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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Transcript

The World of Norfolk 

Welcome to Episode 41 of the Untold Norfolk Island travel podcast series.

My name is Jodie Williams and as a Norfolk Islander & Churchill Fellow, I am your ‘on island’ podcast host.

>>> Audio: You have just heard a snippet from a performance by the band ‘Mutinee’ in 1980

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.

The challenge was significant: how to instill the layers upon layers of information, emotions, statistics, facts and figures into a clear message and promise? How to perhaps create a "cover" for Norfolk's comprehensive "book" that would entice potential visitors to explore its pages and, ultimately, the island itself?

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! This demonstrated the strong emotional connection that many visitors form with Norfolk after their holiday experience and a connection that goes beyond rational decision-making.

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.

On the world map, Norfolk Island appears as merely a tiny speck in the ocean. Yet the actual visitor experience vastly exceeds what its size would suggest. With more than 170km of roads, ever-changing landscapes, amazing beaches, stunning views, volumes of history, excellent dining venues, diverse accommodation options, and a wealth of activities, the island consistently bewilders visitors with its unexpected depth and breadth.

The branding consultant, Mahesh Enjeti, artfully compared the experience of coming to Norfolk Island to discovering planet Earth from outer space: "From a distance, you see just a mere speck in the galaxy. But, as you approach you begin to notice the interesting topography, recognise the presence of water and life, appreciate the varied beauty and finally once you have landed, you are completely astounded by the diversity of its geography, history, people, language, culture and customs."

This metaphor perfectly captured the essence of Norfolk's unique appeal—a small place containing a complete world of experiences, waiting to be discovered by the curious traveller.

Another of our unique and distinctive features is our Norf’k language - A 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.

He devoted considerable space to a discussion of the unique role his informants played in his field practice. “It may truthfully be said that the
people of Norfolk Island are the real authors of anything linguistic written in this chapter.” Hetold his readers, the Norfolk Islanders astonished him with “the breadth of their knowledge and their quick practical grasp of the essentials of what was required. . . . So much was this so, that at times there was the strange feeling that the roles of research worker and informants were reversed, and that it was the islanders who were really conducting the project; and this feeling persists.”

AUDIO>> Have a  listen now to one of the recordings captured in 1957 by Elwyn of two island men discussing in our distinctive ‘Norf’k language’ what visitors to the island may experience during their holiday here.

It is an essence of effective destination branding to find the authentic truth of a place and express it in a way that resonates emotionally with potential visitors, creating both desire and appropriate expectations.

Norfolk Island offers an emotional journey that visitors can experience, from initial curiosity about a small place to ultimate amazement at the depth and breadth of experiences found there.

AUDIO>>> Have a listen now to another track from our sound heritage collection - with many thanks to George Smith - this features the local Matinee Band in 1980.

When you choose to visit explore our island, there are layers upon layers to uncover as you gather a deeper understanding of our small island community. 

Within our unique Norf’k language you will find many sayings that more often than not, express humour or teasing.
 

For example, 
‘in-a-eye’ ~ translates to: the apple of one’s eye, a very favourite person, the light of one’s life. 

‘myse-eye-se-stig’ ~ refers to something / someone a person finds eye catching or attractive.

Or.. ‘you es myse rotten ee-egg’ ~ literally: you are my ‘rotten egg’ ~ this saying is used to describe a favourite child, particularly someone upon whom an older person dotes! 

How can a ‘rotten egg’ correlate to ‘favouritism’ ?? Often the literal meaning.. is meaningless… unless you uncover a deeper understanding of our traditions and way of life with our Norf’k language.

So much to share, so much to learn - we look forward to welcoming you here.

Thanks so much for joining me this week.