Team Dunedin

Perhaps the government is doing Dunedin a favour. Adversity and a common threat brings people together. In economics and business, there is a constant state of positive and negative forces creating growth and decline that we all tend to ignore until something sticks out above the norm and smacks us in the face. Recent job losses in Dunedin have caught the attention of many. While this acts as a rude awakening to the current state of affairs, it also alerts us that the balance of power has been shifted. When this occurs the true test of character occurs. The individual responds by making adjustments to their environment, thoughts and actions....

Advertising our Cities… this is what attract...

Humans can be simple creatures, we love to generalize and place things into boxes. It makes it much easier to understand our world. While someone may have diverse and complex interests we define people by their role in society. Fred is a plumber, John is a lawyer, everyone has a role to fulfill. City identity is similar. Consumers like to generalize about locations. It seems to me of late that storytellers prefer to have audiences daydream about romance or mysterious discoveries. Marketing cities has therefore become less about the Single Minded Proposition and more about what happens to you when you get there. In advertising it seems to...

Dunedin, The First City of New Zealand

The search for a Dunedin brand personality begins. It is very difficult to combine the entire range of city wide features and experiences of all Dunedin has to offer into one definitive statement of fact and emotional feeling. Instead taking one of the strongest and most versatile aspects seems like the most logical approach. As said before a positioning statement must have guts and legs, that means it must be much more than hype if it is to be believable by the public and most important by the locals. Ideally this aspect would be not easily replicable by other centers in the sense that it denotes a differentiating aspect. I will therefore...

I will do anything t...

In the right place at the right time, somehow I ended up in a promotional video for the new FlyDunedin.com website developed by my company Myth Website Design. Watch the full video here… What is Fly Dunedin? Visit the FlyDunedin.com website, or get more information about the development...

What is the “D...

Recently a new marketing campaign was launched to promote my beautiful city of Dunedin, New Zealand. The campaign slogan “The Dunedin Difference” was set and utilized in the form of a website and passport to activities and vendors. The “Dunedin Difference” is one of...

What is an sustainab...

Messages become diluted in effectiveness when they attempt to do to much. For example, we could present a strong proposition for people moving to the city versus an advert that attempts to attract short stay visitors and promote the lifestyle. So what we need is a clear and simple benefit...