December 15, 2015

ATEED to spend $500k on catchphrase is reporting that Auckland Council's ATEED is to spend nearly half a million dollars on new look and catchphrase.

Auckland will have spent half a million dollars on a new image and catchphrase by the time its "Global Auckland" branding project is completed next year.

It will be money well spent, says the head of marketing for Brisbane city, which recently went through a similar exercise.

Auckland is aiming to develop a brand to help attract more international visitors, events, skilled migrants and investment.

Global Auckland kicked off in April, and Aucklanders won't learn what their new catchphrase is until mid-2016.

The job is budgeted to cost $480,000 in total, the city's economic development agency ATEED said. [...]

The question is, will ratepayers ever see $480,000 of benefit for a logo and catchphrase? We think not. When was the last time you visited Sydney or LA because of how its Council's busy bodies have crowned the city?

The first phase included more than 100 one-on-one interviews, focus groups, surveys and a digital campaign.

Out of that the themes and strategy were developed and tested on audiences.

The project team was now translating those into creative concepts, design and communication tools.

"ATEED is working to ensure that Auckland's new global identity is reflective of the people who live here by engaging far and wide," Bridgwater said.

The members of the Global Auckland advisory group are:

* Jane Hastings, CEO of NZME - chair

* David Downes

* Ngarimu Blair, Ngati Whatua o Orakei

* Heather Shotter, Committee for Auckland executive director

* Dr Sudhvir Singh, Generation Zero

* Michael Barnett, Auckland Chamber of Commerce CE

* James Hurman

* Tracey Fox, APN NZ creative director

* Karl Ferguson, Auckland Council communications and public affairs director

* Viv Beck, Heart of the City CE.

How the environmental group Generation Zero are experts in branding and international marketing we don't know and we wonder how much of the $480k these people are being paid.  Are they treating is as a civic duty; a volunteer role to better promote our great city? Or another ratepayer funded trough?