Regional Brand Toolkit - The stories of New Zealand - Tourism Export Council
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Regional Brand The stories of New Zealand Toolkit VERSION 3.0 / 2019 VERSION 3.0 / 2019 Regional Brand Toolkit The stories of New Zealand
Welcome to the third edition of the Regional Brand Toolkit At Air New Zealand I’m pleased to share with you the revised version of the Regional Brand Toolkit featuring a number our core purpose of updates to regions which have undergone a is to supercharge brand refresh, or which have made substantial New Zealand’s success changes to their brand proposition, positioning or right across our great direction over the last year. country – socially, We play a key role in stimulating visitor demand, environmentally and growing visitation to New Zealand year-round economically. This is and encouraging visitors to travel throughout the about making a positive country. It’s therefore important we communicate AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT impact, creating each region’s brand consistently across all our sustainable growth communications channels. and contributing This toolkit has proven to be a valuable tool for to the success of Air New Zealand’s marketing teams, providing New Zealand’s goals. inspiring content and imagery which we use to highlight all the regions which make our beautiful country exceptional. We’re committed to showcasing the diversity of our regions and helping to share each region’s unique story. And we believe we’re well placed to do this through our international schedule timed to connect visitors onto our network of 20 domestic destinations. Thank you to the Regional Tourism Organisations for the content you have provided and for the ongoing work you’re doing to develop strong and distinctive brands for your regions. Christopher Luxon Chief Executive Officer 1
International Marketing Alliances (IMAs) Regions Northland – 04 KKE North Island IMAS South Island IMAS North Island WRE Northland & Auckland Nelson Tasman & The Coromandel – Northland Marlborough Auckland – 16 – Auckland – Nelson Tasman – 10 – Marlborough AKL Bay of Plenty Waikato – 28 Thermal Explorer Highway Rotorua – 22 HLZ – 34 & Volcanic Loop Canterbury & West Coast TRG Taupō – Hamilton/Waikato – Christchurch & Canterbury – 40 Tairāwhiti – Rotorua – West Coast ROT Gisborne Taranaki – Taupo- – Kaikoura – 58 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT TUO GIS – 52 – Ruapehu NPL Southern Lakes Hawke's Bay Ruapehu NPE Pacific Coast Highway – Wanaka – 46 – 64 PMR – The Coromandel – Queenstown Nelson Tasman Whanganui Palmerston North – Bay of Plenty – Fiordland – 106 – 70 Manawatu – Hawke's Bay NSN – 76 WLG – Tairāwhiti Gisborne Pure Southern Land Marlborough BHE Wairarapa – Dunedin – 94 – 82 Wellington Western North Island – Southland – 88 – Whanganui – Waitaki West Coast HKK – 124 Kaikoura – Taranaki – Clutha – 100 – Manawatu Wanaka CHC – 136 Christchurch & Canterbury – 112 Wellington & Wairarapa Queenstown TIU Timaru – Wellington – 142 – 118 – Wairarapa Mackenzie Region Fiordland ZQN Waitaki (Oamaru) – 130 – 148 – 154 DUD Central Otago IVC – 160 Southland Dunedin – 178 – 166 Clutha – 172 South Island Air New Zealand Airport 2 3
REGION – NORTHLAND, NORTH ISLAND 5 Journey north. Northland Region – North Island 4 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Northland Marketing Highlights Fast Facts Pillars Spectacular yet diverse Top 10 key experiences coastlines, marine 1. Ma-ori culture & history reserves, kauri forests, Visit New Zealand’s most important historic site, the Waitangi Treaty and and two oceans that collide Te Kōngahu Museum of Waitangi. make Northland – New 2. Kauri forests Zealand’s northernmost Walk among ancient kauri forests subtropical region – an – home of Tāne Mahuta, the largest kauri known to stand today. unmissable destination. 3. Top of New Zealand North of Auckland, Northland’s longer See the Pacific Ocean and Tasman summers and milder winters attract Sea collide at Cape Reinga, the AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT thousands of visitors year-round. northernmost point of New Zealand. REGION – NORTHLAND, NORTH ISLAND Not only is Northland beautiful, it’s also a place of deep cultural and 4. Bay of Islands 1 2 A range of marine activities and historical significance, where New adventures await in the Bay of Islands. Zealand’s two peoples came together, Ancient Living Forests Contrasting Coastlines Māori and Pakeha. The east coast 5. Subtropical diving dominated by sparkling harbours, Spend a day at the Poor Knights Explore ancient kauri forests, walk amongst Journey the sheltered coves and harbours long stunning stretches of white sand beach and sheltered bays Islands Marine Reserve, enter Riko Riko (the world’s largest sea cave) or • Website: living giants. of the east coast; gather kaimoana, dive, northlandnz.com swim, sail, snorkel or surf. Experience the wild contrasts with the rugged, soulful dive one of the many wreck dives. west coast; shipwrecks, the solitude of empty and unspoiled coastline of the west coast. The Bay of Islands is an aquatic 6. Hokianga Harbour • Air New Zealand Airports: beaches, and salt spray on your face. More than 1,000 years ago the great Kerikeri Airport, Bay of Islands mecca, and the Poor Knights off the explorer Kupe arrived in New Zealand. Whangarei Airport Tutukaka Coast has been rated by The Hokianga was one of the first dive expert Jacques Cousteau as one points of Māori and European contact, of the top-ten dive sites in the world. and is an area of cultural significance. In a region with some of New Zealand’s most recognised visitor 7. Hikes & walking trails icons and attractions, Northland also Explore Northland by foot on the has lesser travelled roads that are many walking tracks and trails, all with equally worth a visit. Get off the main views that will take your breath away. route and enjoy Northland’s road- 8. Sandboarding based Byway Journeys for people Sandboard down the giant dunes wanting to discover our hidden gems. in the Hokianga, or further north at The Pou Herenga Tai Twin Coast Te Paki, overlooking 90 Mile Beach. Cycle Trail is another way to journey 9. Idyllic waterfalls through Northland. Enjoy diverse and Be captivated by the picturesque stunning scenery with magnificent Whangārei Falls (Otuihau) and views, native bush, suspension bridges, waterfalls, beautiful Rainbow Falls in Kerikeri. 3 4 streams, lakes, estuaries, harbours, 10. Markets boardwalks, disused train corridors Northland is a market-lovers dream Northern Subtropical Pathway Māori Living Today and tunnels. with weekend markets showcasing fresh locally-grown produce, artisan foods, craft beverages, and arts Region Logo: Journey to New Zealand's northern-most Discover Kupe, the first of the Polynesian and crafts. point where oceans collide and spirits depart Explorers and encounter Māori lifestyles of today. for home. 6 7
