place branding, auckland
DESCRIPTION
Auckland's place branding projectTRANSCRIPT
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DESTINATION AUCKLAND
Authors:Andrea Scacchioli, Davide
Antonelli, Michael Leiter, Stefania Sossi
Place Branding
Master in Tourism Management (VII Edition), IULM, Milan
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Population: 1,354,900 residents
11.5% of the residents are Maori
10° most livable city in the world in 2010 (The Economist)
Auckland: an overview
Auckland
Also called “The City of Sails” It lays on the Auckland Volcanic
Field that had produced around 50 volcanoes
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A. Perceived Identity: we asked 5 questions to 15 to
people from Auckland using social media.
B. Perceived Image: we asked 4 questions to 20
people from different countries.
C. Projected Image: we analyzed the main New
Zealand’s blogs and online newspapers.
1. Brand Analysis
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1. Brand Analysis: perceived identity
1.Do you think you have a strong sense of belonging toward
Auckland and New Zealand in general?
Yes60%
No27%
Don't know13%
Most of citizens feel well integrated in
the city, but part of them doesn’t know
or don’t agree because they have just moved there. In fact Auckland is a very multicultural
city, but this represent a strenght
for them.
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1. Brand Analysis: perceived identity
2.In your opinion, which are the icons the better
represent Auckland?
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1. Brand Analysis: perceived identity
3.According to you, which are the most popular free time
activities?
Surfi
ng
Saili
ng
Barbe
cuei
ng
Rugby
Goi
ng to
the
beac
h0
4
8
12According to our research
the most popular
activities are outdoor and
sport. Many people
answered more than one activity, that is why we have more than 15
answers.
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1. Brand Analysis: perceived identity
4.Which are the things you are more proud of about
your city and your country?
All Blacks’
rugby Union
Multicultural
environment
Wonderful landscapesLivable lifestyle
Unique natural
treasures
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1. Brand Analysis: perceived identity
5.Which are some typical products of Auckland and
New Zealand?Kumara balls
Pin
eapple
Lum
ps
Kiwi Wine
Coconut Buns
Asian and European cuisine
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1. Brand Analysis: perceived image
1. Do you knwo where is
Auckland?
55%25%
20%
New Zealand AustraliaDon't know
2. What is the first idea that comes to your
mind about Auckland?
Positive75%
None25%
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1. Brand Analysis: perceived image
Because of the lack of awareness
among international tourists as we saw
in the previous graphs, we also
notice that they are not sure to go
Auckland in the future.
3. Are you interested to go there?
Yes
No
Don't know
0 1 2 3 4 5 6 7 8 9 10
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1. Brand Analysis: perceived image
4. Which images or icons come to your mind about Auckland?
OCEAN
NATURE
SKYSCRAPER
S
WILDELIFE
VOLCANOES
KANGARO
OSBEACHES
& SUN
DON’T KNOW
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1. Brand Analysis: projected image
Outdoor
Adventure
Surfing
Aerobatic Flights
Asian Cuisine Whale and
dolphin safaris
Inexpensive
Friendly
Bungee Jumping
Sky Tower
B&B
Hotels
Culture
Rugby
Architecture
Leisure & Recreation
Modern
Asian Cuisine
Wine tours
Hospitality
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Auckland’s target market is outdoor and athletic sport oriented.
2. Brand Essence
Although Auckland is a new and modern city, its values are based around nature and its beautiful surroundings.
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Try to say that we are not welcoming!
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“You’ll always want to be the first to
reach us”
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Try to guess why Frodo is still here!
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Create connected cycle ways around the city. Sort out the dismal public transport problems, make
cycling safer through better road design, and bring in better city planners.
Public Transport needs to be improved. Look after heritage buildings, like St. James Theatre
which needs to be renovated. More greenways.
3. Implementation: constructions
How could we make Auckland a better place to live, work and play in?
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Encourage, protect and support creative hubs for a stronger economy (art/design/fashion/technology/innovation).
More creative exciting public spaces. Dynamic and unique.
Tighter protection of architectural and environmental standards in the CDB. To encourage it to look more cohesive
Tighter standards on housing for example the shoe box apartments, which are low budget apartments that don’t fit with the overall image of the city.
3. Implementation: constructions
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To develop and open up the waterfront, introducing more green and accessible spaces. It is an highly important area for tourism.
More cultural and music events for greater economic impact; for example exploiting more the existing theaters which offer once in a lifetime acoustic experience.
Encourage more global flagship retailers to the CBD (Central Business District) to mix with boutique shops and development of downtown shopping centers.
3. Implementation: cooperation
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Proposing dynamic tourism packages focusing on long stay holidays.
Involving local people in making crucial decisions related to the development of the city. Continuing research, surveys and statistic analysis could be very useful.
Auckland should better communicate to the world its ambience, people’s attitude and heritage. For example, trying to strength the current advertising campaign through traditional and social media. They should collaborate more with 100%NewZealand, improving global awareness.
3. Implementation: communication
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Thank you!
Master in Tourism Management, IULM University