3 days ago
- Business
- Otago Daily Times
Goodbye old CBD, hello The Exchange
Timaru's CBD was officially rebranded as The Exchange last week. PHOTO: CONNOR HALEY
The heart of Timaru has been given a bold new identity
Last week the city's CBD officially became branded as The Exchange.
As part of the rebrand, a new online guide and website was launched in an effort to provide locals and visitors with everything they would need to shop, dine, relax and explore in central Timaru.
The Exchange is also the new destination name for the Timaru Business Improvement District (BID) area.
It was developed in collaboration with the CBD Group, local businesses, community stakeholders and creative agency SPF Websites, based within the BID itself.
BID manager Tania Stoddart said in statement they were proud to have launched The Exchange after two years in the making.
"We hope people feel a sense of connection as they explore the website and rediscover the businesses in our CBD.
"During consultation, it became clear that our point of difference isn't about size or scale, it's the craftsmanship, the personal service, and the community feel that makes this place special.
"This brand gives us a platform to showcase everything that makes our CBD special. It's a catalyst for economic momentum and a celebration of local pride."
The name The Exchange was chosen as it draws from Timaru's rich trading history and symbolises the ongoing exchange of ideas, commerce, and culture.
The launch marked a major milestone in the evolution of the Timaru BID, which was formalised in 2023 and adopted into the Timaru District Council's 2024 Annual Plan.
The new destination brand aimed to support the BID's mission: "to drive foot traffic, enable business growth, build confidence, and position the CBD as a place where people want to work, live, invest and belong".
—APL