Region – North Island Northland Hero Key Images Events Waipu Highland Games Te Houtaewa Challenge, 1. 1 Maia January 90 Mile Beach Run Credit: Sara Orme One of the most iconic events in all April of Northland and the largest Highland The world’s only ultramarathon run 2 Paddleboarder, Poor Knights Games in New Zealand. entirely on the beach, honouring the Credit: David Kirkland Māori legend of the great athlete Nga-puhi Festival Te Houtaewa. 3 Hokianga wharf couple January Credit: David Kirkland Hosted by Te Rōnangā Ā Iwi O Tutukaka Winter Festival Ngāpuhi, the Ngāpuhi Festival August – September 4 Tāne Mahuta is Northland’s largest free From the iconic Polar Bear Surf Credit: David Kirkland entertainment, food, arts, crafts and Classic, the Ping Pong prize fight, community event. fishing competitions for kids and 5 Te Paki Coastal Track AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT adults, stand up paddle-boarding and Credit: David Kirkland Waitangi Day a raft race to New Zealand’s toughest REGION – NORTHLAND, NORTH ISLAND February open ocean downwind paddling event 6 Cape Reinga, where two New Zealand’s national day. and Boutique Beer Festival. 2. 3. oceans collide Celebrating the first signing of Credit: David Kirkland the Treaty of Waitangi. Ceremony, Bay of Islands Walking Weekend music, culture and activities for the October whole family. Over two and a half days there are 22 walks to choose from, all walks Northland Agriculture leave from Russell. Field Days March Coastal Classic Annual Yacht Race The second largest agricultural Auckland – Russell event in New Zealand taking place October in Dargaville. New Zealand’s premier fleet yacht race. 4. 5. 6. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 8 9
REGION – AUCKLAND, NORTH ISLAND 11 adventures. contrasts. Exciting Endless Auckland Region – North Island 10 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Auckland Marketing Highlights Fast Facts Pillars Auckland, New Zealand’s Top 10 key experiences largest city, is naturally 1. Climb a volcano beautiful and a place of Take in the stunning panoramic views from some of 48 volcanic cones. exciting contrast and 2. Escape to an island endless adventures. A huge range of experiences for nature lovers, water babies, thrill Home to 1.5 million people, Auckland seekers and wine connoisseurs. is a melting pot of rich diversity. In the heart of the city, you’ll find yourself 3. Get out on the water looking out towards emerald waters With the sea on the city’s doorstep, and dormant volcanoes. kayaking, sailing, jet boating and fishing are some of the ways to AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT It’s a stunning natural playground with enjoy it. plenty of adventure on offer. Fine food REGION – AUCKLAND, NORTH ISLAND and wine, spectacular arts and events 4. Enjoy the beach life 1 2 – you’ll find it all here. Surf the waves on the west coast, with its black-sand beaches, or relax on Restaurants, rooftop bars, art white sand beaches and swim in clear Food and Wine The Great Outdoors galleries, museums, designer waters on the east coast. boutiques, world-class vineyards, and With hundreds of amazing restaurants and You’ll find the best of both worlds in Auckland, stunning scenery – what’s not to love. Just 40 minutes from the city centre, 5. Taste Auckland From modern New Zealand dishes to • Website: cafes, exciting food tours and experiences with beautiful regional parks and beaches all aucklandnz.com/visit and three distinctive wine regions, you’ve got so close to the city centre. Discover spectacular you could be on an island in the worldwide cuisine, there is something plenty of options on the table. walking tracks and stunning white and black Hauraki Gulf, walking through pristine native forest, sampling fine wines at for every taste. • Air New Zealand Airport: sand beaches. 6. Explore a wine trail Auckland Airport a boutique vineyard, or exploring the wild west coast beaches. With three distinctive wine regions, Auckland is a wine lover’s paradise. 7. Discover Auckland’s arts, culture & history Home to 200 different ethnic communities, this diversity makes the city’s art, culture and history so fascinating. 8. Press play Base jump off the Sky Tower, see the city sights on a Harley Davidson motorbike, or zipline over native forest. 9. Get up close to the wildlife Head out on the Hauraki Gulf to see dolphins and whales, or swim, 3 4 snorkel and dive at Goat Island Marine Reserve. Island Escapes Arts and Culture 10. Make tracks Region Logo: With regional parks so close to Explore Auckland's magnificent Hauraki Gulf & Discover world-class exhibitions at the the city, it’s easy to explore some Islands. The jewel of the gulf is Waiheke Island, beautiful Auckland Museum, wander of the many mountain biking and a haven of vineyards, golden sand beaches and through more than 15,000 traditional and walking tracks. fine dining, just a 40-minute ferry ride from contemporary artworks at Auckland Art Gallery downtown Auckland. Climb Rangitoto Island to or combine beautiful scenery and art at one of the summit for an incredible 360 degree view the region’s outdoor sculpture parks or trails. of the Hauraki Gulf & Islands and city. 12 13
Region – North Island Auckland Hero Key Images Events ASB Classic ITM Auckland SuperSprint 1. 2. 1 Viaduct Harbour, January September Central Auckland Catch international tennis talent Experience the thrill of being Credit: ATEED setting fire to the court; enjoy live trackside as Australian and New music acts and food from some of Zealand Supercars drivers go 2 Wine tasting at Mudbrick Auckland’s best pop-up restaurants. head to head in this action-packed Vineyard and Restaurant, motorsport event. Waiheke Island Splore Music and Arts Festival Credit: ATEED February ASB Auckland Marathon This unique outdoor summer festival October 3 Muriwai Beach, combines art, culture and live music Be part of New Zealand's biggest West Auckland in a beautiful beachside setting – and and most iconic running celebration. 3. 4. Credit: ATEED kids are welcome. There are five race distances from 3k to full Marathon, plus you get to AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT 4 Sculptureum, Matakana, Auckland Lantern Festival check out the spectacular views of REGION – AUCKLAND, NORTH ISLAND North Auckland February Auckland as you run over Auckland's Credit: ATEED Walk among hundreds of handmade Harbour Bridge. outdoor lanterns and see live music 5 Matakana Village Farmers and dance performances to celebrate Market, North Auckland Chinese New Year. Credit: ATEED Pasifika Festival 6 Dark Sky Sanctuary, March 5. 6. Great Barrier Island Join the world’s largest celebration Credit: ATEED of Pacific culture, with live music and dance, markets and traditional food. 7 Infinity Pool, Delamore Lodge, Waiheke Island Credit: ATEED 8 View of Rangitoto Island Credit: ATEED 9 Kayaking, Waiheke Island 7. 8. Credit: ATEED 10 Ponsonby Central, Central Auckland Credit: ATEED 9. 10. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 14 15
