Ohakune’s famous carrot was sporting a new look today, with an oversized Made
Greater tag marking the launch of Visit Ruapehu’s new long-term brand platform for
the region.
The day began with a special welcome at Maungārongo Marae for acclaimed
creative Bridget Taylor and the wider Visit Ruapehu whānau, before moving to
Ohakune’s Carrotland Adventure Park, where a group of locals joined the celebration
and the Made Greater tag was revealed.
Visit Ruapehu General Manager Jo Kennedy said the carrot was the perfect place to
demonstrate what Made Greater is all about.
“You could say even a carrot is made greater in Ruapehu,” Kennedy said. “But
there’s something much bigger behind it. People don’t just visit Ruapehu — they are
changed by it. This place can surprise you, inspire you and change the way you see
the world.”
https://www.youtube.com/watch?v=0NneE4oIYU4
The creative platform was developed by Bridget Taylor, one of New Zealand’s most
accomplished advertising and creative professionals, who has worked internationally,
founded and led agencies, won major international awards and appeared on
Australian television as an advertising expert.
Taylor already had strong connections with Ruapehu before becoming involved in
the project, following an introduction through Visit Ruapehu Board Director Nigel
Douglas.
Taylor said the idea came from recognising not only how Ruapehu can elevate an
experience, but how spending time in the region can change the way people feel.
“There’s something about being here that gives you permission to step away from
the screens, the schedules and the busyness, and actually be present,” Taylor said.
“That’s what Made Greater is about. Experiences are made greater by being here —
and you leave feeling a little greater too.”
Made Greater is a long-term destination brand platform that will roll out across Visit
Ruapehu’s digital, social media, radio and video channels, with plans to extend its
reach into Australia through social media and collaborative in-market activity.
It will also increasingly appear at events and industry activations and through
Ruapehu tourism operators and businesses, giving the wider region opportunities to
tell their own Made Greater stories.
Ruapehu. Made Greater.
