Brand Journey
Where should Auckland be?
The Auckland we know - good and bad - isn't going to change overnight just because we discover a smart way to talk about it. We need to accept what Auckland is and work with it, not try to turn it into a copy of somewhere else.
And Auckland sure ain't all bad. Not when international surveys place Auckland as the 5th best city in the world for quality of life. Maybe that's why so many people want to come and live here.
Sure, some things need fixing. And we've been working on that too. Because you can't just blow hard about a place and suddenly everyone believes you.
When something doesn't live up to its reputation, the result is disappointment and dislike.
That's why the Metro Project was set up: to deliver on the promise of Auckland. So, as well as defining what we want Auckland's reputation to be, we're doing the hard stuff that backs it up.
Improved infrastructure, a new campaign to attract visitors, adding relevant skills to the workforce, supporting business innovation and transforming the economy - all these things are in train. Some are happening right now.
The international market is looking for a single, well defined entity called Auckland and for the first time we have a brand that reflects that. It is a simple, clear brand identity for the whole of Auckland, designed to connect with key target markets and help attract investment, visitors and talent.”
Greg Muir
Executive Chairman
Pumpkin Patch