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History/Brand
The Hawke’s Bay Wine Country Brand
The new millenium saw the group develop the Hawke's Bay Wine Country brand, which has emerged from the clutter in the market place and is cutting through historical barriers in the region. Business and community alike have embraced the brand proving the vision of regional co-operation is more than just rhetoric. The sun icon incorporates the regional brand values - particularly art deco, food, wine and lifestyle.
The brand can be seen in many places across the region, including:
- Gateway signage into the region and major centres
- Regional publications and regional websites
- Branded crates exporting produce to external markets
- Branded flags flying outside businesses
- Artisan food producers displaying the Food Trail brand
- Artists and galleries displaying the Art Trail brand
- Wineries displaying the Wine Trail brand
- Auckland & Wellington Consumer Food Shows
- TRENZ Annual International Tourism Tradeshow
- Local i-Sites
- Regional Promotional Merchandise
- Regional Transport Providers
- Regional Airport Signage
Who owns the Hawke’s Bay Wine Country Brand?
The Hawke's Bay Wine Country Brand Trust was set-up as a partnership by Hawke’s Bay Wine Country Tourism Association (HBWCTA)and Venture Hawkes’ Bay (formerly Hawke’s Bay Incorporated) and this trust now has full ownership of the Hawke’s Bay Wine Country brand.
There are four trustees, two appointed by HBWCTA and two by Venture Hawke’s Bay. The current trustees (2009-2010) are:
- Hugh Hamilton
- Charlotte Orr
- Neil Kirton
- John Cocking
Management of the brand and its use on an operational, day-to-day basis is the responsibility of HBWCTA and Regional Marketing utilising the brand is the role of Venture HB.
Brand Use
Members of HBWCTA are entitled to use the regional brand to assist them to promote their business. On occassion other conference and event managers are also given approval to use the brand to help them promote attendance at their events to potential attendees from outside the region.
A set of Brand Use Guidelines has been developed and must be adhered to when using the brand to maintain the brand's integrity.
