Content tips

To build Tāmaki Makaurau Auckland’s place brand, we need to align our communications and content to our brand themes, so we can tell coordinated and authentic stories about Auckland.

Our themes, whether used individually or in combination with each other, should be at the heart of all stories we tell about Auckland. Our essence should underpin every story we tell about Auckland. 

Use the tips and idea starters below to begin aligning your content around Auckland’s brand themes. 


He whaitua whai wairuatanga
Region of Wairuatanga


  • Is there an opportunity to showcase how our unique Māori language and culture are part of Tāmaki Makaurau Auckland’s modern identity? What stories can you share around this?  

  • Where you can, integrate values such as manaakitanga (a warm welcome), encourage Kaitiakitanga (caring for our natural resources) and whanaunatanga (kinship) into your message.  

He tōpūtanga ao 
Collective worlds 


  • How does Auckland’s multicultural population enrich life here? How do you embrace or celebrate our cultural diversity? What stories can you share around this? 

  • Choose imagery that includes Auckland’s multicultural population and incorporate other languages when it’s appropriate. 

He wāhi whakakaupapa 
Playground for ideas 


  • Where does Auckland’s youthful energy or open-minded attitude show up for you? How do you see these in our approach to work, and each other? What stories can you share around this? 
  • Is there an opportunity to touch on innovation, creativity and our entrepreneurial spirit?

He whakamarutanga ā-tāone 
Urban oasis 


  • Auckland has the best of both worlds: city and nature. How does this shape life here? What stories can you share around this? 

  • Choose imagery that shows Auckland’s connection between our urban and natural environments, or show this across the range of images you use.  


See how our region’s storytellers are aligning content to Auckland’s brand themes. 

Papatūānuku (our earth mother) is Breathing

Serene, welcoming and distinctly Auckland, Papatūānuku is Breathing has been watched over a million time across all channels and was covered by the BBC and Forbes. At a time of global panic, this video truly cut through with a message that is as distinct as it is authentic.

Brand themes: Region of Wairuatanga, Collective worlds, Urban oasis 


Smart Move campaign migrant stories

The migrant stories videos created as part of Auckland’s Smart Move campaign follow the journey of migrants who have made our region home, in a way that showcases all of Auckland’s brand themes. Extra-special to see our new residents share their pepeha (a way of introducing yourself in Māori).

Brand themes: Region of Wairuatanga, Collective worlds, Playground for ideas, Urban oasis


Share how you’re telling Auckland’s story. Get in touch at [email protected]


More than ever brands are built online. See our best practice guidelines for creating social media content.