Despite the price tag, Hastings District Council group manager of marketing, communications and engagement Naomi Fergusson said the project met thresholds set by the Government Electronic Tenders Service (Gets).
“Overall, the project budget was $60,000 and tenders were invited at $40,000. It met the budget advertised to Gets – other tenders were up to twice the price,” she said.
“This branding project and underpinning strategy was undertaken over three years. It included workshops with councillors, staff, residents, visitors and organisations.”
Councillor and marketing firm owner Damon Harvey, who has previously been critical of the chosen designs, said he didn’t think the project would have been supported by councillors in today’s challenging financial climate.
“Unfortunately, done well, these projects cost a lot of money. In my professional capacity owning a local marketing firm, we’ve been involved in brand development projects, including a new logo, and items such as signage range from $10,000 to in excess of $100,000.”
He said it was a hard task to weigh up council spending during a time when Cyclone Gabrielle had decimated much of the region.
“It’s a tough balance - the impact of the cyclone has hit the council and the community really hard, but it’s important to continue to promote Hastings as a tourist destination and also attract new businesses here, or we could go back to being the dull place we were a decade ago.”
Previously, there were two distinctive brands to define Hastings - a gannet-related brand for its district council and a heart-shaped paddock logo for visitors to see as they arrived.
The tender process for the rebranding contract was made via gets.govt.nz, and Fergusson said no Hawke’s Bay agencies submitted a tender during the procurement process.
Mitchell Hageman joined Hawke’s Bay Today in late January. From his Napier base, he writes regularly on social issues, arts and culture, and the community.
