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

Our brand story

Taonga Tū| Heritage Bay of Plenty Charitable Trust

Our Vision:  Heritage Together - Kotahitanga | Orokohanga Poutama
Developing a strategy towards uniting the heritage sector across Western Bay of Plenty | Tauranga 

Currently the heritage sector is fragmented and operating in isolation or in silos from each other.  The Western Bay of Plenty is  one of the few regions in Aotearoa New Zealand without a standalone heritage strategy or connected museums or heritage education centres.  

Our background
Taonga Tū│Heritage Bay of Plenty  started in 2017 as a group of heritage-interested citizens to raise collective heritage awareness in our region and to embark along the journey of developing  connected Heritage Education Centres | Museums for our rohe (subregion) backed by a Heritage strategy.
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Community heritage voice 
We are Western Bay of Plenty | Tauranga's recognised independent voice for raising widespread community awareness and understanding about the value of a united approach to connecting the history and heritage of our subregion (Waihi Beach to Otamarakau with Tauranga City and its port at its centre). 

The ultimate aim is working in partnership with whānau/hapū/iwi and other heritage partners towards creating heritage unity, increasing heritage awareness and encouraging the establishment of a central museum connecting to a number of heritage experiences throughout the subregion and beyond. 

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 research has shown that there has been little or no formal liaison or dialogue between the different associated councils on heritage matters. 
• The strong belief is that by creating heritage awareness and ultimately a heritage strategy leading into heritage experiences as well as centres, the Western Bay of Plenty and Tauranga City will be united through their shared stories and taonga. 
• Our whānau/hapū/iwi, the early European settlers and the new cultures who are enriching our city and region today make us who we are and all these stories which also connect to our landscape, need to be told from the very beginning - the 13th century
• Stronger access to all aspects of our shared heritage will build a growing sense of identity, connectedness, pride and achievement throughout Western Bay of Plenty | Tauranga
• Our ultimate aim being, after connecting the heritage of Western Bay of Plenty | Tauranga is to seamlessly connect with the heritage of the wider Bay of Plenty

Taonga Tū| Heritage Bay of Plenty 

• 'Taonga' covers anything from our landscape to 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 - just so our rivers and our mountains.
• '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 from Waihi Beach right up to Cape Runaway.​

Our Kaupapa | Purpose

• Our kaupapa is to foster heritage unity across Western Bay of Plenty | Tauranga and to increase heritage awareness and understanding of locals and visitors to the region. The ultimate aim being to work in partnership with hapū and other heritage partners towards raising heritage awareness and ultimately be influential in the establishment and operation of a central museum and heritage education centres connecting to a number of heritage experiences throughout the subregion and beyond. 

Our logo

• Needed to be neutral and equally recognisable as a strong symbol connecting all people living and working not only in our subregion but throughout the Bay of Plenty
• Needed to be contemporary and simple in that it connects, at a glance, the full sweep of the Bay of Plenty from Waihi Beach through to Cape Runaway along with showing Mauao as an integral part of the Bay of Plenty coastline.  Translated, Mauao means 'Caught by the Dawn' and can be seen from Waihi Beach all the way down to Otamarakau and beyond into Eastern Bay of Plenty. 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 turquoise blue coastal sweep.  
• Needed to be relevant, modern, and welcoming to all ethnicities as representing 'our place'.
• Needed to be neutral and equally recognisable as a strong symbol connecting all people living and working within our subregion

Our Colour

• Turquoise blue.  The colour that connects us as one people from Waihi Beach through to Cape Runaway

​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, Te Arawa Coastal, Regional Bay of Plenty and beyond, from the first arrivals to those arriving to live here today, all ages and ethnicities.

​Our Values

• Vision, Connectedness, Integrity