Whanganui Brand

​​​​​​​​​​​​​​​Whanganui’s refreshed brand reflects the district’s key point of difference: the strength of our foundations.  It will be available to everyone in the community to use to promote Whanganui.​

Download the brand package​​ ​↓​​​​


Why do w​​e need a bran​​d?

Improving Whanganui’s economic performance is, and will remain, a priority. One  ingredient for promoting economic growth is having a strong brand.

We need to tell a strong and consistent story about what makes Whanganui so special and why visitors, businesses and people who are thinking about relocating should choose us over other cities, towns and regions. Equally, we need to remind our existing community what it is that makes Whanganui so special and to celebrate it, because they are our best ambassadors.

Whilst we have made significant strides in recent years in improving our reputation and the way we sell ourselves, I think we all recognise that more needs to be done to strengthen and re-energise our brand. We need to adopt one coherent, consistent brand approach, rather than having multiple, competing approaches as we have had up until now.


We brought together representatives from a cross-section of brand partners for a series of facilitated workshops to develop the brand. We were extremely fortunate to secure the assistance of former Saatchi and Saatchi team members Tim Carthew and Jonathan Russell (who has family connections to Whanganui). Our workshop participants very generously gave their time and expertise in some fairly frank and open sessions as we worked toward confirming our brand platform.

Through that process we delved into Whanganui’s strengths and weaknesses and identified the areas that set us apart from other places. We then explored these areas further and looked at ways of bringing them alive. Throughout the workshops we kept coming back to one key point of difference… our foundations are incredibly strong. As well as our stunning environment and thriving cultural scene, the hard work of the Whanganui’s forebears has provided stunning heritage buildings, excellent schools, well-established sports and civic facilities, lovely and affordable homes, a talented and loyal labour force and a strong collection of business services and a friendly supportive community.​

The res​​​ult

When you put all these together, you have a pretty compelling story. Our ‘whole’ is definitely more than the sum of our parts. All of this provided the substance that underpins our new brand.

The brand line ‘Whanganui: All you need (and then some)' conveys the message that there’s more to Whanganui than you might imagine. It has everything you need – and a bit more besides…all those things that people from outside Whanganui are so excited to discover when they come here and that contribute to our commitment to living here.

The brand is flexible enough to be able to be used by everyone, from economic development and tourism promotion to local businesses, organisations, clubs or individuals. There is also a te reo Māori translation of the brand line available.

The Whanganui District welcome signs, which were due to be updated, are being replaced with signs reflecting the brand and other collateral will be progressively updated.



See some examples of how the Whanganui brand could be used

 Whanganui brand launch presentation (PDF, 5MB)


Use of the brand and collateral
Paul Chaplow (Strategic Lead - Destination Marketing), Whanganui & Partners
Email: paul.chaplow@whanganuiandpartners.nz
Phone: (06) 349 3216

Page reviewed: 12 Feb 2018 1:59pm