REGION – THE COROMANDEL, NORTH ISLAND 17 your soul. Good for The Coromandel Region – North Island 16 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island The Coromandel Marketing Highlights Fast Facts Pillars As a place where Kiwis Top 10 key experiences holiday, The Coromandel’s 1. Cathedral Cove iconic coastline reveals Discover the beauty of the cove by boat or kayak, or make the short walk hundreds of natural from Hahei. hideaways. 2. Hot Water Beach At low tide, families, kids and couples Imagine 400km of coastline can dig their own spa pools in the surrounding a mountain range sand – a truly unique Kiwi experience. cloaked in sub tropical forest. 3. Karangahake Gorge Endless golden beaches and hidden A walker’s paradise, with walkways bays to enjoy. Walking tracks and and old tunnels where you can AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT cycle trails to explore. All just one REGION – THE COROMANDEL, NORTH ISLAND discover the rich history. hour down the road from New Zealand’s largest airport and city. 4. The Pinnacles 1 2 Located in the Kauaeranga Valley, Charming old-world towns and this walk offers panoramic views of intriguing relics in the rugged hills The Coromandel. Where Kiwis Holiday Golden Heritage connect you to the past and its people. 5. Whenuakura (Donut) Island Inspiring landscapes attract many Whether you’re heading for the campground, bach Discover the relics and stories of those talented artisans, whose studios and Take a guide to find the hidden entry and marvel at the amazing rock • Website: or something more glamorous – endless summer who came before, and come away with a deeper workshops are hidden in the green thecoromandel.com barbeques, fishing expeditions, bush walks to understanding of the people and this place. formations in the inner lagoon. valleys. Creativity and originality swimming holes, and picnics at the beach await you. abound, making this the ideal place to 6. Coromandel Coastal Walkway • Air New Zealand Airport: recharge your senses. Traversing the remote northernmost 1hr 15min drive to point of the peninsula with Auckland Airport Get away from it all and find out why spectacular coastal vistas, this is The Coromandel is good for your soul. an easy day walk. 7. Hauraki Rail Trail Following old railway lines between five historic goldmining towns, this is one of New Zealand’s easiest Great Rides. 8. Te-Whanganui-a Hei Snorkel or dive on the reefs and islands, or take a boat and explore the magnificent volcanic coastline. 9. New Chum Beach Hidden away from the masses and rarely explored ‘New Chum Beach’, has been voted as one of the world's 3 4 top 10 beaches. 10. Seabird Coast Region Logo: A Simple Way of Life Essentially Homegrown An important wintering ground for up to 20,000, this coast hosts more than 49 different migratory bird species. Kiwis are at their best when they are on holiday The bohemian nature of locals is embodied in The Coromandel. Take a break, slow down and in their sustainable hunter-gatherer lifestyle reconnect with life as it should be. and shared through their artisan produce, whimsical crafts and fine arts, and relaxed warm hospitality. 18 19
Region – North Island The Coromandel Hero Key Images Events Highland Games & Tattoo Trail Trilogy 1. 1 Cathedral Cove February September Credit: Legend-Photography The Sounds & Soul of Scotland Flat out fun! Through 6 towns returns to Paeroa for the annual across the Hauraki Rail Trail. 2 Get Away From It All, Highland Games! Whether there’s The Trail Trilogy courses include The Pinnacles a bit of Scot in you or not, this is a all the popular running and walking Credit: Talman Madsen great day of entertainment in the distances while maximising usage picturesque Paeroa Domain. of the Hauraki Rail Trail. 3 Owharoa Falls on the Hauraki Rail Trail Leadfoot Festival Whitianga Scallop Festival Credit: Andy Belcher February September 2. The Leadfoot Festival is a unique This weekend feast showcases the 4 The fishing is good on weekend bringing together a mix of finest fresh scallops prepared in The Coromandel AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT classic cars, vintage motorcycles and novel ways by celebrity chefs, to the REGION – THE COROMANDEL, NORTH ISLAND Credit: The Coromandel motorsport legends. Limited tickets backdrop of the tranquil Whitianga will be offered to the general public harbour and grooving Coro sounds. 5 Woodstock Battery, with an invitation to Rod Millen’s Karangahake Gorge private grounds at Leadfoot Ranch. K2 Cycle Race Credit: Andy Belcher October Beach Hop The toughest one day cycle challenge 6 The Coromandel March in the Southern Hemisphere, this 3. Credit: Logan Dodds The popular seaside holiday resort race attracts both international and of Whangamata throbs with the New Zealand riders who appreciate sounds of thousands of classic cars the physical challenge with the and rock and roll bands during this spectacular scenery, a circuit of the week-long extravaganza of vintage peninsula delivers. cars and motorcycles, fifties fashion, hot rods, dragsters and dancing. Steampunk the Thames The Coromandel's largest event November and the biggest little car show in the This festival of the arcane and Southern Hemisphere. thaumaturgic arts cranks up a head of steam with an action packed, fun-filled weekend of high energy hoopla for grownups and young people alike. 4. 5. 6. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 20 21
Region – North Island Waikato Middle-earth AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT movie magic REGION – WAIKATO, NORTH ISLAND and underground wonders. 22 23
Region – North Island Waikato Marketing Highlights Fast Facts Pillars Welcome to the Waikato – Top 10 key experiences famous for Middle-earth 1. Middle-earth movie magic, underground Experience a slice of Middle-earth Movie Magic at Hobbiton™ Movie Set. wonders, legendary surf 2. Hamilton Gardens beaches and the iconic Get lost exploring the award-winning Waikato River. Hamilton Gardens. 