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Distinctive new brand for Canterbury’s Mackenzie tourism region

9 December 2015

Christchurch and Canterbury Tourism (CCT) has launched a bold new visual identity for the Mackenzie District tourism brand, capturing the region’s distinctive natural characteristics.

The brand has been unveiled in the region’s new Official Visitor Guide and will be used in all future tourism campaigns.

Annabelle Bray, Mackenzie District Marketing Executive, Christchurch and Canterbury Tourism says visitors to the region are in awe of its breathtaking scenery and open spaces.

The region takes in some of the South Island’s most impressive natural attractions including Aoraki Mt Cook, the Tasman Glacier, the turquoise blue lakes of Tekapo and Pukaki and Aoraki Mackenzie Dark Sky Reserve. Mackenzie’s main tourism attractions include scenic flights, star gazing, skiing, walking and biking tracks.

“Wherever you are in the region you can always see expansive land spreading out to meet the mountains,” she says.

“Summer sunshine, winter snowfalls, flora and fauna, and incredibly dark starry skies are the hallmarks of our region.

“It’s these four distinct characteristics we identified for the new brand and they have been perfectly encapsulated in the creative design."

Annabelle Bray, Mackenzie District Marketing Executive

Christchurch and Canterbury Tourism chief executive Tim Hunter says the new brand has a striking simplicity that works seamlessly across all mediums to market the entire region.

“Mackenzie” is the word that links the region together and is the most important part of the logo,” he says.

“We wanted to create a strong visual brand that perfectly reflects the region’s style, and could be used across all platforms, including a new website and print collateral.”

CCT led the new creative development with guidance from Mackenzie District Council.

Mackenzie District Council Mayor Claire Barlow says the new brand portrays the friendliness and authenticity of the region all visitors experience, as well as the wide open spaces, natural landscapes and the tourism products that take advantage of these aspects.

“Our region has lots of personality -  we’re humble, authentic, friendly, approachable, quite hardy and very genuine. These all comes across perfectly in our new identity,” she says.