Tacky, try-hard and unoriginal: the battle over Wellywood

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This was published 12 years ago

Tacky, try-hard and unoriginal: the battle over Wellywood

By Kirsty Johnson
An artist's impression of the planned Wellywood sign in Wellington.

An artist's impression of the planned Wellywood sign in Wellington.

What do a giant carrot, a brown trout and an enormous wooden Viking have in common?

Some would say they're all a bit naff and that the Wellington's controversial Wellywood sign is about to join them.

The sign, planned by Wellington airport, has been criticised for being tacky, try-hard and unoriginal; a copy direct from Hollywood (or perhaps Mosgiel), which should not go ahead.

New Zealand's oversized icons, including the renowned L&P bottle in Paeroa and the Te Puke kiwifruit, also get their share of stick, but according to a branding expert it's not all bad.

Otago University Marketing lecturer Rob Aitken said despite popular opinion, giant signs and gimmicky icons could actually help a town's reputation.

"Like all logos, they have a functional purpose. But then they can also make people feel good about where they live, like they belong," Aitken said.

"Some, like the fish in Gore, are also representative of something bigger - it's a big leaping fish, a battler - as well as celebrating the fishing industry."

Aitken said the key was to make the sign or icon's function clear.

"There's always a risk of being tacky. There's a difference between a brand and others that are just a representation."

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"Take Cromwell - it has a bunch of fruit, which is a celebration, it means something, but a single carrot, what does that say? I don't know."

He said a strong icon would incorporate a number of meanings, on different levels.

"So you can take the piss on some levels but you respect it on another level. It can be more than a sign."

The Wellywood sign was an example of a strong brand, Aitken said.

"They are making fun so it does have a slightly tacky feel, but that says something about Wellington's sense of humour," he said.

Another example of a "strong brand" could be found in the tiny Waikato town of Otorohanga.

The town spent 10 years creating a new look for itself as New Zealand's "Kiwiana" town - complete with buzzy bees, Aunt Daisy and Marmite exhibitions.

Project Kiwiana team member Bev Moloney said when the re-branding idea was first mooted, it was not popular either.

"The locals couldn't see it very well. They just thought we were a crazy group of women," Moloney said.

"They didn't take ownership of the idea for some time, they'd say, 'Don't make our town too gimmicky'."

However, after the project launched, shopowners and residents gradually came on board and the project was now a booming success - with school children visiting to learn about Kiwiana and tour groups staying in the town.

Moloney said although the Wellywood sign was not an original idea, she would encourage people to get behind it.

"It's not unique but man, oh man, that sign is going to be seen by everyone," she said.

"If they're passionate enough and they've got the money, they should go for it."

- stuff.co.nz

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