ATEED’s marketing and communication staff numbers
ATEED employed 22.72 full time equivalent (FTE) marketing and communications staff as at 30 June 2018, a reduction of 5 compared to the previous year. The FTE number varied throughout the financial year when additional short-term projects required 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).
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 ensures 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 2017/18 ATEED secured an estimated $265 million new GDP from foreign direct investment and screen production deals for Auckland, including the establishment or expansion of six multi-national companies.
• The Screen Auckland team issued more than 600 filming permits for public spaces across the region.
• The team played a significant role in attracting major international and domestic productions to Auckland, and worked to market the expanding Kumeu Film Studios in partnership with the site owner, NZ Film Commission, and industry.
• Alongside Council’s Global Partnerships team, ATEED helped ensure Auckland’s presence at the third annual Tripartite Economic Alliance summit, held in November 2017, translated into potentially tens of millions in future deals. Nearly 100 people from more than 70 businesses made it the largest overseas delegation Auckland has undertaken.
• ATEED operated the AV/VR Garage, which continues to establish Auckland as an international AR/VR hub for game developers, screen and film producers, animators, educators and digital storytellers.
• ATEED continued to work on the Government’s programme to attract hotel investment in areas of critical shortage, identifying potential sites in Auckland which would ideal for foreign direct investment in hotels which can meet the needs of the booming tourism sector. A new $250 million hotel directly attracted by ATEED was announced during the period.
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 supported Techweek 2018, with Auckland the venue for more than 80 innovation-focused events.
• 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 70 companies multiple times during the year; and the ongoing development of the GridAKL innovation precinct in Wynyard Quarter which saw two further buildings open during the year, and now has more than 100 tenants in the three precinct buildings.
• ATEED supported the development of the new Te Haa o Manukau co-working space where people can gather to work on creative tech projects while sharing ideas, equipment, and knowledge.
• ATEED facilitates innovation in Auckland companies by delivering the Government’s Regional Business Partner Network (RBP) programme across the region. ATEED actively managed more than 900 Auckland companies, and helped them successfully apply for $3.2 million in Callaghan Innovation research and development grants, and $1.7 million of NZTE capability development vouchers.
• ATEED partnered in the DigMyIdea Māori Innovation Challenge to drive entrepreneurship among the country’s emerging Māori business talent. Entries doubled for the 2018 competition to 203; and the IDEAstarter competition for young entrepreneurs.
• More than 3500 businesses went through an ATEED programme or benefitted from an ATEED intervention in 2017/18.
Growing and attracting skilled talent
• ATEED’s Study Auckland team marketed Auckland to international fee-paying students who in 2018 were worth about $2.76 billion to the regional economy. This included a range of projects to improve the Auckland experience for the 76,000 international students located in the city, and connect them with Auckland employers looking for talented workers post-graduation.
• ATEED delivered the Lion Foundation Young Enterprise Scheme – in 2017 this involved about 1300 students from 55 schools across the region.
• ATEED 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 Auckland Youth Employer Pledge (which 66 companies had agreed to sign by June 2017), and in 2017/178 included two JobFests which attracted thousands of youth and about 110 employers.
• ATEED continued to deliver the #BuildAKL social media campaign targeting the 32,000 vacancies in construction industry, which helped to encourage more than 4500 people into construction jobs or training.
• ATEED is a partner in the CBD Jobs & Skills Hub in Wynyard Quarter, which aims to connect construction employers with potential workers, and help those workers make use of opportunities to upskill. So far, 289 people have been supported into employment and 1380 training outcomes facilitated.
• ATEED partners Immigration NZ to attract and retain skilled migrants into growth sectors where Auckland has talent shortages, and promotes Auckland through its ‘A Smart Move’ campaign.
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.
• In 2017/18, ATEED supported the development and launch of the Vector Lights, which involves Auckland Harbour Bridge being lit up by more than 90,000 solar-powered LED lights, and has become a world-class experience for visitors and showcases Auckland’s innovation.
• ATEED delivered several key marketing campaigns during the 2017/18 year to further shape Auckland as a vibrant city of events and world-class visitor experiences. These included: campaigns to build the region’s domestic tourism proposition, including a spring ‘Love Your Weekend’ campaign, and the ‘Made for Winter’ campaign showcasing Auckland’s restaurants and markets.
• The sixth annual upper North Island driving campaign went live in Australia in winter 2017, in partnership with Tourism New Zealand and regional tourism bodies; Australian visitors were also targeted in a partnership with Channel 7 Sunrise; and a campaign through The Urban List, TripAdviser and Expedia.
• ATEED worked with Google on a project to capture Auckland landmarks and attractions with both historical significance and tourism benefits.
Growing the visitor economy
• ATEED is charged with sustainable growth of the visitor economy, which by 2018 had reached more than $8 billion economic value annually. ATEED worked with industry to develop and release the innovative Destination AKL 2025 strategy with a new focus on destination management.
• ATEED continued to enhance 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 more than 100 voyages to Auckland in the 2017/18 season.
• The ACB won conferences during 2017/18 which will make an estimated $45 million contribution to Auckland’s regional economy when they take place. The team supported 37 major international bids during the year.
• ATEED worked with a range of partners to further develop its golf, equine, screen and marine-focused programme to bring premium Chinese visitors – Auckland’s main tourism market.
• We attract and invest on behalf of Auckland Council in a world-class portfolio of major events as a contributor to economic growth.
• For 2017/18 Auckland’s portfolio of more than 30 major events injected more than $76 million into the regional economy and generated more than 405,000 visitor nights.