District brand promotion, pride hopes

A brand for the Gore district was unveiled last night, with hopes it will become a powerful tool for promoting the area and building pride in the community.

The new logos - one for the Gore District Council and the other for the district itself - and the Rural City Living brand, were launched last night at a function at the Thomas Green restaurant.

While the launch was under way, council contractors worked into the night to put up 90 street flags in Gore and Mataura, and boundary signs at the state highway entrances to the district, promoting the new brand.

Council chief executive Stephen Parry said the rebranding of the council in line with the district's new brand was a logical move.

The development of the brand and logos by Dry Crust Communications, from concepts provided by the council, cost about $15,000.

The council avoided promoting one specific aspect of the district, such as fishing or country music, to allow the brand to be applied across all sectors, Mr Parry said.

Gore Mayor Tracy Hicks said was the first time the district had been branded. It was an ''ideal vehicle'' to promote economic development, and would bring cohesion to the marketing of the area's events, services and attractions, he said.

''We are a rural area with a lifestyle to match but have facilities and events you would expect to find in a city,'' Mr Hicks said.

The launch was timed to coincide with two events, Southern Field Days - which is on next week - and an exhibition of contemporary Chinese art.

Mr Parry said the Gore district brand would be free for businesses and organisations to use. However, quality and consistency were ''vital'', and the council was developing brand guidelines and a toolkit for those who wanted to become brand partners.

Adoption of the brand across all of the council's services and activities would be staged, Mr Parry said.

- helena.dereus@odt.co.nz