3. New Zealand's Longest River The mighty Waikato, and its Walk, cycle, kayak or cruise down metropolitan hub of Hamilton, is New Zealand’s longest river, the situated in the central North Island. Mighty Waikato River. The area is renowned for natural AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT beauty, powerful history, out-of-this- 4. Waitomo Caves world experiences, sporting prowess, Discover the subterranean world of 1 2 REGION – WAIKATO, NORTH ISLAND business innovation, and creativity. Waitomo with its twinkling galaxies of glowworms and limestone cave Outdoor enthusiasts are spoilt for formations. choice with a range of great walking, Middle-earth Movie Magic Underground Wonders hiking and cycling trails. Not to 5. Food & Beverages mention the west coast black-sand Sample some gourmet icecream or In the heart of Waikato's countryside, quietly hidden Waitomo is the stuff of legends, and a 'must-do' surf beaches of Raglan which provide world class left hand surfing craft beer in Hamilton City. • Website: behind green rolling hills, is a place unlike any other – item on everyone's bucket list. Millions of years 6. Surfing waikatonz.com Hobbiton™ Movie Set; the permanent set created for in the making, the Waitomo Caves are a world- breaks, and a variety of other water Try your hand at surfing in the the The Lord of the Rings and The Hobbit Trilogies. famous underground playground of glowworms, sport options. world-famous surf town of Raglan. • Air New Zealand Airport: Take a tour and sample the exclusive brews at The black water rafting and abseiling. Winding its way through the region Hamilton Airport Green Dragon. is New Zealand’s longest river, the 7. Arts & Culture mighty Waikato, providing ample Explore Hamilton City’s arts and opportunity for kayaking, cruising, cultural scene. fishing and jet boating, especially on 8. Bike & Hike Trails the river’s picturesque hydro lakes. Cycle one of the region’s Great Rides World-class attractions for visitors or hike to one of the many stunning include the subterranean wonder of scenic vistas. the Waitomo Caves, the middle- earth movie magic of Hobbiton™ 9. Wildlife Sanctuary Get up close to some native wildlife at Movie Set and Hamilton Gardens Sanctuary Mountain Maungatautari. – a collection of themed gardens telling the stories of different 10. Underground Adventures civilisations throughout time. Challenge yourself to some And then there’s the food – it’s a underground adventure with foodie’s paradise here. The region abseiling, ziplining and blackwater is full of artisan producers with rafting in Waitomo. delicious creations including world- 3 4 class cheese, decadent ice-cream, organic fruits and gourmet breads, renowned restaurants, boutique Legendary Surf Beaches Award-winning Gardens breweries and more. Region Logo: Always far from the ordinary, this is The seaside township of Raglan is a mecca for The Hamilton Gardens are made up of over a magical region of villages to play, surfers and those wanting to get out on the water. 18 beautifully landscaped gardens each telling connect, relax and explore in. The black-sand beaches are revered by sun- the story of gardens through themed collections A welcoming place where the people seekers and the harbour is loved by those keen to from difference civilisations. keep it real – and the experiences cruise, kayak, kite-surf or stand-up paddleboard. become unreal. 24 25
Region – North Island Waikato Hero Key Images Events Hobbiton™ Movie Set Soundsplash Balloons Over Waikato Equidays 1. 1 Credit: Hobbiton Movie Set January March November With several stages, a myriad of Anyone looking skyward in the Held in the heart of the equestrian Waitomo Glowworm Caves market stalls, fun and informative Waikato region is likely to be rich region of Waikato, Equidays holds 2 Credit: Hamilton & Waikato workshops, kids and chill zones, rewarded with the sight of brightly exhibitions, demonstrations, clinics Tourism Soundsplash is a festival that caters coloured hot-air balloons floating and training sessions that cover all for the whole family, in an event which overhead as part of the hugely areas of equine. With the variety Hamilton Gardens has everything you could want to successful five-day Balloons Over of exhibitions and shows planned, 3 Credit: Hamilton & Waikato experience over the Kiwi summer! Waikato, the premier ballooning demonstrating the disciplines of Tourism festival in New Zealand which draws vaulting, dressage, horsemanship, HSBC NZ Sevens balloons, pilots and enthusiasts jumping and more; there is sure to be Waitomo Adventures January from around the world, attracted something for everyone, from those 4 Credit: Hamilton & Waikato Hamilton City is set to host the by its meticulous planning, friendly who live and breathe equine to those welcome and ideal flying conditions. just discovering their passion for the AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT 2. 3. Tourism New Zealand leg of the HSBC World Rugby Sevens Series again in 2020. industry. Raglan With a rich rugby heritage, Hamilton Waitomo Trail Run REGION – WAIKATO, NORTH ISLAND 5 Credit: Hamilton & Waikato and the wider Waikato region will come April The Taniwha Tourism alive with Sevens rugby action. With With a variety of courses to choose November an array of great events happening from, participants will have the This challenging yet achievable event Hamilton around the tournament, it’s sure to be chance to explore surreal karst- celebrates and utilises the Waikato 6 Credit: Hamilton & Waikato another action-packed weekend. studded landscapes, caves, native River Trails – a point to point event Tourism bush, vibrant working farms, tunnels, that will offer individuals and teams Hamilton Gardens Arts Festival canyons and glowworms on this of all ages, abilities and levels of February unique trail running event. fitness, the opportunity to run/walk or SKYCITY Hamilton 4. 5. 7 Credit: Hamilton & Waikato What has now become an iconic mountain bike these amazing trails in open-air summer festival for the Fieldays a major participation event. Tourism city, the Hamilton Gardens Arts June Festival combines a plethora of The National Agricultural Fieldays is Tongue of the Dog 8 Credit: Hamilton & Waikato visual arts, music, comedy, film, the largest agricultural event in the theatre, literature and dance, offering Southern Hemisphere, with more than Tourism something for all ages and tastes. 1,000 exhibitors across 40 hectares, making it Australasia’s definitive agri- Kawhia Kai business event. Over 100,000 people February pour through the gates to check out As the spiritual and ancestral home the products and displays, marvel at 6. for the region’s Maāori tribe Tainui, the machinery and innovations, be Kawhia is a significant place to entertained, and experience what celebrate Māori culture. The iconic has made the National Agricultural Kawhia Kai Festival brings together Fieldays such a successful event. performers, artists, musicians and traditional Māori Kai. Festival goers will also have a unique opportunity to view experienced artists at work and gain an insight into Māori art and craft with sites featuring rāranga (flax weaving), wood carving and more. 7. 8. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 26 27
