For years, Auckland stakeholders expressed the need for an authentic Auckland story.

While “brand New Zealand” resonates globally, Auckland – the country’s largest city and economic hub – is less well known. The inability to clearly articulate distinctiveness was a problem. Previous unsuccessful attempts to create an Auckland identity resulted in caution – with ‘brand’ perceived as a logo or strapline, and expensive.

The solution was to incorporate the development of a “positioning and narrative” into a new Destination AKL 2025 Strategy, created with an Industry Leaders Group, and ratified by the Mayor.