The annual marketing expense for the year ending 30 June 2016 was NZ$6,405,716, a significant decrease from the 2015 financial year marketing expense ($7,349,000).

 

ATEED’s marketing and communication staff numbers

ATEED employed 32.61 full time equivalent (FTE) marketing and communications staff as at 30 June 2016, a slight decrease on the previous year. This number varied throughout the financial year, largely due to additional short-term projects requiring marketing and communications support.

Staff are divided across two teams: Brand & Marketing (which includes employees working on marketing, design and digital channels), and External Relations (which includes employees working on communication and media engagement).

Staff members

 

ATEED’s role in marketing Auckland as a destination

ATEED leads the region’s business and industry sector development; it undertakes activities to attract investment, multi-national businesses, international students, and high-value visitors (including business event delegates); it also facilitates the region’s major events portfolio. The organisation is the guardian of the Auckland regional brand, responsible for marketing Auckland as a destination internationally and domestically.

The organisation carries out extensive communications, marketing and strategy to support its activities, on behalf of Auckland Council, and working in partnership with central government and private sector partners. Specific areas of ATEED activity that require commitment to marketing and communications include, but are not limited to:

Attracting business and investment to Auckland

  • ATEED is developing strategies to ensure Auckland has a proactive presence in key international markets as well as identifying and attracting business and foreign direct investment into our key sectors, infrastructure projects and key initiatives, including the screen sector.
  • During 2015/16 ATEED secured an estimated $328.5 million of foreign investment in Auckland, more than half from the establishment or expansion of nine multi-national companies, while $46 million was from screen production investment.
  • The Screen Auckland team issued a record 567 filming permits for public spaces across the region, for productions which were worth at least $165 million to the region’s economy.
  • ATEED delivered a highly successful Tripartite Economic Summit Auckland 2016, which attracted nearly 700 delegates, including about 150 from overseas, and involved about 300 business-to-business meetings. By August 2016, the summit had led to about $30 million of new business and investment deals for Auckland, with more to come. ATEED has a comprehensive programme in place to assist Auckland companies to follow up opportunities created by the summit.
  • ATEED delivered the Aroha Auckland programme which promotes regular engagement with the top multi-national companies and investors present in Auckland. As at 30 June 2016, the programme included 81 companies being actively managed, with ATEED helping to meet their needs.  This has huge potential for growing jobs and investment into the region.
  • ATEED worked with NZTE to deliver the Project Palace report, which outlined Auckland’s and New Zealand’s value proposition for foreign direct investment in hotels which can meet the needs of the booming tourism sector.
     

Building a culture of innovation and entrepreneurship

  • ATEED regards innovation as the most crucial driver of economic growth and the area where it can make the greatest contribution to achieving Auckland’s goals.
  • ATEED curated the inaugural Techweek AKL 2016, which shone a spotlight on the region’s thriving innovation ecosystem. Nearly 10,000 people attended a total of more than 55 innovation-focused events held in Auckland during the week, from virtual and augmented reality showcases, to start-up competitions.
  • ATEED invests, on behalf of Council, in infrastructure that supports innovation, and the growth of high-tech, export-ready business. This includes two key projects: The FoodBowl – Te Ipu Kai, in Mangere, which worked with more than 200 companies in the year; and the development of the GridAKL innovation precinct in Wynyard Quarter which now has more than 50 tenants in the refurbished Lysaght Building, and has the first new build on target to open in 2017.
  • ATEED facilitates innovation in Auckland companies by delivering the Government’s Regional Business Partner Network (RBPN) programme across the region. ATEED helped Auckland companies successfully apply for $1.5 million in Callaghan Innovation research and development grants.
  • ATEED partnered in the DigMyIdea Māori Innovation Challenge to drive entrepreneurship among the country’s emerging Māori business talent.
     

Enabling education and talent

  • ATEED’s Study Auckland team marketed Auckland to international fee-paying students who in 2015 were worth about $2 billion to the regional economy.
  • In partnership with Auckland Chamber of Commerce, ATEED marketed Auckland as an employment destination at a job expo in Australia, focusing on migrants and expats who can fill skill shortages in key growth sectors.
  • ATEED’s International Education unit organised the International Education Conference in Auckland, which attracted more than 150 education providers to discuss ways to develop the region’s value proposition for international students.
     

Growing a skilled workforce

  • ATEED focuses on supporting the development of the capability of small businesses through its specific business growth advice (1042 businesses actively managed) and the delivery of the RBPN programme across the region. This grows business or skills capability through NZTE capability development vouchers - $1.6 million in 2015/16.
  • ATEED delivers the Lion Foundation Young Enterprise Scheme to more than 1400 students from 52 schools across the region, and partnered in the IdeaStarter competition.
  • ATEED hosts the hub, and is a key partner in council’s Youth Connections initiative which drives youth employment, particularly in working with employers in the construction, ICT, health and hospitality sectors. The key initiatives include the Youth Employer Pledge (which more than 50 companies had agreed to sign at year end), and in 2015/16 included two JobFests which attracted more than 4000 youth and 150 employers.
     

Building Auckland’s brand and identity

  • ATEED promotes the Auckland brand and story across all business, tourism and major event activity in domestic and international markets in a way that leverages the region’s distinct advantages.
  • ATEED delivered several key marketing campaigns during the 2015/16 year to further shape Auckland as a vibrant city of events and world-class visitor experiences. These included: campaigns to build the ‘AKL: The Show Never Stops’ domestic tourism proposition, including ‘Stellar Spring Line-up’, and ‘Beyond your Backyard’; internationally, the ‘09 Seconds in Auckland’ campaign showcased Auckland as a unique and exciting world class short-break holiday destination for Australians, and there was an ‘Aussie, Aussie, Aussie’ joint marketing project with Auckland Airport.
  • Every great city has a great brand and positioning. A clearly articulated brand position for a city is important for attracting multi-national businesses, investors, innovators and entrepreneurs, researchers, high-value visitors, fee-paying international students, talented migrants, and events, and the associated benefits they bring.
  • ATEED is delivering the Global Auckland project to develop a new unique global identity and story for Auckland based on comprehensive research, stakeholder engagement, and validation.
  • ATEED has invested in the development of digital communications platforms as key channels to reach and engage with domestic and global audiences. The website Aucklandnz.com received more than 3.5 million visits in 2015/16.
     

Growing the visitor economy

  • ATEED is charged with growing the visitor economy towards a target of $7.2 billion annually in 2021, focusing on both growing demand for Auckland and enhancing the visitor proposition by working with our partners and networks – including delivery of the i-SITES network, the Auckland Convention Bureau, superyacht attraction, and cruise ship facilitation with 125 voyages to Auckland in the 2015/16 season.
  • The ACB won 11 international conferences during 2015/16, events which will make an estimated $17.1 million contribution to Auckland’s regional economy when they take place. The team supported 29 international bids during the year and, and 22 had moved through to submission by year end.
  • ATEED worked with a range of partners to further develop its golf, equine, and marine-focused programme to bring premium Chinese visitors – Auckland’s main tourism market. In 2015/16, the programme was extended to feature connections with major investors in screen production.
     

Major events

  • We attract and invest on behalf of Auckland Council in a world-class portfolio of major events as a contributor to economic growth.
  • For 2015/16: Auckland’s portfolio of 36 major events injected $43.7 million into the regional economy and generated more than 283,000 visitor nights.’
  • For 2016/17: the GDP target is $86 million visitor nights, with the portfolio including World Masters Games 2017, and NZ Lions Series 2017.

** this is an estimate, with the final results pending from eight events