One of Bay of Plenty's largest Maori cultural tourist attraction has been given a brand make over.

Te Puia and the New Zealand Maori Arts and Crafts Institute have unveiled the organisation's new brand marks – the culmination of more than three years work to define and articulate the two legacies (cultural development and tourism) that make up the organisation.

Te Puia New Zealand Maori Arts and Crafts Institute. Photo: Greg Taipari.

The brand marks were launched at an event attended by more than 100 guests last week including Te Ururoa Flavell, the Minister for Maori Development, the Paramount Chief of Ngati Tuwharetoa Ta Tumu te Heuheu, Rotorua Mayor Steve Chadwick, pakeke (elders), Tourism New Zealand chief executive Kevin Bowler, as well as members of the local community, iwi and tourism industry.

The event also marked the release of a unique 52 page record of the dual legacies, including more than 80 black and white and full colour photos of Te Puia from the past and present.

Te Puia chairman, Harry Burkhardt, says the launch is the culmination of many years' work to articulate the two legacies, the organisation's unique culture and commerce model, and its mandated responsibilities.

'The two legacies were formally joined in 1963 under Parliamentary legislation, and Te Puia remain inextricably linked with a distinct, and yet shared, legacy.

'It is a unique model that is unlike anything else in the world. This enables both critical cultural development activities, as well as brings a level of authenticity that is not only integral to our tourism operation, but also to that of wider Rotorua and New Zealand,” says Harry.

He says the past few years have seen significant developments for both Te Puia including a cultural strategy in 2011, which reaffirmed the values of the original legislation and has led to several ground-breaking cultural projects, such as the international exhibition, Tuku Iho.

'Today, the impact of Te Puia is felt far beyond our immediate horizons, empowering indigenous cultures around the world and strengthening the New Zealand story in important international tourism and trade markets.”

Te Puia New Zealand Maori Arts and Craft Institued chief executive Tim Cossar says the cultural strategy, business diversification and brand development process has already added impetus to cultural projects and a new strength and dimension to the tourism offer.

'This work will be central to NZMACI cultural projects, is guiding our product development and marketing, and is at the core of our upcoming site developments. The brands allow for direct engagement with wide ranging stakeholders and markets, allowing them to operate independently, or together where it makes sense.

'This work has recalibrated and brought an increased balance to our unique business model, and will bring greater meaning to our work and benefit to iwi Maori, the Rotorua economy, local community and New Zealand.”

Tim says the pakeke (elders) of Te Whakarewarewa Valley have been central to the brand development process.

'They, and their ancestors, have helped shape the organisation that it is today and their passion, legacy and knowledge are as important and relevant now as when they were first treading the paths of the Valley.”

Tim says Mauriora Kingi, a renowned Te Arawa representative who died suddenly in June, was integral to the process and provided direction and wisdom to the process.

'His contribution to these developments is just one small part of the legacy that he leaves behind. He is sorely missed.”