REGION – BAY OF PLENTY, NORTH ISLAND 29 Experience of Plenty. the Bay Bay of Plenty Region – North Island 28 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Bay of Plenty Marketing Highlights Fast Facts Pillars It’s in the Bay of Plenty’s Top 10 key experiences nature to impress, inspire 1. Visit New Zealand’s only active and excite you. marine volcano Step foot on Whakaari/White Island and experience the amazing colours Where else in New Zealand can and sounds of its volcanic crater. you step foot on an active marine volcano? Or kayak across a lake to see 2. Kayak through a glow-worm a canyon shine with glow worms after canyon dark? Here you can explore bush-clad Watch a beautiful canyon come alive islands, admire waterfalls, glimpse with twinkling lights. Kiwi, be utterly pampered and relax on white sand beaches. 3. Embrace our pristine coastline Discover the Bay of Plenty’s AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT Whakaari/White Island lies just renowned coastline to admire REGION – BAY OF PLENTY, NORTH ISLAND offshore from Whakatāne. Its hissing, abundant marine life. bubbling and sulphurous crater is a 1 2 force to be reckoned with and can be 4. Swim with dolphins in the wild explored year-round. Experience the majesty of It's in Our Nature A Place of Discovery swimming alongside dolphins in With 125km of stunning coastline and warm coastal waters. beaches to enjoy, you’ll immediately The generosity and spirit of our people amongst Let the Bay of Plenty's mountains, volcanoes get into the holiday groove. You can 5. Sail to an island sanctuary Make the most of your day at • Website: the beauty of our extensive natural surroundings. and islands captivate and inspire you. learn to surf, kayak or paddleboard bayofplentynz.com almost anywhere. The Bay of Plenty Moutohorā Island and its seclusive is blessed with fertile land and abundant seafood. The locals love to hot water beach. • Air New Zealand Airport: 6. Stroll up the Mount Tauranga Airport share delicious kiwifruit, avocados One of the country’s most and fresh produce with the rest of Instagrammed spots is rewarded with the world. This is the place to try breathtaking views. something new, seek out adventure and make the most of every day. 7. Visit the house that came home As locals will tell you, “In the Bay of Explore an authentic Māori meeting Plenty it’s in our nature to wear a smile house that travelled the globe for on our face and genuinely welcome 130 years before returning home. others to our patch of paradise. We 8. Meet the locals can’t wait to see you soon." Enjoy a Māori feast cooked in the earth itself and a walking tour of Whakatāne’s sacred sites. 9. Learn why kiwifruit is king Visit a working orchard to discover why our region is the kiwifruit capital of the world. 3 4 10. Bee inspired by Mother Nature Step inside a virtual beehive and learn about the fascinating life of the A Rich Coastal Paradise Where Cultures Embrace humble honeybee. Region Logo: You can't go far in the Bay of Plenty without Māori tell the story of the first voyagers stumbling across a sweeping white-sand beach, travelling from Hawaiki and choosing to settle in perfect wave or picturesque fishing spot. the Bay of Plenty for its fertility and abundance. 30 31
Region – North Island Bay of Plenty Hero Key Images Events Bay Dreams Waihi Beach Summer Fair Tauranga Arts Festival 1. 1 The view from the top of January January Held biennially, October - November Mauao (Mount Maunganui) Bay Dreams consistently has an The Waihi Beach Summer Fair is a Established in 1999, the Tauranga Credit: Chris McLennan impressive line-up, giving it the bustling little (but rather large) event Arts Fest delivers a world-class reputation as "the summer music held at a beachside oasis. programme direct from leading 2 Kayaking around Moutohorā, festival you just can't miss". artists and performers at the peak of an island sanctuary BLACKCAPS ODIs their practice. The Festival is a live Credit: Tourism Bay of Plenty Kaitaki Avocado February experience that happens right here Food & Wine Fest International Cricket is the epitome of in Tauranga. 3 The landing place: January the New Zealand summer experience. Experience the rich Māori Expect great food, the best wines, It’s what we do. It’s the dad catches Garden & Arts Festival heritage of the Bay of Plenty lively entertainment, excellent in the crowd, the costumes, the November Credit: Andy Belcher company, product displays and immaculate field and that perfect The Bay of Plenty Garden & Arts AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT much more. pitch that we can only imagine having Festival is a celebration of the Bay 4 Whakaari/White Island in our backyard. of Plenty's finest gardens finishing REGION – BAY OF PLENTY, NORTH ISLAND from the air Mount Festival of Multisport with live music, food stalls and Credit: Frontier Helicopters January Diner en Blanc Tauranga local artists. White Island Volcano The iconic Mount Festival of March Adventure Multisport has been part of the The iconic international Le Diner en Mount Monster 2. 3. Mount Maunganui summer since Blanc graces Tauranga's fine shores, December 5 Fresh kiwifruit in the 1990, making it one of New Zealand's activating one of the most beautiful The Mount Monster is the freshest Bay of Plenty longest running and most iconic spots in the Bay with a stunning and most innovative surf sports event Credit: Tourism Bay of Plenty triathlons. The Mount Festival outdoor pop-up picnic where guests in the country. events calendar has been carefully dress all in white. developed over the years with a TECT National Provincial Sevens range of events that include the National Jazz Festival December hallmark Tauranga Half, The Enduro March/April A hugely popular event, the long distance triathlon, the Höpt The National Jazz Festival has been prestigious National Sevens Soda AquaBike, Mount Run, Athlete's entertaining hundreds of thousands tournament attracts large numbers of expo and other iconic community of residents and visitors to the Bay of fans each year who will be flocking to events like the Mt Maunganui Beach Plenty region for 55 years. the 'hot spot' of New Zealand for some Volleyball Open. awesome action and fun and sevens Tauranga International Marathon carnival atmosphere! 4. 5. One Love Festival September January The Tauranga International Marathon, One Love Festival’s reputation as Half Marathon, 12km Run/Walk and New Zealand’s premiere celebration 6km Fun Run/Walk courses are of roots, rock and reggae is well FAST, FLAT, FUN. They will take you deserved. The Festival is one of on a breath-taking, spectacular summer's best and brightest events. journey throughout Tauranga's best spaces and places, including the Daisy Hardwick boardwalk/estuary, Fergusson Park and waterfront, Mount Maunganui loop track, and Marine Parade, to finish on The Strand, Tauranga. With medals for every finisher - and capes for the Superheroes Kids Dash - it's an event you'll celebrate for years to come. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 32 33
