Brand Journey
Behind the scenes
Wrangling these different strands of Auckland into something coherent was never going to happen overnight. Plenty of people would have an opinion on it. So we went out and asked them.
With apologies to the remaining 1.3 million Aucklanders, 4 million or so New Zealanders and 6 billion other citizens of the globe, we only managed to get the views of a few thousand of you.
Still, when those involved include every mayor in the region, the Government, the Leader of the Opposition, a former Governor-General, community and business leaders, countless members of the public and respondents from as far away as London, Moscow and Shanghai, you'd think we had a fair cross section.
You know the most astonishing thing? People agreed. There was a lot more consensus than you'd think on what the major issues were, and the positive picture of Auckland that we should present to the world.
Because there really is plenty to celebrate. Things like having one of the highest-rated universities in the world, and how Auckland can stage world class events like Pasifika and the Netball World Championships.
Things could clearly be better. And there were a few different ideas on how to fix them. But they were mostly about the details, not the big picture. Surprised? So were we. But very encouraged.
It gave us a spirit of collaboration that has sustained this project through to where we are now.
For an organisation marketing internationally to an industry that is highly creative and big business for Auckland, this brand is great. It's creative, bold and it screams Auckland so will add tremendous value for Film Auckland…”
Michael Brook
Executive Manager
Film Auckland