That’s the tagline for Venture Hawke’s Bay’s new campaign promoting tourism to the Bay. Go to www.everythingunderthesun.co.nz and you can see how TV advertising focused on the Wellington market aims to attract vacationing families to our region. Take a look at the animated commercial … BayBuzz would love to know what you think. Call your Wellington friends and ask if they’ve seen the TV spot.
I really like this tagline. It captures the broad appeal of Hawke’s Bay, which is plenty more than wine, after all (no offence intended to my wine biz friends).
Here’s what Michael Wan, VHB’s marketing guy, says: “The campaign tagline ‘Everything Under the Sun’ was developed as part of a long term strategy. It is our intention to not only use it throughout this 12 month campaign programme (both phases) but to evolve it over the next 3 years. It was designed in such a way that we are able to leverage it across the other sectors we’re involved in, i.e. events, conferences, and even business. It is in no way designed to replace the Hawke’s Bay Wine Country brand. It works alongside this in a complimentary way.”
Hmmm … I’m not so sure about that. Given the intense politics surrounding local branding around here, I guess we’ll need to get used — for awhile at least — to the confusion of having both a “brand” (Wine Country) and a “tagline” (Everything Under the Sun).
To its credit, the wine biz was the first to realise that the uber-brand was the region itself. They moved opportunistically to lay claim to Hawke’s Bay … hence “Hawke’s Bay Wine Country.” Certainly that evokes warm and pleasant sensations, as a good brand should, but it doesn’t particularly sell Splash Planet, art deco, trout fishing, excellent schools or business opportunity. Maybe “Hawke’s Bay … Everything under the sun” with its wider connotations and three years of promotion will turn out to have even more appeal.
By intent or not, a contest has begun. Let the best brand win.
In any event, Venture Hawke’s Bay has put the first installment of a $200,000 domestic marketing campaign on the table, plus a re-designed 2010 Visitor Guide, and a new robust and full-featured Hawke’s Bay website at www.hawkesbaynz.com. Good on them. They’re doing what they are supposed to do.
Imagine Venture Hawke’s Bay as filling one of those multi-teat calf feeders, and think of Hastings, Napier, Wairoa and CHB as the calves …does that help you picture how it’s supposed to work?
It all looks well-conceived. But it’s results that count … in this case, more visitors to the region (not just ad impressions, number of brochures printed, e-newsletter sign-ups, or website pageviews … although these are indicators to watch). While the overall marketing effort needs to be sustained for real impact, we’ll soon see if this campaign is gaining any traction and “moving the needle” as they say. Count on BayBuzz to follow-up.