The World of Norfolk

The World of Norfolk - 

In this episode let’s discuss a few of the reasons that Norfolk Island is described as being a world apart. What makes Norfolk Island truly unique is not just its natural beauty or historical significance, but the way it often exists as a complete world unto itself—with its own distinct character, customs, and contradictions that set it apart from other destinations.

Travelling here is not the same as visiting anywhere in Australia or New Zealand, or for that matter, elsewhere in the South Pacific.

For example, we have a unique road etiquette whereby drivers wave to each other in passing, there is free parking everywhere, a speed limit of 50 km/hour, and cows have the right of way on all roads at all times!

A distinctive character of the island creates what many visitors later describe as a sense of "connectedness"—not only with the people of Norfolk but also with the place (the environment), its past (the lessons from history), and, above all, with themselves and their loved ones. This multidimensional connection is what makes a Norfolk holiday experience both moving and memorable.

It was in 2009 that a tourism initiative on the island began with the establishment of a local branding committee. This committee appointed Mahesh Enjeti from SAI Marketing as a Brand Architect, whose role was to develop a comprehensive set of destination branding guidelines. His approach included community workshops, visitor interviews, participation in local tours and activities, and deep research into Norfolk's history, customs, and way of life.

After immersion into Norfolk Island's community, Mahesh adeptly submerged himself "heart and soul" into the project. On 20 March 2009, a tourism brand was formally launched as: "The World of Norfolk - Small world. No small wonder."

During this on-island tourism exercise, the concept of a "lovemark" entered the branding committee's vocabulary through an inspirational book, "The Lovemarks Effect." What exactly is a lovemark? And why was it particularly relevant to Norfolk Island?

A lovemark is a concept seen to supersede traditional branding practices. "A lovemark 'inspires loyalty beyond reason'. The originator of the concept of lovemarks is Kevin Roberts, CEO worldwide Saatchi & Saatchi. He describes a lovemark as 'reaching your heart and well as your mind... creating an intimate, emotional connection that you just can't live without. Ever.'"

For many of us here, our island is already a lovemark—a place that anchors our hearts and souls, our home and heritage. It was already apparent in visitor behaviour, as many return to the island repeatedly over the years—with one couple reportedly visiting 22 times!

Often first-time visitors to the island aren’t sure what to expect from their holiday. Many believed they could cover the entire island in a matter of days, given its small physical size (5km by 8km).

This initial perception, however, quickly gives way to astonishment and pleasant surprise when visitors discover that even a week was not long enough to experience all that Norfolk had to offer.

Another of our unique and distinctive features is our Norf’k language - A fieldworker, Elwyn Flint, was a linguist from the University of Queensland, who visited the island and conducted some of the first in-depth scientific investigation into the language of Norfolk Island in 1957. Listen to an audio snippet.

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