Gisborne, New Zealand

First in the world to see the sun

The World's Edge is a Lovemark in the making... it describes an evocative destination on the world map - the Gisborne region on the East Coast of New Zealand. At the same time the metaphors it gives birth to inspires leading edge 'thinking and doing' amongst the people that live there. The World's Edge region is host to the first city (SurfCity-Gisborne) in the world to see the sun each day. The World's Edge will significantly change the lives and attitudes of its stakeholders now and into the future, moving them from a frame of "Poverty" to one of "Prosperity". This Lovemark is about one of inspiration, challenge, and belonging.

Ross, New Zealand - 15 December 2003