A city’s brand is more than a set of colours, fonts, logos and communication guidelines. It comes from within that place and is expressed through the people who bring it to life.

The development of Tāmaki Makaurau Auckland’s positioning and narrative, or brand, was undertaken by Auckland Tourism, Events & Economic Development (ATEED) – which is now part of Tātaki Auckland Unlimited, Auckland’s economic and cultural agency – as a key deliverable of the  Destination AKL 2025 strategy. Our aim is that by 2025, Aucklanders and visitors alike will identify with a cohesive, unique Auckland identity and story that differentiates our place in the world. 

To achieve this we partnered with international destination marketing agency, Destination Think to identify Auckland’s unique assets and attributes. Extensive research was undertaken through workshops and surveys with residents, visitors, students and businesses and analysis of more than 90 million online conversations. A marketing advisory group, drawn from private and public sector organisations engaged in telling Auckland’s story has guided the process. 

We look forward to working with you to tell Tāmaki Makaurau Auckland’s story. For more information or questions, please contact [email protected]