REGION – ROTORUA, NORTH ISLAND 35 Find your element. Rotorua Region – North Island 34 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Rotorua Marketing Highlights Fast Facts Pillars Rotorua - Feel the earth Top 10 key experiences beneath your feet, the 1. Geothermal utopia wind on your face, Seek out a professional day spa or discover a natural geothermal wonder fire’s warmth on your to ease your muscles. skin, water’s calming 2. Te Puia nourishment and create Māori culture and geothermal a connection with people experiences all in one place. and place which leaves you 3. Mt Tarawera feeling inspired, refreshed, The scene of a devastating eruption but with unparalleled views. invigorated and relaxed. AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT 4. Rotorua Canopy Tours Conservation and adventure like Rotorua is known as the birth place 1 2 REGION – ROTORUA, NORTH ISLAND no other. of New Zealand tourism. With Māori culture, pristine lakes, fertile forests 5. The Redwoods Forest and activities and attractions a plenty, Beautiful Californian redwoods Mountain Biking Māori Culture Rotorua offers a holiday destination provide the perfect backdrop for a for people on all budgets and is easily run, walk, or ride. One of the world's best all-year-round mountain biking The centre of Māori culture in New Zealand offering genuine accessible by land and air being conveniently located in the central 6. Whakarewarewa Living • Website: destinations. Ranked by Red Bull as best in Southern warmth of welcome and manaakitanga (hospitality), Māori Village rotoruanz.com Hemisphere. Pristine forest, dirt and facilities for something that the Te Arawa Māori have been providing North Island. See how Māori adapted to utilise the novice families through to expert individuals. visitors for well over 150 years. The younger generation is Rotorua’s thermal attractions are rich geothermal resources. • Air New Zealand Airport: now coming through offering a contemporary take on Māori the perfect places to relax and Rotorua Airport culture through food, arts, fashion and technology. unwind no matter what time of the 7. Rafting the Kaituna year it is. With many and varied Would you take on the world’s highest options available from professional commercially rafted waterfall? day spa’s to natural wonders. If you love native forests, then Rotorua 8. The Redwoods Treewalk is definitely for you. Home to the Nightwalk amazing Californian Redwoods A simply unique experience. which are filled with runners, walkers 9. Rotorua’s lakes and mountain bikers at all times of Enjoy being in them, on them or the day and if you are lucky you may simply relax beside them. even spot Pete’s Dragon. 10. Skyline Rotorua Rotorua’s 18 lakes provide your perfect An icon of Rotorua with amazing playground regardless of whether you views over Lake Rotorua and the city. prefer to be in, on or beside them there is something for everyone. You don’t have to be active though as there are plenty of spots to relax and unwind lakeside with a picnic. 3 4 Rotorua is the centre of Māori culture in New Zealand offering Natural Hot Springs and Wellness Adventure genuine warmth of welcome and manaakitanga (hospitality), Region Logo: Rotorua’s thermal attractions are the perfect Rotorua is a diverse destination which truly something that the Te Arawa Māori places to relax and unwind no matter what time offers something for everyone. From relaxing has been providing visitors to the of the year it is. With many and varied options beside the lake, watching a geothermal wonder, Rotorua region for well over 150 years. available from professional day spa’s to natural walking through the forests or getting an Visitors will be enriched by their wonders your muscles will thank you for making adrenaline fix. Rotorua is fun for all ages and Māori cultural experience. the journey. walks of life! 36 37
Region – North Island Rotorua Hero Key Images Events Ocean Swim Series – Crankworx Rotorua Tiki Ahua 1. 2. 1 Showing manaakitanga Legend of the Lake March July through a Māori welcome February Where the world’s best mountain Contemporary Māori Fashion & Credit: Te Puia This legendary swim is the first bikers descend – Crankworx Design Show extravaganza featuring and only fresh water race on the Rotorua, a celebration of epic outstanding fashion from emerging 2 Kaituna River Ocean Swim Series calendar and endurance, supreme flow, and established designers. From Credit: Amit Kamble has quickly become a favourite monster air and heart stopping streetwear, jewellery and adornment, amongst competitors. Held at the drops of freeride mountain biking. including daywear, evening to the 3 Geothermal Valley beautiful Lake Tikitapu (Blue Lake) This five day festival brings avante-garde. Interwoven with Credit: Te Puia you couldn’t find a more picturesque together the world’s best mountain contemporary music, art, dance, competitive swim. bikers and includes some of the ta moko and live performances from 3. 4 Te Rata Bay, Lake Tarawera most spectacular downhill riding New Zealand’s leading artists. Credit: Destination Rotorua Summer Seafood Festival and extreme jump action in the MTB calendar. Okere Falls Beer Festival AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT February 5 The Whakarewarewa Forest Seafood. Summer. Celebration. October Credit: Adrian Hodge Xterra Rotorua Festival With great beer, traditional German REGION – ROTORUA, NORTH ISLAND Everything you love about the summertime. Indulge in a variety of April food and music this weeklong festival 6 Blue Lake delicious seafood and match it with New Zealand’s biggest multisport is a local favourite. Traditional German Credit: Mark Smith some stunning New Zealand wine event and one of the biggest XTERRA dress is always encouraged along combined with live music and you events in the world: the Rotorua with having a great time with other have everything you need to enjoy XTERRA Off-Road Festival. It offers likeminded people. the weekend! a variety of options for participants in one of Rotorua’s most beautiful Rotorua Bike Festival Tarawera Ultramarathon locations. From swimming in the October February pristine waters of Lake Tikitapu to Rotorua’s celebration of everything The Tarawera Ultramarathon is a mountain biking world famous trails cycling! The Bike Festival brings 4. 5. world-class event and a must-do for in the Whakarewarewa forest, it has together everything great about every runner looking to challenge something for everyone. Enter as an biking including the Big Bike Film themselves and experience their individual, or round up some mates Night, Ride the Runway, Bike the Lake, own adventure along some of to form a team. as well as heaps more fun and family the most beautiful trails in the friendly events. world. This is New Zealand’s most Rotorua Marathon prestigious ultramarathon and part May Rotorua GLO of the 12-race Ultra-Trail World Tour. This iconic event is a Rotorua classic. December Run the famous 42km loop around This free festival is a firm favourite on stunning lake Rotorua with support the Rotorua event calendar and is a groups cheering the way. There fun way to welcome in the New Year is something for everyone in this with family friends and fireworks! 6. picturesque event, choose from the marathon, half marathon, quarter marathon or 5.5km fun run. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 38 39
