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Place branding, Auckland
 

Place branding, Auckland

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Auckland's place branding project

Auckland's place branding project

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    Place branding, Auckland Place branding, Auckland Presentation Transcript

    • DESTINATION AUCKLAND
      Place Branding
      Master in Tourism Management (VII Edition), IULM, Milan
      Authors:
      Andrea Scacchioli, Davide Antonelli, Michael Leiter, Stefania Sossi
    • 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
    • Perceived Identity: we asked 5 questions to 15 to people from Auckland using social media.
      Perceived Image: we asked 4 questions to 20 people from different countries.
      Projected Image: we analyzed the main New Zealand’s blogs and online newspapers.
      1. Brand Analysis
    • 1. Brand Analysis: perceived identity
      1.Do you think you have a strong sense of belonging toward Auckland and New Zealand in general?
      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.
    • 1. Brand Analysis: perceived identity
      One Tree Hill
      Sky Tower
      Rangitoto Island
      2.In your opinion, which are the icons the better represent Auckland?
      Harbour Bridge
    • 1. Brand Analysis: perceived identity
      3.According to you, which are the most popular free time activities?
      According 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.
    • 1. Brand Analysis: perceived identity
      All Blacks’
      rugby Union
      Multicultural
      environment
      Livable lifestyle
      Wonderful landscapes
      Unique natural
      treasures
      4.Which are the things you are more proud of about your city and your country?
    • 1. Brand Analysis: perceived identity
      5.Which are some typical productsof Auckland and New Zealand?
      Kumara balls
      Coconut Buns
      Kiwi Wine
      Pineapple Lumps
      Asian and European cuisine
    • 1. Brand Analysis: perceived image
      1. Do you knwo where is Auckland?
      2. What is the first idea that comes to your mind about Auckland?
    • 1. Brand Analysis: perceived image
      3. Are you interested to go there?
      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.
    • 1. Brand Analysis: perceived image
      4. Which images or icons come to your mind about Auckland?
      KANGAROOS
      SKYSCRAPERS
      BEACHES & SUN
      NATURE
      DON’T KNOW
      OCEAN
      VOLCANOES
      WILDELIFE
    • 1. Brand Analysis: projected image
      Wine tours
      Leisure & Recreation
      Asian Cuisine
      Whale and dolphin safaris
      Surfing
      Asian Cuisine
      Outdoor
      Aerobatic Flights
      Modern
      Sky Tower
      Bungee Jumping
      Architecture
      Adventure
      Hotels
      Hospitality
      Rugby
      Friendly
      B&B
      Inexpensive
      Culture
    • 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.
    • Try to say that we are not welcoming!
    • “You’ll always want to be the first to reach us”
    • Try to guess why Frodo is still here!
    • 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?
    • 3. Implementation: constructions
      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 housingfor example the shoe box apartments, which are low budget apartments that don’t fit with the overall image of the city.
    • 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 eventsfor 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
    • 3. Implementation: communication
      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 globalawareness.
    • Thank you!
      Davide Antonelli
      Michael Leiter
      Andrea Scacchioli
      Stefania Sossi
      Master in Tourism Management, IULM University