A regional brand identity for Auckland

Developing a consistent and compelling regional brand identity will provide the glue to unify a wide range of marketing messages and fully integrate local and national efforts. Integrated regional brand communications will be a powerful asset for tourism bodies, local and regional councils, economic development agencies, businesses and educational institutions.

During 2007, AucklandPlus has been managing the development of a new brand identity for the Auckland region. A new brand identity is not just about designing a new logo. Just like other cities throughout the world, Auckland needs to compete internationally to retain and attract the best skilled workforce, companies and events. The new brand is about defining the essence of Auckland to help the region articulate its value proposition clearly; to Aucklanders, to New Zealand, to business, and to visitors.

The new brand identity has followed a rigorous, resource efficient and proven process to help us define exactly what makes the Auckland city-region unique as a place and how best we can communicate this. Similar branding initiatives have all resulted in great success for visitors, citizens and local business in cities around the world including Sydney, Melbourne, London and Toronto.

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