REGION – TAUPŌ , NORTH ISLAND 41 Love Taupō. this place. Love Taupō Region – North Island 40 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Taupō Marketing Highlights Fast Facts Pillars Love this place. Love Top 10 key experiences Taupō. Aroha ki tēnei wāhi. 1. Mine Bay Māori Rock Carvings Arohaina Taupō. These 14-metre carvings can be viewed by taking a scenic cruise, sailing trip or kayaking adventure The heart of Aotearoa New Zealand’s from Taupō. North Island, Taupō is a place of extraordinary natural beauty and 2. Huka Falls wonder. At its centre is a vast, A thundering 11-metre high waterfall sparkling lake – the great inland sea and New Zealand’s most visited of New Zealand – lying in an ancient natural attraction. volcanic caldera born from one of the world’s most spectacular eruptions. 3. Tongariro National Park Discover stunning day walks and New AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT Taupo’s trout-filled rivers offer Zealand’s best one-day hike in this magnificent fly-fishing, both close to UNESCO Dual World Heritage Park. 1 2 REGION – TAUPŌ , NORTH ISLAND the lake and in the rural back-country. Ancient forests, alive with rare native 4. Geothermal wonders Explore thermal walkways with birds, are crossed with scenic walks geysers and bubbling mud pools, or Stunning Natural Scenery Ski the Volcano and bike trails, and the region’s steaming geothermal valleys with soak in geothermal waters at one of natural hot springs are a traditional the regions hot pools. One of the most picturesque regions in the world Taupō is the perfect place to base yourself place of rejuvenation. 5. Adrenalin sports • Website: defined by an ancient volcanic landscape, the largest for your winter ski holiday. Discover skiing, lovetaupo.com fresh water lake in Australasia, the mighty Waikato snowboarding and sledding at New Zealand’s Each of the awe-inspiring volcanoes The adventure capital of the North and Tongariro rivers, geothermal attractions and the largest ski area – Whakapapa, located just of the UNESCO dual World Heritage Tongariro National Park has a Island, with skydiving, bungy jumping, white water rafting, jet boating, • Air New Zealand Airport: mountains and ski areas of the UNESCO dual World 40-minutes from Turangi and 1hr 15mins from Taupō Airport Heritage Tongariro National Park. Taupō, and easily accessed by daily shuttles. unique character. New Zealand’s and more. largest ski fields are found on Mt 6. Ski & snow Ruapehu, which also draws hikers to A short drive or shuttle ride away its peak in summer. The Tongariro from Taupō and Turangi, go skiing, Alpine Crossing is an unforgettable snowboarding or touch snow for the hike across a volcanic moonscape first time at Whakapapa Ski Area. of gemstone-coloured mineral pools and steaming vents. And Mt 7. Māori culture Ngauruhoe’s classic cone shape Learn flax weaving, create your own scored a starring role as the fiery hangi feast or head out on a Māori Mt Doom in Peter Jackson’s Lord of cultural scenic cruise on Lake Taupō. the Rings. 8. Cycle the Great Lake Trail With welcoming resort towns, An epic 2-3 day, grade 3 mountain bustling lakeside villages and biking adventure along the shores of world-class luxury lodges to stay in, Lake Taupō. adventure, discovery and wonder lie just outside every door in Taupō. 9. Catch a trout Discover some of the best trout 3 4 fishing in the world. Fly fish on the rivers or enjoy lake fishing year-round. Region Logo: Perfect Break Away Adventure and Adrenalin 10. Golfer's paradise The Jack Nicklaus designed Kinloch Club, and Wairakei Golf + The perfect place to relax and unwind away from Taupō is the adventure capital of the North Island. Sanctuary are consistently ranked in hectic working lives at any time of the year. Many Test your limits with a skydive, bungy jump, parasail New Zealand’s top 10 golf courses. come for the stunning scenery, luxury lodges, ease or jet boat ride, or if it’s an adventure you’re after get of access to the great outdoors, and boutique lined a group of friends together and raft the Tongariro streets of Taupō town centre, others come for the River, mountain bike the Great Lake Trail or race the huge range of adrenalin activities and events on offer. clock at the Bruce McLaren Motorsport Park in a V8 or single seater racing car. 42 43
Region – North Island Taupō Hero Key Images Events Waikato River Trails Easterfest Graffiato: Taupō Street Art Festival 1. 1 Sailing on Lake Taupō Summer Sizzler Easter weekend Labour Weekend Credit: lovetaupo.com January A free family festival hosted by the Witness wonder, vibrancy and Family friendly fun run / walk event Churches of Taupo for individuals diversity brought to Taupō’s urban 2 Orakei Korako with 22km, 11km and 6km course and families looking for a meaningful laneways and streets as some of the geothermal walkway options. Discover the scenic beauty way to celebrate Easter, with live world’s best street artists transform Credit: lovetaupo.com of the Mangakino lakes and Waikato music, entertainment, family fun the town’s walls over Labour weekend River Trails as you wind your way days, art and church services. each year. If you are visiting outside 3 Whakapapa Ski Area through stunning native bush. All of the event dates, you can pick up a Credit: Mt Ruapehu events finish at the Mangakino Malcolm Flowers Insurances copy of the Graffiato: Taupō Street Art lakefront for a well-deserved swim Taupō Winter Festival walking map from the Taupo i-SITE 4 Walking Pureroa Forest Park at the end of your race. July and discover the rich collection for Credit: lovetaupo.com A celebration of arts, community your yourself. AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT Taupō Summer Concert and family. Run over four days, the 5 Mountain biking the Great January festival programme is filled with BDO Lake Taupō Cycle Challenge 2. 3. Lake Trail Every year, Greenstone theatre, comedy shows and loads of and Huka Challenge REGION – TAUPŌ , NORTH ISLAND Credit: Dave Mitchell Entertainment brings international free family activities during the day. November artists to the iconic Taupō Summer Perfectly placed in the July school New Zealand’s premier cycling 6 Huka Falls – Concert, held outdoors at the Taupō holidays to make the most of winter in event. From humble beginnings in New Zealand's most visited Amphitheatre. Set in the backdrop the stunning Great Lake Taupō region. 1977 with just 26 participants, the natural attraction of Lake Taupō and the beginning of Lake Taupō Cycle Challenge has Credit: lovetaupo.com the Waikato River, the Amphitheatre Sika Show and Competition grown into New Zealand’s premier provides a spectacular setting for up September and largest cycling event, with to 15,000 people to experience this The largest annual outdoor show of around 8,000 riders from across event in Taupō. its kind in New Zealand, held at the New Zealand and over 20 countries Great Lake Centre and Tongariro across the globe taking part in the Kellogg's Nutri-Grain IRONMAN Domain, Taupō. More than 5,000 on-road and off-road rides each year. New Zealand hunters and outdoors enthusiasts March visit the show each year for the latest Taupō Christmas Classic 4. 5. The elite event of New Zealand in hunting, fishing and outdoor- Showjumping endurance sport showcasing the related products and services, December fittest and fastest triathletes in the competitions and taxidermy. New Zealand’s largest showjumping world. Described as one of the most event of the year. Join more than beautiful IRONMAN courses in the Jock Hobbs Memorial National 1,000 horses and their riders for four world, more than 1,400 athletes Under 19 Rugby Tournament days of showjumping, entertainment battle it out over the 3.8km fresh September and shopping at the Fiber Fresh water swim, 180km cycle and 400 players across 16 provincial National Equestrian Centre, 42.2km run. Firmly established in union teams from throughout New 10-minutes north of Taupō town. Taupō since 1999, IRONMAN New Zealand compete at this annual Zealand showcases the best of tournament held at Owen Delaney New Zealand's outdoors and its Park. This tournament has quickly breathtaking scenery. become a launching pad for New 6. Zealand’s most promising young rugby players and an integral part of the rugby calendar. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 44 45
