16 June 2015

Aucklanders asked to share why they #loveakl

More than 1.5 million people now call her home; she attracts multi-national companies, thousands of new skilled migrants and international students, and nearly 15 million visitors a year – but what makes Auckland attractive to so many and defines the region’s identity on the global stage?

Over the next four weeks, people are being invited to share why they love living, working, studying, doing business, and holidaying in Auckland.

Launched today, the #loveakl campaign asks people what makes Auckland great, how they would describe Auckland to someone who has never been here, and what defines Auckland for them. People can join the social media conversation using the hashtag #loveakl, or post comments on www.loveakl.co.nz.

Whether it’s the bustling markets at Otara and Matakana, world-class seafood at North Wharf, the west coast’s wild beaches, an ice cream at Maraetai, funky inner city precincts, or the volcanic maunga, Auckland is a vibrant, cosmopolitan region.

Auckland Tourism, Events and Economic Development (ATEED) hopes to get people talking about life in New Zealand’s biggest city as part of a project to define Auckland’s unique story for the global market.

Ultimately, ATEED wants to be able to articulate what makes Auckland distinctive, invite all organisations which market Auckland globally to collaborate and express a united story in an inspiring way – and to ultimately fuel international investment and business growth into the region.

Vivien Bridgwater, ATEED’s General Manager Destination and Marketing, says the region’s economic growth agency would love people to share their personal stories, pictures and anecdotes through #loveakl.

“We know some of what defines Auckland’s story, but the region is constantly evolving. We want to engage Aucklanders – whether they live here permanently or are visiting – to improve our understanding and create a positive sense of community within Auckland.

“We want to collect the views of as broad a range of people as possible and to encourage Aucklanders to talk about what works about Auckland, and even what doesn’t work. It may be cultural diversity, world-class events, the gulf islands, or growing tech economy,” says Vivien Bridgwater.

The #loveakl responses and conversations will be housed at the loveakl.co.nz website.

The campaign until 10 July will provide invaluable insights alongside parallel qualitative research to gather input from a wide range of people from business and industry, arts, culture, sports, media, and education.

The wider project is expected to be complete by November.

“If Auckland is to remain competitive on an increasingly fast-paced world stage and sustain a vibrant and competitive economy, Auckland needs to stand out from global competitors. It is international best practise for cities to define their identity and implement a strategic marketing approach to attract investors, international companies and visitors. Places such as Singapore and Brisbane are great examples.

“We are excited about this journey to define the region’s story, and invite everyone to join us,” says Vivien Bridgwater.

ENDS

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