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'Titiro whakamuri, kōkiri whakamura' 
'When you understand the past, you know your future'

Our brand story

Taonga Tauranga | Heritage Bay of Plenty Charitable Trust
​We are Tauranga and Western Bay's recognised leading voice towards the establishment of Heritage Centres / Museums for Tauranga City, gateway to the Bay of Plenty. We also support the establishment of a purpose built national heritage centre at Gate Pā recognising the Battles of Gate Pā, Te Ranga and the Māori Land Wars.

Our background
Records from Tauranga City Council’s non-binding referendum in May 2018 show 41.04% of the relatively small proportion of Tauranga residents who voted wanted a museum, with the majority of those wanting a standalone museum at Otamataha Pā (Cliff Road). 
 
The referendum did not take into account the 'Museum or Heritage Voice' of Western Bay of Plenty residents who consider themselves an integral part of Tauranga City.   Some of these residents were left disappointed over the Tauranga City Council museum decision, yet
their voice is pivotal in the success of any heritage initiative.

When creating our brand we considered the following:
  • When it comes to heritage decisions that affect both Western Bay of Plenty and Tauranga City voters, our perception is that currently there is little or no formal liaison or dialogue between the different associated councils.  
  • The strong belief that in creating heritage & cultural / museum centres will unite Western Bay of Plenty with Tauranga City through shared stories and taonga, particularly with respect to the wider tangata whenua, mana whenua, the early European settlers and the new cultures who are now enriching our city and region.  All these stories intertwine to make us who we are today, and need to be told from the very beginning. 
  • Heritage / museum centres at Otamataha Pā (Cliff Road) in Tauranga's CBD's historic precinct and at Gate Pā, will build a growing sense of identity, connectedness, pride and achievement throughout Western Bay of Plenty and Tauranga City, from those who first arrived in the thirteenth century via waka, and even before that time, to those arriving to live here today via land, sea and air.
 
Our logo
  • Needed to be contemporary and simple in that it connects, at a glance, the full sweep of Western Bay of Plenty, showing Mauao at its heart. Translated, Mauao means 'Caught by the Dawn' and can be seen from Waihi Beach all the way down to Otamarakau and beyond. Our region has amazing ranges and rivers within it, such as the Kaimai range, the Wairoa and Kaituna Rivers, but the one aspect that connects it all is the abundant and stunning coastal sweep.  
  • Needed to be relevant, modern, and recognisable by all ethnicities as representing 'our place'.

Taonga Tauranga | Heritage Bay of Plenty 
  • 'Taonga' covers anything from an artefact to a natural resource or food source and beyond.  Our sweeping coastline for example is considered a ‘taonga’ – an abundant natural resource that can sustain us.
  • 'Tauranga' means safe harbour and is the commercial hub for the Bay of Plenty.
  • ​'Heritage Bay of Plenty' seamlessly connects us to our Bay of Plenty heritage and history

Our Strap-line:  our people – our place – our stories
  • Refers to the stories and heritage of the peoples of Tauranga Moana, Western Bay of Plenty, Regional Bay of Plenty and beyond from the first arrivals to those arriving to live here today, all ages and ethnicities.
Our Purpose
  • Establishing an iconic Heritage Centre / Museum for Tauranga Moana and Western Bay of Plenty.  Our preferred choice being at Otamataha Pā (Cliff Road), which is positioned in the centre of the historic precinct of Tauranga's CBD;  Our purpose encompasses assisting in the establishing of a purpose-built Heritage Centre at Gate Pā for the Battles of Gate Pā, Te Ranga and the New Zealand Land Wars. 
Our Mission
  • Creating support and awareness for establishing modern Heritage Centres / Museums in Tauranga Moana for Tauranga, Western Bay of Plenty and beyond by creating and actioning strategies that fulfil the Mission.
Our Values
  • Vision, Collaboration, Integrity