Bigger plans for South Auckland tourism campaign

A bigger and brighter South Auckland tourism campaign will be staged in The Spring following the success of the first promotion held over the summer holidays.

More operators want to join the 24 Hours South campaign and a new video will be produced to show the range of attractions and activities in the wider region of Manukau, Manurewa, Otara and Mangere.

The first online promotion, undertaken between December 11 and January 18, was funded by the Mangere-Otahuhu Local Board as part of its local economic development programme to boost visitor numbers, increase the profile of the area, and raise local peoples’ aspirations.

The promotion included a video that went viral and showed a couple having 24 hours of fun with a range of activities in Mangere’s Airport Oaks, and at Rainbow’s End in Manukau. Other participants were Abbeville Estate, Formula E, Villa Maria, Kidz Kingdom, Lock n Load Paintball, Butterfly Creek, Rocket Ropes and Ambury Regional Park.

Mangere-Otahuhu Local Board Member, Christine O’Brien, says ``there are some awesome things to do right here in our own backyard. This video even surprised many locals, and it’s helped showcase the positive side of south Auckland that really doesn’t get enough attention.”

ATEED Local Economic Development Advisor Luo Lei says it was the first regional campaign in South Auckland and it brought people together. ``It increased the awareness of the smaller operators, and it brought them all together to think about branding for the South Auckland region.’’

The Otara-Papatoetoe and Manurewa local boards have now joined Mangere-Otahuhu in the campaign, and together they have agreed to contribute $54,000 for the next South Auckland tourism promotion.

Luo says the second campaign is likely to run for four to five weeks in October-November this year. ATEED is organising a series of engagement events to facilitate discussions and finalise plans between the tourism operators and the local boards.
``Some local galleries and other operators have expressed a strong interest in being involved, and we should have a total of about 20 participating in the next campaign. The first one targeted family outings, and we may add a cultural element,’’ says Luo.

The video and the promotion was marketed on Facebook, reaching 346,508 people with 568 shares and 2200 likes. This outdid the average New Zealand Facebook click-through rates by three times. A total of 6686 people participated in the prize draw.

A survey was conducted in conjunction with the campaign, and 99 per cent of the respondents said they were willing to visit after seeing the video, while 98 per cent said they had found out something new about South Auckland – with the smaller operators benefitting from an increased profile and jump in visitors.

The local markets in Mangere Town Centre, Mangere Bridge and Mangere East have come together as a collective and they are also planning to replicate the 24 Hours campaign to promote their local town centres.