The Auckland Plan published in 2012 outlined how a distinctive Auckland story would capitalise on the region’s attributes, help to differentiate Auckland, and enhance its international reputation by providing a coherent value proposition to attract skilled migrants, investors, innovators, visitors, entrepreneurs and events, and the economic growth benefits they bring.
As the region’s economic growth agency and the organisation responsible for delivering a number of key priorities in the Auckland Plan and complementary Economic Development Strategy, ATEED was mandated by Auckland Council to carry out this work.
This work has been directly referenced in previous and current ATEED Statements of Intent, most recently approved by the CCO Governance and Monitoring Committee on 2 July 2016. Through the 2016-19 SOI, Council has instructed ATEED to
“Lead the development of a global brand proposition for Auckland that capitalises on Auckland’s Māori identity as a point of difference in the world. Work with partners to promote the Auckland identity and brand story consistently and seamlessly across all activity in domestic and international markets in a way that leverages our distinct advantages. Benchmark and validate brand awareness and traction.”
As a result of this directive, ATEED embarked on the development of the ‘Auckland Story’ – initially given a working title of Global Auckland. The development of the Auckland Story is designed to complement central government’s ‘New Zealand Story’, which is used by MFAT and NZTE for New Zealand businesses, agencies, individuals and organisations looking to reach out to the world.
Some sections of the media have been reporting that ATEED has been working on the development of “a new city slogan”. This is a complete mistruth. Clarification of inaccuracies reported are listed below:
- At no time has this project been about developing a new logo or slogan for the city. This point has been made clear to the media who have continually overlooked this key detail. Those elements are potentially just a small part of what makes up a regional identity which resonates with international audiences such as potential investors, skilled migrants, businesses, high-value visitors and fee-paying students. A new slogan or logo has not been central to this work.
- The translation of Tamaki Makaurau was considered the best distillation – in draft – of what this place meant to the original inhabitants, and it also resonates with the feedback from the 55,000 people. It is not a final position but an underlying theme that emerged throughout the discovery phase.
- ATEED does not have 115 people working on this project. The internal project team comprises three people. It is disingenuous to claim that Council staff who attended a one hour brainstorming session are working on the project.
- ATEED has regularly reported progress on this project to the governing body through the quarterly reporting process and in our Annual Reports 2014-15 and 2015-16. For example, ATEED noted in its Q4 2014-15 report that $101,000 had been spent to that point on phase 1 of the project, and has included updates on the other project milestones and progress.
For more information please read a full summary published on the Public Information section of ATEED’s website.