Christchurch launches new Ellerslie International Flower Show brand

11 March 2008

Christchurch today (Tuesday, 11 March) launched a new brand for the Ellerslie International Flower Show. 

Fresh, vibrant and fun was how Christchurch Mayor Bob Parker described the brightly coloured abstract flower icons. 

“This brand reflects new energy and excitement – values that Christchurch will bring to the Ellerslie International Flower Show to be held in Hagley Park from March 2009. 

“ Christchurch City wanted the new brand to build on the existing graphic icons of previous years, but also wanted to signal change – a change in venue, a change in city and a change to create a world-class event.” 

Christchurch bought the Ellerslie International Flower Show last November for an undisclosed price. The show had been held in the Auckland region since its inception in 1994 and injected more than $14 million annually into the local economy. 

Mr Parker said Ellerslie was New Zealand’s premier garden event and a magnificent fit for the city, serving only to enhance Christchurch’s image as the Garden City.   

“The brightly coloured abstract flower icons give the Ellerslie International Flower Show a new personality. The images draw on Christchurch ’s rich cultural heritage and celebrate our Garden City image. 

“A great deal of flexibility has also been built into the brand to enable the Council to move forward with it, as the event evolves and new umbrella events form.”  

The first Christchurch show will be in Hagley Park from 11 to 15 March 2009. 

“With the new brand, Christchurch can begin to develop an event which will be recognised as one of the world’s most prestigious garden shows.”

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