Strategy in Action!
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Strategy in Action!
22 August 2018


TCO will soon be introducing a new look and feel to its marketing efforts. The key elements of the creative strategy were shared with our  tourism partners during our recent operator workshops.  The new creative will provide us with a strong set of design standards - including a new photo library - and style guidelines for the kind of language that we will use to project the Central Otago personality.  These design standards will be rolled out across all our visual and communication assets - from brochures and maps to websites and print advertising.  

We are currently in the final stages of this project and look forward to being able to share the work with you all very soon.   The real power in all of this will come from as many of our partners as possible working with the new creative so that we can really amplify our presence in our target markets.

The team are already starting to utilise some of the language concepts linking these back to our target personas for media. This has had some great feedback.  An example being this comment we received from Adam Shirra South Island Manager for Go Travel New Zealand:

“Think we have a winner.... that's by far and away the best write-up I've received this year - beautifully written, you can really visualise each stage of the journey…… “  



TCO recently signed up as a member of Conference and Incentives New Zealand (CINZ). The tourism strategy identified that the timing is right for Central Otago to grow, develop and attract events that have a strong fit with the region and that resonate with what we like to call our ‘unfakeable assets’ based on encouraging events that sit outside our peak visitor season and that disperse across the region.

We have had some success with our i-Site teams bidding for and securing some small to medium conferences – particularly at shoulder or off peak times. Membership of CINZ will mean we can tap into their professional resources and network with a much wider reach. If you would like to know more – contact Nick Lanham.  



The second edition of Eat.Taste.Central is set to run from 14 September to 22 October as part of TCO's Food & Wine activity. We are excited to have the support of MiNDFOOD Media as an event partner for this year. This new partnership helps to extend the national reach for the campaign and potential exposure for participating businesses.

In 2018 Eat.Taste.Central will highlight 22 venues and 39 menu items from across the district. The full Regional Menu will be released online and in print during the first week of September.

Make sure to share details of Eat.Taste.Central with your customers, and of course get out and taste some of the fantastic dishes on offer yourselves.

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