REGION – RUAPEHU, NORTH ISLAND 47 Ruapehu – outdoors. greater our Ruapehu Region – North Island 46 AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT
Region – North Island Ruapehu Marketing Highlights Fast Facts Pillars Escape to Ruapehu and Top 10 key experiences you’ll arrive in a living 1. Volcanic terrain landscape that’s home Explore volcanic wonderlands on the Tongariro Alpine Crossing hike and to ancient rainforests, other local walks. active volcanoes, sacred 2. Ski the volcano mountains, tranquil rivers, Hit the slopes of Mt Ruapehu, and two of our cherished New Zealand's largest ski area, between June and October. national parks. 3. River kayaking Just half a day and a world away Journey down the mystical from our biggest cities, this natural Whanganui River by kayak. AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT getaway welcomes you, whether 4. Walking tracks you’re bound for a luxury hotel or 1 2 REGION – RUAPEHU, NORTH ISLAND Enjoy walks through stunning local campsite, mountain lodge or native forest. DOC tramping hut. Wherever you stay, you’ll enjoy easy access to 5. Cycle trails Natural Beauty Diversity Year Round wilderness. Cycle through ever-changing landscapes along the Timber Trail With its wide range of alpine and on-water activities, this place caters and Mountains-to-Sea cycle trails. • Website: Ruapehu is proudly home to two national parks The Tongariro National Park to the east and the A seemingly endless range of activities are available in the region from snow sports to all levels, all year round. So whether 6. Rail Cart visitruapehu.com Whanganui National Park to the west. in the winter to kayaking in the summer, it’s an easy family walk to a clear Take a Rail Cart along an historic mountain stream, Ruapehu snow- disused railway line. • Air New Zealand Airport: and walking, hiking, biking, rafting, alpine sightseeing year round. sports, an awesome tramp around the 1hr 30mins drive to mountain, an exhilarating mountain- 7. Military museum Taupō Airport bike ride through the beech forest Delve into New Zealand's rich military or an inspiring journey down the history at New Zealand's National Whanganui River, it’s brimming with Army Museum. opportunities to connect with our 8. Afternoon tea decadence Greater Outdoors. Enjoy delicious high tea in Pause beneath the maunga – or timeless elegance at the Chateau mountains – take in the wonder of Tongariro Hotel. this unspoilt environment and you’ll 9. Jetboat quickly realise why it’s so revered by Take a jetboat tour to the Bridge locals. Ruapehu’s mythology is as rich to Nowhere in the Whanganui and alive as its dramatic geology. National Park. It’s a place where nature inspires 10. Gondola rides you, just like it inspired a young Take a scenic, state of the art Ed Hillary who first discovered his gondola ride up Mt Ruapehu and lifelong passion for mountains here. Region Logo: dine at the highest café in New Something magical happens when Zealand year round. 3 4 you spend time in Ruapehu. Cultural Importance Family Time The Tongariro National Park is the oldest in Ruapehu is a place for families to spend quality New Zealand and has dual world heritage status time together doing the things they enjoy due to its cultural and natural importance. The without the distraction of constant noise. Whanganui National Park is steeped in both Māori and European history and is centred on the mighty Whanganui River. 48 49
Region – North Island Ruapehu Hero Key Images Events Tongariro Tussock Traverse Mt Ruapehu ski areas 1. 1 Bridge to Nowhere January June Whanganui National Park An alpine adventure running and With state of the art snow-making the Credit: Tourism New Zealand walking event situated in the North Island's popular Happy Valley Tongariro National Park, a dual World learners' area is all set to open at 2 Tongariro Alpine Crossing Heritage area. the start of June. 2019 also sees the Credit: Tourism New Zealand opening of the brand new Sky Waka Ruapehu Express gondola at Whakapapa. Both sides 3 Family in Ohakune with February of the mountain and all lifts are due Mt Ruapehu in background The Ruapehu Express is a fresh to open by late June and stay open Credit: Visit Ruapehu new adventure style event that through until October. involves a mountain bike and 4 Jetboat Whanganui River a separate trail run/walk in the Peak to Powderkeg Credit: Forgotten World Jet October AIR NEW ZEALAND – REGIONAL BRAND TOOLKIT foothills of Mount Ruapehu. The Peak to Powderkeg is an iconic 2. 3. 5 Forgotten World Adventures Ruapehu Ring of Fire four stage adventure race from REGION – RUAPEHU, NORTH ISLAND Credit: Forgotten World March the top of Turoa Ski Area to the Adventures An off-road running event Powderkeg bar at the foot of circumnavigating majestic Mt Ruapehu. It’s a race steeped in 6 Mount Ruapehu Ski Mt Ruapehu will challenge history, fun and competition. & Snowboard Winter competitors mentally, physically Credit: mtruapehu.com and spiritually. Participants will be Taumarunui Cycle Classic treated to a mix of desert and lava November fields, stunning native bush, crystal An annual lead up race 2 weeks prior clear mountain streams as well as to the popular Lake Taupō Cycle breath taking climbs and expansive Challenge consisting of 114kms of 4. 5. views of one of the most treasured undulating, beautiful scenery on landscapes of New Zealand. smooth country roads. T42 Central Plateau The Goat May December Based around the famous and This is an exhilarating adventure run iconic 42 Traverse track, the T42 from Whakapapa to Turoa Ski Fields Central Plateau offers spectacular on the Round the Mountain track, Mountain Biking and Trail Running traversing the western slopes of and Walking options. Mount Ruapehu. 6. The images displayed above are available for download through Helium – please ensure that you use the correct credits. Additional regional images are available on request. 50 51
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