Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
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Regional Brand
The stories of New Zealand
Toolkit
VERSION 3.0 / 2019
VERSION 3.0 / 2019 Regional Brand Toolkit The stories of New Zealand
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
1
International Marketing
Alliances (IMAs) Regions
Northland
– 04
KKE
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
Taupō
– Hamilton/Waikato – Christchurch & Canterbury
– 40
Tairāwhiti
– Rotorua – West Coast ROT
Gisborne
Taranaki
– Taupo- – Kaikoura – 58
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
TUO GIS
– 52
– Ruapehu NPL
Southern Lakes Hawke's Bay
Ruapehu NPE
Pacific Coast Highway – Wanaka – 46 – 64
PMR
– The Coromandel – Queenstown
Nelson Tasman Whanganui Palmerston North
– Bay of Plenty – Fiordland
– 106 – 70 Manawatu
– Hawke's Bay NSN – 76
WLG
– Tairāwhiti Gisborne Pure Southern Land Marlborough BHE Wairarapa
– Dunedin – 94 – 82
Wellington
Western North Island – Southland
– 88
– Whanganui – Waitaki West Coast HKK
– 124
Kaikoura
– Taranaki – Clutha
– 100
– Manawatu Wanaka CHC
– 136 Christchurch & Canterbury
– 112
Wellington & Wairarapa Queenstown
TIU
Timaru
– Wellington – 142 – 118
– Wairarapa Mackenzie Region
Fiordland ZQN
Waitaki (Oamaru)
– 130
– 148
– 154
DUD
Central Otago
IVC
– 160
Southland Dunedin
– 178 – 166
Clutha
– 172
South Island
Air New Zealand Airport
2 3
REGION – NORTHLAND, NORTH ISLAND
5
Journey
north.
Northland
Region – North Island
4
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island
Northland
Marketing
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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,
northlandnz.com 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.
6 7
Region – North Island
Northland
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
January
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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.
6.
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
REGION – AUCKLAND, NORTH ISLAND
11
adventures.
contrasts.
Exciting
Endless
Auckland
Region – North Island
10
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island
Auckland
Marketing
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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
aucklandnz.com/visit 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.
12 13
Region – North Island
Auckland
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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
REGION – THE COROMANDEL, NORTH ISLAND
17
your soul.
Good for
The Coromandel
Region – North Island
16
AIR NEW ZEALAND – REGIONAL BRAND TOOLKITRegion – North Island
The Coromandel
Marketing
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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 thecoromandel.com 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 19Region – 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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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.
6.
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 21Region – North Island
Waikato
Middle-earth
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
movie magic
REGION – WAIKATO, NORTH ISLAND
and
underground
wonders.
22 23Region – North Island
Waikato
Marketing
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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
formations.
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 waikatonz.com 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 25Region – North Island
Waikato
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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.
Tourism
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.
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.
26 27REGION – BAY OF PLENTY, NORTH ISLAND
29
Experience
of Plenty.
the Bay
Bay of Plenty
Region – North Island
28
AIR NEW ZEALAND – REGIONAL BRAND TOOLKITRegion – North Island
Bay of Plenty
Marketing
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
AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
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 bayofplentynz.com
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 31Region – 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
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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.
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images are available on request.
32 33REGION – ROTORUA, NORTH ISLAND
35
Find your
element.
Rotorua
Region – North Island
34
AIR NEW ZEALAND – REGIONAL BRAND TOOLKITRegion – North Island
Rotorua
Marketing
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.
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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 rotoruanz.com 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 37Region – North Island
Rotorua
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
3.
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
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February
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.
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download through Helium – please ensure that
you use the correct credits. Additional regional
images are available on request.
38 39REGION – TAUPŌ , NORTH ISLAND
41
Love Taupō.
this place.
Love
Taupō
Region – North Island
40
AIR NEW ZEALAND – REGIONAL BRAND TOOLKITRegion – North Island
Taupō
Marketing
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
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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,
lovetaupo.com 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.
42 43Region – North Island
Taupō
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: lovetaupo.com 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: lovetaupo.com 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: lovetaupo.com A celebration of arts, community your yourself.
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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: lovetaupo.com 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.
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download through Helium – please ensure
that you use the correct credits. Additional
regional images are available on request.
44 45REGION – RUAPEHU, NORTH ISLAND
47
Ruapehu –
outdoors.
greater
our
Ruapehu
Region – North Island
46
AIR NEW ZEALAND – REGIONAL BRAND TOOLKITRegion – North Island
Ruapehu
Marketing
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.
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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 visitruapehu.com
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.
48 49Region – North Island
Ruapehu
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
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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: mtruapehu.com 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.
6.
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you use the correct credits. Additional regional
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50 51You can also read
