23/04/2026
Very interesting re-brand. While the Railway Station is an iconic much photographed building it is not the primary focus of a Rail brand. There is no generation of income from the building for Dunedin Railways other than the convenience of being a tenant and a perfect place to get on an off the train. Anchoring your brand to a non-revenue earning building is bizarre. The primary focus for Dunedin Railways in our opinion is the train, the trips and excursions that people pay for and enjoy that is the focus and the “brand”. It seems from this experiment that the train has become the secondary focus of the Board, Council and the operations team. The Otago Excursion Train Trust endorses and applauds progress with Dunedin Railways but not when it looks like this.
