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Nelson Tasman Cycle Trails Trust brands launched

Media Release Nelson Tasman Cycle Trails Trust brands launched

19 August 2011

Three new brands have been announced by the Nelson Tasman Cycle Trails Trust, which newly elected Chair David Bonnett says will greatly enhance promotion opportunities for the region’s cycle tourism.

Mr Bonnett says the Trust now has eye-catching logos, trail names and a regional brand that captures the essence of cycling and all that the region has to offer cycle tourism.

There are two distinct trail names: Tasman's Great Taste Trail and the Dun Mountain Trail, that were developed with input from Tasman District Council, Nelson City Council, Craig Wilson of Quality Tourism Development Ltd, Nelson Tasman Tourism, Nelson Regional EDA, Nelson Tasman Cycle Trails Trustees, Arts Council Nelson and regional tourism operators.

Mr Bonnett says Tasman's Great Taste Trail (previously known by its working name of the Tasman loop) reflects the key marketing hooks for the region: food, wine, beer, local produce, art and unique scenery; and is a name that businesses along the trail could easily leverage off.

“Tasman's Great Taste Trail uses emotive words and encourages visitors to not only enjoy the ride but to enjoy all that our region has to offer,” he says. “We envisage opportunities to create a taste of the coastal trail - for instance bite-sized rides from Richmond to Wakefield or we could encourage riders to enjoy the whole 175 kilometre gourmet feast.”

He says it’s hoped developing destinations along the route will bring economic benefit to local businesses.

Because the Dun Mountain Trail is well established, the group agreed that its name should be retained.

“The Dun Mountain Trail has great views and history and will be marketed as a fantastic challenge and adventure to those with the appropriate fitness levels and skills,” Mr Bonnett says.

The development group favoured the Heart Of Biking (Nelson Tasman New Zealand) as an overall brand. They believe it offers emotive as well as rational benefits linked with a strong sense of place and identity.

“Heart is at the centre of us all, and has an obvious link to health, fitness and wellbeing,” Trust Executive Officer, Fiona Newey says. “Heart can also play on the word ART, which is what the region is known for.”
Entries for a logo competition for the trail were called for in May 2011 and the judges were impressed with the design put forward by Lisa McGlinchey of Richmond. Lisa says her design combines two basic ideas - a person on a bike and a trail.

“The shape of the trail, which reflects the coastline around Nelson and Tasman, and the orientation of the cyclist are used to convey movement and flow,” she says. “The heart of the cyclist is highlighted to communicate both the energy and emotion the trail incites, as well as portraying the message ‘I love this’.”

Jane Reed of SeeReed Visual Communications took Lisa’s entry and worked it into the completed brands.

Arts Council Nelson Community Arts Manager Lloyd Harwood commended the Trust on the robust consultative process employed in sourcing concepts for the new trail brands. He says it enabled a wide cross section to take part, with innovative concepts being developed into quality designs.

The development of cycle trails and the introduction of the brands has also been endorsed by tourism operators in the region, Nelson Airport, the Nelson Tasman Chamber of Commerce and the Nelson Regional Economic Development Agency.

EDA Chief Executive Bill Findlater says he believes the brands Heart of Biking, Tasman's Great Taste Trail and Dun Mountain Trail have a natural fit for the region and will resonate for those seeking to experience the joys of cycling in Nelson.

Chamber of Commerce CEO, Dot Kettle applauds the Trust for ensuring the wider community is aware of the cycle trail plans and for gaining their buy in and support.

“A brand that is recognisable, relevant, distinct and connects emotionally with the target audiences can greatly assist with on-going promotion and widespread recognition,” she says. “The Heart of Biking, Tasman's Great Taste Trail and Dun Mountain Trail are brands that can achieve that.”

You can be a friend of the Trust on Facebook by searching for ‘Nelson Tasman Cycle Trails Trust’ and a new Trust website will be launched soon at www.heartofbiking.org.nz


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