PHOTO CREDIT - Refining NZ  

Pictured above is Refining NZ, at Marsden Point. This photo represents what Whangarei can offer: the economic security of heavy industry found amongst pristine natural beauty. These sorts of pictures should attract employers and skilled employees to the Venice of the North, but I’m not sure our campaigns are being heard by prospective migrants and companies.

Last week, I discussed marketing whangarei more meaningfully. When we think about promoting our fair city, the natural environment should be considered first for a good reason: you can’t fake it. The landscape we’re blessed with was shaped over many years. I would say there is nothing like it – except, there is. Otago Harbour has a similar hilly peninsula sheltering its port, and Dunedin is somewhat like Whangarei in that it’s a city of around 100,000 people and it’s the hub of manufacturing and commerce in its sparsely-populated region.

The difference is that Dunedin is bloody freezing, whereas Northland is so warm, we’re possibly too spoiled.

Try this: Google ‘NZ wildlife capital.’ You’ll see Dunedin has captured that marketing angle, meaning Whangarei has missed out. We too have seals, birds and geckoes, wildlife parks and reserves, and our unbeatable climate – so why does a cold city have more people and more GDP than us?

Dunedin ran the ‘I Am Dunedin’ campaign for some years in which it enticed people to bring their skills to the city. Northland should consider something similar. Our climate trumps anywhere in the country, hands-down, but I’m not sure we’re celebrating our climate as much as we can. You can swim around Northland virtually any day of the year – that can’t be said for anywhere south of here. You can wade into gentle waters and spear flounder, you can snorkel amongst seahorses and untouched reserves boasting paua and kina. Just offshore are orca, dolphins and tropical fish. Luscious mountain forests boasting parrots and kiwi come right into our central city – what other place can boast such a remarkable thing?

Northland’s weather is an asset. It costs us nothing, yet it provides so many opportunities.

Whangarei 20/20 Momentum, described by WDC as a “vision to inspire Councillors, planners, the public and developers,” is upon us. Why don’t we play up our God-given geography a little more? Last week I suggested we brand ourselves City on The Sea, or Whangarei: Everything’s Here. I’m also suggesting we consider calling ourselves the Wildlife Capital Of The North, and put more pictures of our natural taonga into our advertising campaigns. Tourists will not be disappointed.

Flag referendum voting papers arrive in your mailbox in a week or two. That campaign costs $26m and could be worth billions. Celebrating our green, gold and deep blue landscape costs Northland nothing, but could be worth much, much more.