OPC Rebrand puts Sir Edmund Hillary’s name back in the spotlight

The outdoor education centre originally named after Sir Edmund Hillary, has put the name of New Zealand's most famous explorer back at heart of its brand.

The Sir Edmund Hillary Outdoor Pursuits Centre of New Zealand – commonly known as the Outdoor Pursuits Centre (OPC) – has been known as Hillary Outdoors since the beginning of October.

The new name was coined by OPC Chief Executive Graham Seatter as a tribute to the organisation’s former patron.

Seatter explains “Sir Edmund Hillary was a huge supporter of our programmes and we worked closely with him for more than 30 years.

“But our full name was too cumbersome and over time, the Hillary name was dropped from our everyday brand.

“We wanted to return to a brand that honoured Sir Edmund and his incredible contribution to outdoor education.”

Colenso BBDO developed the brand concepts and Creative Chairman Nick Worthington says it was clear from the outset that the new name was a “stroke of genius”.

Worthington states “it’s a competitive market, even in the world of outdoor education, and OPC was not top of mind.

"Elevating the Hillary name, simple though it seems, will have a profound effect on the top of mind recall and recognition of the much loved but hard to remember brand.”

Worthington says creating a logo and brand identity with Hillary at its heart was a simple exercise, adding "capturing a timeless feel allowed us to harness both the richness of the past and a vision for the future.

“The new name and logo now truly reflects the nature of Hillary Outdoors and its place in the hearts and lives of thousands of Kiwis over the last 40 years.”

The Hillary family also welcome the change with Sarah Hillary commenting “it is a great honour to have our family name associated with the organisation.

"My father fully supported the Outdoor Pursuit Centre from the start, through his relationship with his friend Graeme Dingle.

"Hillary Outdoors aims to challenge and empower people by getting them into the natural environment, their programs are very much in keeping with my father’s philosophy on life.”

Seatter adds “we’re delighted with our new brand and logo.

“Sir Edmund Hillary remains a huge inspiration to our team. His adventure, courage, perseverance, leadership and community-mindedness are attributes we strive towards in our programmes.”

Hillary Outdoors is short for Hillary Outdoors Education Centres, while the official business name is the Sir Edmund Hillary Outdoors Education Trust.

While the brand may be changing, everything else about Hillary Outdoors remains the same.

Seatter concludes “it’s business as usual, we’re excited about moving forward as Hillary Outdoors.”

For more information go to www.hillaryoutdoors.co.nz

7th August 2014 - $700,000 GRANT FOR OUTDOOR RECREATION

6th March 2014 - MOUNT EVEREST RUBBISH TARGETED BY NEPALESE AUTHORITIES