Waitaki District Council case study: Strategic brand foundation for tourism business growth

The strategic foundation.

The challenge.

The Waitaki Development Board faced the task of uniting multiple initiatives—tourism, libraries, and performance venues—under a limited budget. Each department had distinct needs, but without an overarching framework, the Council risked diluting its economic and tourism growth ambitions.

The onlyness discovery.

The brand discovery revealed Waitaki’s unique position: no other district could combine Victorian heritage, natural wildlife spectacles, and cultural venues with such authenticity. This “onlyness” became the anchor for the Visit Oamaru and Blue Penguin Colony brands.

Brand architecture.

Flying Lizard developed a modular brand architecture that allowed each unit (Visit Oamaru, Blue Penguin Colony, Waitaki Libraries, Oamaru Opera House) to carry its own visual and messaging identity—while remaining cohesive as part of the Waitaki District portfolio.

Strategic positioning framework.

Neumeier’s Brand Gap applied.

The strategy began with bridging the Council’s aspiration for tourism growth and the perception of visitors. By creating unified visual systems, the brand delivered clarity across signage, brochures, and digital platforms.

Zag methodology for differentiation.

While other districts leaned on generic “heritage town” or “eco-tourism” narratives, Waitaki zagged by combining cultural depth (Victorian precincts, Opera House) with natural wonder (Blue Penguin Colony). This dual identity positioned Waitaki as both authentic and unforgettable.

Strategic outcomes.

Unified tourism brand expression.

The “Visit Oamaru” and “Blue Penguin Colony” brands gave Waitaki Council a consistent, professional identity to deploy across marketing channels.

Competitive positioning achieved.

The brands lifted Waitaki above competing regions by showcasing its unique mix of cultural heritage and wildlife experiences—drawing attention from both domestic and international markets.

Quantifiable business results.

Within two years, the Blue Penguin Colony reported significant growth in visitation and financial results. The “Visit Oamaru” campaign drove increased district visibility, reinforced by refreshed i-Site centres and promotional placements.

Strategic implementation.

Tourism touchpoints.

Flying Lizard produced templates, signage, billboards, and fold-out maps, ensuring visitor journeys were intuitive and visually cohesive.

Cultural and digital integration.

Website interfaces, Opera House materials, and library brand templates allowed Council teams to self-sustain brand development long after the initial project.

Client validation.

“The Visit Oamaru branding strategy has delivered a significant lift in visibility for the district, with immediate impact on the Blue Penguin Colony’s growth. This re-branding has been one of the Board’s major achievements.”

— Mark Juricich, Chief Executive, Waitaki Development Board

Key Strategic Principles Demonstrated:

• Onlyness Discovery: Pinpoint what no competitor can own.
• Unified Architecture: Cohesion across multiple business units prevents fragmentation.
• Scalable Frameworks: Build brands that in-house teams can grow without losing consistency.

Methodology Highlights:

• Brand Gap bridging: Closing the distance between aspiration and perception.
• Zag differentiation: Leveraging dual identity (culture + wildlife) to stand apart..

Transferable Lessons for Founders:

• Start with onlyness to create market clarity.
• Use modular frameworks to scale branding as your business diversifies.

Conclusion.

Every founder’s strategic foundation requirements differ. The Waitaki District Council’s approach demonstrates how cultural heritage and natural uniqueness can be combined into a cohesive tourism growth strategy. Flying Lizard’s work provided Waitaki with a scalable brand foundation—one that continues to deliver measurable outcomes for tourism and community engagement today.