Finding The Gap
There was a big gap in the market in the Far North for outdoor events that everyone could participate in and not need to be an athlete, so in 2013 the Walking Weekend was developed and launched in the Bay of Islands.
We were lucky enough to be asked to join in the creation of this event, working alongside a core group of Russellites that wanted to create a 'reason to visit' and to stay multiple nights thus giving a well needed boost to the towns economy on what would normally be a quiet weekend.
A trust was formed and the Walking Weekend was developed. We have been a part of this awesome weekend ever since. Celebrating its 10 year anniversary this year!
The Event
The event is in its 10th year and spans over 4 days, with over 20 walks to choose from. Walks now include kayaking, sailing, and biking. Walkers enjoy walks on private land and they incorporate the region's wonderful food and wine walking to Omata and Paroa Bay and The Landing vineyard, as well as incorporating fantastic local restaurants such as the Duke of Marlborough Hotel, Zane Greys and Charlottes Kitchen. History, culture, wildlife, and our wonderful fauna are all showcased over this weekend based out of Russell.
Our Role
Is the marketing and PR which is extensive, sponsorship, funding applications, planning of the walks programme, and the online ticketing.
We love this event and enjoy the 4 days in Russell working it and making friends with many of the walkers as they come back each year! Each year we work with the committee to introduce new and exciting walks so we can appeal to our annual repeat walkers!
Branding
A Series To Inspire and Motivate
Our branding is based around the tourism images used in the early days (1920's).
We created a series of posters using local artist Troy Packer to design them.
The posters and promotional material each year are dedicated to a new part of the Bay of Islands Walking Weekend each poster becoming a collectable item. These look incredible and stand out on signage and social media.
We have a series of 8 posters which are now Walking Weekend merchandise.
We love working with our designer to come up with the next years creatives!
PR
