The Taranaki region is at a dynamic point in its growth, as it transitions to the low-emissions economy of the future. As part of this transition, the region’s cornerstone industries of energy and food production will undergo change, and perceptions of the region are at risk of being compromised by these changes, resulting in challenges to Taranaki’s future economic wellbeing.

The development of a shared - and shareable - regional brand story is seen as a central component to support the mitigation of these risks, and communicate that the region remains strong, resourceful, interesting, innovative and attractive.

The Taranaki Story will positively position the region in a wide range of domestic and international markets and will incorporate a refined attraction proposition : defining what the region offers and how it differs from competing regions.