The project is a community-driven initiative to create a world-class place brand that reflects the identity, values, and aspirations of the Tauranga Region. It is not about creating a logo or slogan but rather a narrative that encapsulates the essence of the region and its people.

The initiative aims to enhance community pride, foster economic growth, and improve the region's competitiveness and attractiveness over the next 10–15 years. It aligns with global best practices in place branding, focusing on authenticity, co-creation, and distinctiveness.

The project is led by the community in collaboration with local government, businesses, and stakeholders. Tourism Bay of Plenty serves as the agency managing the project under a neutral, white-label brand called "Our Tauranga Region”.

Place branding goes beyond visual identities like logos. It focuses on creating a narrative that reflects the unique characteristics, values, and experiences of a region. Successful examples in New Zealand include Wellington, Christchurch (Otautahi) and Dunedin.

Foster community pride and identity. 

Attract businesses, talent, and investment to support economic growth. 

Ensure value for money for ratepayers by aligning the project with regional goals. 

The project aims to provide long-term economic benefits by attracting visitors, businesses, and talent while fostering community pride. Examples like Absolutely Positively Wellington or Christchurch’s branding transformation demonstrate significant returns on investment.

Community engagement is at the heart of this initiative. Residents, local organisations, and stakeholders will be actively involved to ensure the brand reflects collective identity and aspirations. The approach includes focus groups, surveys, and ongoing collaboration.

Engaging diverse voices ensures that the brand resonates with all residents and reflects the region's identity authentically. 

A strong place brand can attract businesses and talent while boosting tourism. Key industries benefiting from this initiative include tourism, agriculture, education, events, and outdoor recreation.

With a population of over 214,000 across Tauranga City Council (TCC) and Western Bay of Plenty District Council (WBOPDC), it is New Zealand's fourth-largest base. The region’s growth rates are among the highest nationally.

The total cost of this project is just under $650,000 over two years, co-funded by Tauranga City Council and Western Bay of Plenty District Council.  This investment aligns with similar projects undertaken by other regions in New Zealand.