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DCC to Establish New Marketing Agency

DCC to Establish New Marketing Agency

Dunedin, 29 January 2014 – The Dunedin City Council is establishing an in-house City marketing agency to align the city’s promotional activities across key sectors and drive better marketing outcomes for the city.

At its meeting on 24 January the Council agreed to create the agency to promote tourism, business and education.

Dunedin Mayor Dave Cull says the move is aimed at delivering a broader range of effective messages for the city through the new agency. It aims to carry on the excellent work Tourism Dunedin has done for tourism across education and business as well.

He says the Council has been exploring the feasibility of establishing a new agency to assume responsibility for marketing key sectors in the city, following a decision in principle to do this last year.

“It is an opportunity for Dunedin to do more together to promote all of Dunedin’s investment opportunities. We believe the decision will help us towards our vision of developing Dunedin as one of the world’s great small cities.”

Council Chief Executive Officer Dr Sue Bidrose says the structure of the agency is yet to be determined.

“At the moment a lot of good work is being done by different departments and agencies across the city, but it is pretty fractured. A single team will help us find more efficiencies and help us provide a more consistent message. Its work will be closely aligned with the work of Council’s Economic Development Unit and i-SITE.”

The intention is to disestablish Tourism Dunedin by 30 June this year and establish the agency by 1 July. Dr Bidrose says many of the skills within Tourism Dunedin are compatible with those required at the agency and some posts are likely to transfer across where there is direct alignment. Other staff will also be encouraged to apply for roles within the new agency.

Mr Cull says the Council wishes to acknowledge the achievements and contribution of Tourism Dunedin staff and Board.

“It has not been an easy decision. Tourism Dunedin has done a wonderful job in promoting tourism, but we are aiming to get the best outcome for Dunedin and to do that we need to promote our business and education sectors more effectively, not just concentrate on tourism.”

Tourism Dunedin Board Chair, Trish Oakley says the Board of Tourism Dunedin supports the creation of a City marketing agency and has worked closely with the Dunedin City Council on the proposal.

“A city marketing agency will help us better position the City as a place to live, work, visit study and invest. It will allow us to build on the work that has been done by Tourism Dunedin staff and other stakeholders.

“This change presents us with an opportunity to work closely with visitor sector leaders and build on the confidence we share in the sector’s ability to make an important economic contribution to Dunedin.”

Dr Bidrose says the performance of the agency will be reviewed after 18 months with a view to assessing whether, in the longer term, the marketing objectives of the city could be best met by establishing the agency as a Council Owned Company (CCO).

ENDS

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