Central Otago needs to "connect the dots" to further develop its identity, the Central Otago District Council heard last week.
Brian Richards, a brand strategist employed by the council, had looked at ways the region could boost its identity and develop the World of Difference brand.
He said one thing that could be done better was to create experiences unique to the Central Otago region. This could be done by business collaborations with tourism, for example combining cycle tours with wine and orchard tastings.
"Produce and tourism are the things that drive the local economy ... Can we establish Central Otago as New Zealand's biggest cycle tourism destination?"
Other recommendations included developing a series of tastefully branded rest areas which would provide information on the area; making a short film to promote the region in art house cinemas; creating a collaborative e-commerce website; further developing the World of Difference website; and introducing the regional values developed with the brand into schools to help build a greater sense of pride.
Consistency and coherency across all brand users was also needed, Mr Richards said.
The World of Difference brand was launched on November 22, 2005.
By the end of 2006, 37 business and community groups had registered as brand users.
There are now 151 registered users.
The biggest category of brand users is tourism, the second food and wine, and the third is community groups.
