DESTINATION AUCKLAND

Authors:Andrea Scacchioli, Davide

Antonelli, Michael Leiter, Stefania Sossi

Place Branding

Master in Tourism Management (VII Edition), IULM, Milan

Population: 1,354,900 residents

11.5% of the residents are Maori

10° most livable city in the world in 2010 (The Economist)

Auckland: an overview

Auckland

Also called “The City of Sails” It lays on the Auckland Volcanic

Field that had produced around 50 volcanoes

A. Perceived Identity: we asked 5 questions to 15 to

people from Auckland using social media.

B. Perceived Image: we asked 4 questions to 20

people from different countries.

C. Projected Image: we analyzed the main New

Zealand’s blogs and online newspapers.

1. Brand Analysis

1. Brand Analysis: perceived identity

1.Do you think you have a strong sense of belonging toward

Auckland and New Zealand in general?

Yes60%

No27%

Don't know13%

Most of citizens feel well integrated in

the city, but part of them doesn’t know

or don’t agree because they have just moved there. In fact Auckland is a very multicultural

city, but this represent a strenght

for them.

1. Brand Analysis: perceived identity

2.In your opinion, which are the icons the better

represent Auckland?

1. Brand Analysis: perceived identity

3.According to you, which are the most popular free time

activities?

Surfi

ng

Saili

ng

Barbe

cuei

ng

Rugby

Goi

ng to

the

beac

h0

4

8

12According to our research

the most popular

activities are outdoor and

sport. Many people

answered more than one activity, that is why we have more than 15

answers.

1. Brand Analysis: perceived identity

4.Which are the things you are more proud of about

your city and your country?

All Blacks’

rugby Union

Multicultural

environment

Wonderful landscapesLivable lifestyle

Unique natural

treasures

1. Brand Analysis: perceived identity

5.Which are some typical products of Auckland and

New Zealand?Kumara balls

Pin

eapple

Lum

ps

Kiwi Wine

Coconut Buns

Asian and European cuisine

1. Brand Analysis: perceived image

1. Do you knwo where is

Auckland?

55%25%

20%

New Zealand AustraliaDon't know

2. What is the first idea that comes to your

mind about Auckland?

Positive75%

None25%

1. Brand Analysis: perceived image

Because of the lack of awareness

among international tourists as we saw

in the previous graphs, we also

notice that they are not sure to go

Auckland in the future.

3. Are you interested to go there?

Yes

No

Don't know

0 1 2 3 4 5 6 7 8 9 10

1. Brand Analysis: perceived image

4. Which images or icons come to your mind about Auckland?

OCEAN

NATURE

SKYSCRAPER

S

WILDELIFE

VOLCANOES

KANGARO

OSBEACHES

& SUN

DON’T KNOW

1. Brand Analysis: projected image

Outdoor

Adventure

Surfing

Aerobatic Flights

Asian Cuisine Whale and

dolphin safaris

Inexpensive

Friendly

Bungee Jumping

Sky Tower

B&B

Hotels

Culture

Rugby

Architecture

Leisure & Recreation

Modern

Asian Cuisine

Wine tours

Hospitality

Auckland’s target market is outdoor and athletic sport oriented.

2. Brand Essence

Although Auckland is a new and modern city, its values are based around nature and its beautiful surroundings.

Try to say that we are not welcoming!

“You’ll always want to be the first to

reach us”

Try to guess why Frodo is still here!

Create connected cycle ways around the city. Sort out the dismal public transport problems, make

cycling safer through better road design, and bring in better city planners.

Public Transport needs to be improved. Look after heritage buildings, like St. James Theatre

which needs to be renovated. More greenways.

3. Implementation: constructions

How could we make Auckland a better place to live, work and play in?

Encourage, protect and support creative hubs for a stronger economy (art/design/fashion/technology/innovation).

More creative exciting public spaces. Dynamic and unique. 

Tighter protection of architectural and environmental standards in the CDB. To encourage it to look more cohesive

Tighter standards on housing for example the shoe box apartments, which are low budget apartments that don’t fit with the overall image of the city.

3. Implementation: constructions

To develop and open up the waterfront, introducing more green and accessible spaces. It is an highly important area for tourism.

More cultural and music events for greater economic impact; for example exploiting more the existing theaters which offer once in a lifetime acoustic experience.

Encourage more global flagship retailers to the CBD (Central Business District) to mix with boutique shops and development of downtown shopping centers.

3. Implementation: cooperation

Proposing dynamic tourism packages focusing on long stay holidays.

Involving local people in making crucial decisions related to the development of the city. Continuing research, surveys and statistic analysis could be very useful.

Auckland should better communicate to the world its ambience, people’s attitude and heritage. For example, trying to strength the current advertising campaign through traditional and social media. They should collaborate more with 100%NewZealand, improving global awareness.

3. Implementation: communication

Thank you!

Master in Tourism Management, IULM University