OPC rebrand puts Sir Ed back in the spotlight

The outdoor education centre named for our most famous explorer says it is putting the Hillary name back where it belongs.

From today, the Sir Edmund Hillary Outdoor Pursuits Centre of New Zealand - commonly known as the Outdoor Pursuits Centre, or OPC – will be known as Hillary Outdoors.

Hillary Outdoors Chief Executive Graham Seatter says the new name has been developed as a tribute to the organisation’s former patron.

“Sir Edmund Hillary was a huge supporter of our programme and we worked closely with him for more than 30 years,” says Seatter. “But our full name was too cumbersome and over time, the Hillary name was dropped from our everyday brand.

“We wanted to return to a brand that honoured Sir Edmund and his incredible contribution to the outdoors in New Zealand.”

Hillary Outdoors is short for Hillary Outdoors Education Centres, a change which Seatter says reflects the organisation’s primary role.

“Our number one priority is outdoor education. Outdoor pursuits are a key part of that vision, but education is our primary focus."

The brand concepts were developed by Colenso BBDO and Creative Chairman Nick Worthington says it was clear from the outset that the new name was a “stroke of genius”.

“Elevating the Hillary name, simple though it seems, will have a profound effect on the recall and recognition of the much loved but hard to remember brand,” says Worthington. “The new name and logo now truly reflects the nature of Hillary Outdoors and its place in the hearts and lives of thousands of Kiwis over the last 40 years.”

Seatter agrees. “We’re delighted with our new brand and logo. Sir Edmund Hillary remains a huge inspiration to our team. His adventure, courage, perseverance, leadership and community-mindedness are attributes we strive towards in our programmes.”

Sarah Hillary, speaking on behalf of the Hillary family said it is a great honour to have the family name associated with the organisation.

“My father fully supported the Outdoor Pursuit Centre from the start, through his relationship with his friend Graeme Dingle. Hillary Outdoors aims to challenge and empower people by getting them into the natural environment, their programs are very much in keeping with my father's philosophy on life.”

Hillary Outdoors’ official business name is the Sir Edmund Hillary Outdoors Education Trust.

While the brand may be changing, everything else about Hillary Outdoors remains the same.

“It’s business as usual,” says Seatter. “We’re excited about moving forward as Hillary Outdoors.”

ENDS

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