There is no such thing as a tourism brand, an economic brand, and a citizen brand. They cannot be considered separately. A place has only one brand, one reputation. A brand is an ecosystem, and understood this well. That's why ATEED (now Auckland Unlimited), collaborated with Frank Cuypers as senior strategist of Destination Think to uncover Tāmaki Maukara's identities. The process involved extensive research and collaboration with residents and stakeholders to develop a brand that is not only co-created with, but also supported by the community. In Tāmaki Maukara's case, this co-creation involved collaborative workshops, focus groups, and engagement with Māori community members. In-depth research with Auckland stakeholders and residents, international sentiment analysis and a review of Auckland's social media and online communications, led to the final development of a self-service digital brand home, brand-aligned campaigns and a brand recovery strategy when COVID-19 struck.
Reference: Shelley Watson, Director and Clair Barker, Head of Brand
Our team members have executed similar work in Munich, Grand Junction, Launceston, Colorado, Aruba, Ottawa, Saskatchewan, Calgary, Dublin, California.
