Local Govt | National News Video | Parliament Headlines | Politics Headlines | Search


Tourism campaign new opportunity for Auckland


Media Release

Embargoed until 5am Tuesday 16 September

Tourism campaign heralds new opportunity for Auckland

Tuesday 16 September

A new campaign to promote the Auckland region as a visitor destination marks the debut this week of a new way of presenting Auckland to the world.

AucklandPlus Chairman Michael Barnett says the initiative to develop a brand for the whole Auckland region is all about telling Auckland’s story and strengthening its reputation in the global marketplace.

“The brand is ‘Auckland’ and it has been developed in a way that allows us to talk about Auckland – its spirit, its personality, its heritage and all the possibilities on offer here – with one coherent, consistent identity.

“Brand is about reputation and through our brand values and story this brand will establish Auckland’s reputation as a destination to visit, live, work, invest, study and do business.

“With the Royal Commission, we are at a moment in time that is about Auckland coming together for the good of the whole region. There has never been a better time to do this with Rugby World Cup 2011 on the horizon and the fantastic opportunities that provides to showcase Auckland to the world as a major events, visitor and business destination.

“A strong value proposition is a ‘must have’ for any region wanting to compete internationally. This is a serious investment in Auckland’s economic development and will deliver a return for Aucklanders and New Zealand,” Mr Barnett says.

The Tourism Auckland campaign which features in print media and on www.aucklandnz.com from Wednesday incorporates the new brand using images which tell a story of Auckland as a spirited and diverse region.

The need for a strong Auckland brand was identified in the Auckland Regional Economic Development Strategy in 2002. It was listed as one of the actions in the Metro Project Action Plan launched in 2006 following the recommendations from a team of international experts and input from a wide range of Auckland leaders.

The Auckland brand has backing at a national level from New Zealand Trade and Enterprise, Ministry of Economic Development and Tourism New Zealand.

New Zealand Trade and Enterprise has been a funding partner in the project, while representatives of Tourism Auckland, Ministry of Economic Development, Air New Zealand, AucklandPlus and Auckland Regional Council joined forces to steer the development of the brand. Branding specialists DesignWorks were appointed to develop the brand. The finished work has won the endorsement of Tourism New Zealand CEO George Hickton.

Mr Barnett says the brand is about giving Auckland something that a whole range of Auckland agencies can use to strut our stuff here at home, throughout New Zealand and around the globe with one coherent, consistent identity.

“Research shows that Auckland lacks presence and awareness in a world where city-regions compete to attract investment, talent and visitors. Changing that perception will deliver a huge return on our investment.”

As well as the Tourism Auckland campaign the new brand will be seen initially in:

• Tourism Auckland promotional material (e.g. website, The Auckland Guide)

• Film Auckland promotional material (Korea, October)

• The New Zealand Opportunities Expo in London (October)

• Tourism New Zealand rugby ball pavilion in London (November)

• International Netball tests (Vector Arena, September / October)

• LA Galaxy vs Oceania (Mt Smart Stadium, December)

• AucklandPlus promotional material for potential investors

The brand will be available for use by tourism bodies, economic development agencies, local councils, individual businesses, educational institutions and others who have roles to play in building Auckland’s reputation.

Mr Barnett says this project has been about talking to people and researching the truth about Auckland, developing that into a brand strategy, a set of values, a compelling brand story and finally a visual identity that reflects Auckland.

“Like any new brand everyone will have an opinion on it. I would say to anyone - visit brandauckland.com and listen to Oscar Kightley telling the Auckland story and then tell me what you think of it.”

For more information on the Tourism Auckland campaign visit www.aucklandnz.com.

For more information on Brand Auckland visit www.brandauckland.com.



© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell: On DHB Deficits And Free Trade

Currently the world is looking on aghast at the Trump administration’s plans to slash Obamacare, mainly in order to finance massive tax changes that will deliver most of their gains to the wealthy. Lives will be lost in the trade-off. Millions of Americans stand to lose access to the healthcare they need.

Spot the difference with New Zealand, where DHBs are under intense pressure to reduce deficits within a climate of chronic underfunding. More>>


Greens' Response: Slum-Like Rentals Exposed In Renting Review

“...The grim findings of the review are a wakeup call about the true state of rentals in this country. Too many renters are festering in slum-like conditions under the thumb of landlords who have largely unchecked powers and ignore tenants’ complaints when it suits them.” More>>


Gordon Campbell: On The Life And Times Of Peter Dunne

The unkind might talk of sinking ships, others could be more reminded of a loaded revolver left on the desk by his Cabinet colleagues as they closed the door behind them, now that the polls in Ohariu had confirmed he was no longer of much use to National. More>>


Gordon Campbell: On Labour’s Campaign Launch

One of the key motifs of Ardern’s speech was her repeated use of the phrase – “Now, what?” Cleverly, that looks like being Labour’s response to National’s ‘steady as it goes’ warning against not putting the economic ‘gains’ at risk. More>>


Lyndon Hood: Social Welfare, Explained

Speaking as someone who has seen better times and nowadays mostly operates by being really annoying and humiliating to deal with, I have some fellow feeling with the current system, so I’ll take this chance to set a few things straight.. More>>


Deregistered: Independent Board Decision On Family First

The Board considers that Family First has a purpose to promote its own particular views about marriage and the traditional family that cannot be determined to be for the public benefit in a way previously accepted as charitable... More>>


Transport Policies: Nats' New $10.5bn Roads Of National Significance

National is committing to the next generation of Roads of National Significance, National Party Transport Spokesperson Simon Bridges says. More>>





Featured InfoPages

Opening the Election