New Thames brand revealed
Published on 19 December 2023
The opportunity to “explore interesting” is the theme behind the new Thames town brand and promotional campaign underway this week.
Thames is often seen as a gateway, rather than a destination, yet Thames has really interesting shops, natural adventures and history – it's just that most visitors are unaware of them.
“Our history stretches back centuries,” the revamped website https://explorethames.nz says. “Every track, trail, river, beach, shop, café and museum has a story to tell.”
The website, managed by Thames Business Association, showcases our history, sets out adventures to be had, places to set up camp, highlights events of interest and features business directories of where to eat, shop, stay and what to do.
New “places of interest” maps are being distributed by shops, businesses and accommodation providers in Thames, as well as in visitor information centres around the Coromandel and Hauraki. Matching map and information signs are set to be installed outside the War Memorial Civic Centre and Porritt Park playground early in the new year.
A set of Thames lettering fonts, using historic Thames type as inspiration, have been developed for the brand identity, giving Thames a quirky, historical image and a distinctive and memorable look and feel. The fonts will soon be available to use by local businesses for their shop signage needs.
A large picture frame to encourage visitors to stop and take photographs through it is being planned for Waiomu for sightseers to capture images of the coast and sunset.
NZTA Waka Kotahi SH25 traffic signage is proposed for 2024 at both north and south entrances to Thames, and at the Queen Street roundabout, to help drive visitors into the Pollen St area to explore our interesting shops, markets and hospitality.
The vision is for Thames to “be the most interesting town in NZ” – a brand truth the steering group believes Thames can work towards delivering in our own unique and quirky way.
Steering through the project
A steering group consisting of our Council, the Thames Business Association, Ngāti Maru and other key organisations has overseen the project. Kauaeranga Valley resident and highly experienced brand strategist and designer Brent Courtney was engaged to carry out the work.
The branding and signage planning has been largely funded by a $50,000 grant from the Ministry of Social Development’s North Island Weather Events Recovery Fund, secured by Thames Community Board and Thames Business Association, rather than through ratepayer funding.
In addition, Thames Community Board has contributed $10,000 towards the information signboards and $7,000 for social media marketing to drive potential visitors to the new-look website.
“It’s a highly worthwhile investment in raising awareness about Thames that will drive more visitors into our town, increase visitor spending, set us on a strategic path and benefit a wide swathe of our businesses and communities,” says Councillor Martin Rodley, one of the members of the steering group.
“By capturing so perfectly the essence of our beautiful, quirky, adventurous and interesting town that offers something for everybody, it will breathe new life into the town and have long-lasting benefits in how Thames is perceived by both locals and outsiders.”
Considerable consultation has been undertaken with Ngāti Maru to enlighten visitors with specific Māori stories of the area and Māori place name meanings, as well as helping shape the overall brand.
A new photography library of over 200 images has been assembled to show Thames in its best light, and give promoters and businesses images to use to attract visitors.
The steering group encourages everyone to follow and share social media posts on Facebook or Instagram (@explorethamesnz) and make the call to friends and whānau to come and “explore interesting” in Thames this summer.