Brand Journey
Who are we talking to?
We're not just talking to potential visitors. The world's great cities have reputations that drive investment, migration, business success and international standing. Visitors are essential in all sorts of ways - their first-hand experience spreads our reputation - but it's also about projecting Auckland onto the world stage. Auckland is New Zealand's one true hope of a world-class, international city. And, nowadays, it is cities and their surrounding regions that drive the success of nations.
So we need to articulate what's great about Auckland to a range of people.
Investors, large corporates, small businesses, the media, the travel trade, international travellers, domestic travellers, governments, migrants, cultural bodies, influential organisations - they all have the potential to bring something positive to Auckland.
Auckland's future is in positioning itself globally as a centre for innovation. This brand plays a pivotal role in telling Auckland's story, creating recognition, relevance and understanding that this is a place where ideas and new technologies really come to life.”
Helen Robinson
TZ1