                                                                                                                                foothills of Mount Ruapehu.
                                                                                                                                                                        The Peak to Powderkeg is an iconic
                                           2.                           3.    5       Forgotten World Adventures                Ruapehu Ring of Fire                    four stage adventure race from

                                                                                                                                                                                                                     REGION – RUAPEHU, NORTH ISLAND
                                                                                      Credit: Forgotten World                   March                                   the top of Turoa Ski Area to the
                                                                                      Adventures                                An off-road running event               Powderkeg bar at the foot of
                                                                                                                                circumnavigating majestic               Mt Ruapehu. It’s a race steeped in
                                                                              6       Mount Ruapehu Ski                         Mt Ruapehu will challenge               history, fun and competition.
                                                                                      & Snowboard Winter                        competitors mentally, physically
                                                                                      Credit:                     and spiritually. Participants will be   Taumarunui Cycle Classic
                                                                                                                                treated to a mix of desert and lava     November
                                                                                                                                fields, stunning native bush, crystal   An annual lead up race 2 weeks prior
                                                                                                                                clear mountain streams as well as       to the popular Lake Taupō Cycle
                                                                                                                                breath taking climbs and expansive      Challenge consisting of 114kms of
                                           4.                      5.                                                           views of one of the most treasured      undulating, beautiful scenery on
                                                                                                                                landscapes of New Zealand.              smooth country roads.

                                                                                                                                T42 Central Plateau                     The Goat
                                                                                                                                May                                     December
                                                                                                                                Based around the famous and             This is an exhilarating adventure run
                                                                                                                                iconic 42 Traverse track, the T42       from Whakapapa to Turoa Ski Fields
                                                                                                                                Central Plateau offers spectacular      on the Round the Mountain track,
                                                                                                                                Mountain Biking and Trail Running       traversing the western slopes of
                                                                                                                                and Walking options.                    Mount Ruapehu.


                                                                             The images displayed above are available for
                                                                             download through Helium – please ensure that
                                                                             you use the correct credits. Additional regional
                                                                             images are available on request.

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