Dunedin is New Zealand’s highest-profile City
9 June 2005
Dunedin is New Zealand’s highest-profile City - Survey Dunedin - What is New Zealand’s highest-profile City - Auckland perhaps, or maybe Wellington?
How about Dunedin? Yes, according to the latest independent survey from research group Ignite Research; Dunedin continues to have the highest profile of any city surveyed in New Zealand. More than a third of people surveyed were spontaneously aware of advertising from Dunedin. This is in contrast of awareness of other cities advertising, with 15% for Wellington, 5% for Christchurch, 2% for Auckland and 1% for Invercargill.
According to the Ignite Research survey, Dunedin’s marketing campaign also had a prompted awareness level of 73%, an incredibly high figure, the highest ever Dunedin has ever achieved and is up from 62% in 2004.
The research data for Dunedin continues a trend in
recent years of the City’s I Am Dunedin marketing campaign
placing Dunedin at the forefront of New Zealanders’ minds.
The research showed New Zealanders are viewing Dunedin as:
- An original city with a unique identity
- A city with an easy-paced, unrushed lifestyle
- A city suitable for families
- A positive city
The positive views in the survey are supported by the City’s strong economic growth with Dunedin as a leading growth area of New Zealand. Job growth has increased significantly over the last three years with an additional 6,000 FTEs created and housing prices continually rising.
Dunedin City Council’s General Manager of Strategy and Development, Peter Brown, said the survey results confirm anecdotal evidence that Dunedin’s reputation as a lifestyle destination is growing.
“Dunedin is a place where life is worth living and an increasing number of people are recognising that,” Mr Brown said.
“We have had literally thousands of people moving down to enjoy the Dunedin lifestyle in recent years and they are now reaping the benefits of what we have to offer.”
Mark Lloyd, Director, Ignite Research said: “The results suggest that the campaign continues to work well for Dunedin, increasing the profile of the City in Auckland and Wellington.”
“There is no doubt that the campaign is attracting people to visit or considering to live in the City and contributing to a more positive brand.”
The Dunedin marketing campaign highlighted traffic jams in Auckland and Wellington, and bus and billboards in each city have been placed in high-traffic-density areas to contrast with the trouble-free lifestyle in Dunedin. The campaign aimed to be competitive, rather than negative.
The campaign especially targets skilled tradespeople and professionals, because Dunedin is experiencing a shortage of people in these areas.
Among other highlights of the Ignite Research survey specific to the Dunedin campaign: Based on what they have seen or heard, a total of almost nine in ten people (87%) considered Dunedin one of their preferred places to live, wouldn’t mind living there if they had the chance, or would like to learn more about Dunedin.
The campaign continues to be informative for a large proportion of people, with 39% commenting that the advertising has informed them about Dunedin and its work and lifestyle opportunities. Two in ten homeowners (19%) say they are more likely to live in Dunedin based on the advertising they have seen.
More people are positive about Dunedin with almost one in five (20%) also having taken action due to the advertising seen. Most activity has been centred on planning a holiday to Dunedin, which has been one of the desired outcomes encouraging people to check out the City as a potential new home destination.
Consistent with the high proportion of people actually planning a holiday to Dunedin, almost half the sample (45%) comment they are more likely to visit Dunedin as a result of seeing the advertising, which indicates the success of the campaign in promoting the city as an attractive destination.
People aware of the advertising have a more positive image of Dunedin than those who haven’t, particularly in the areas related to lifestyle, relaxation, suitability for families, range of activities, and convenient access to everything The Council’s Marketing and Communications team, working alongside local creatives Murray Page and Bill Nichol Photography, produce the I am Dunedin advertising campaign in-house.