The annual marketing expense for the year ending 30 June 2019 was NZ$7.08 million – a slight reduction on the previous year.

 

 

ATEED’s marketing and communication staff numbers

ATEED employed 25.26 full time equivalent (FTE) marketing and communications staff as at 30 June 2019. 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 Media & 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

• 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 2018/19, ATEED specialists assisted property and technology deals involving $823m new investment in Auckland including the large-scale retailers IKEA and Costco, and $271m in screen production deals for Auckland.

• The Screen Auckland team issued 617 filming permits for public spaces across the region. 

• The team played a significant role in attracting major international and domestic productions to Auckland, including Amazon Studios' production based on The Lord of the Rings, and Netflix's Cowboy Bebop, and worked to market Auckland studios in partnership with the NZ Film Commission and industry.

• Alongside Council’s Global Partnerships team, ATEED helped ensure Auckland’s hosting of the annual Tripartite Economic Alliance event, held in May 2019, translated into potential future deals. Nearly 100 international delegates and 250 local delegates from more than 200 local businesses attended.

• 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.

 

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 2019 and delivered the Future Ready Summit.
•    ATEED invests, on behalf of Council, in infrastructure that supports innovation, and the growth of high-tech, export-ready business. This includes the ongoing development of the GridAKL innovation precinct in Wynyard Quarter which now has more than 140 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 nearly 900 Auckland companies, and helped them successfully apply for $3.52 million in Callaghan Innovation research and development grants, and $1.87 million of NZTE capability development vouchers.
•    More than 3000 businesses went through an ATEED programme or benefitted from an ATEED intervention in 2018/19. 
 

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.
•    We delivered a pilot skills development and job pathways programme in partnership with Power Rangers Productions. It provided 11 trainee positions and a series of group workshops on specialist topics led by Power Rangers Productions experts during production in 2018 and 2019 on the latest series Power Rangers Beast Morphers.  
•    ATEED is a partner in the City Centre 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, 389 people have been supported into employment and 1960 training outcomes facilitated. Two further hubs, in Manukau and the north, have been developed.
•    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. We developed the 'Auckland, We’re Hiring' campaign which ran from January to March 2019 to attract high-skilled offshore construction and technology talent. The campaign resulted in 2295 job applications.

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. A range of activity was progressed as part of our targeted Māori tourism and iwi development programme. Great examples include building partnerships around tourism on Great Barrier Island with the Department of Conservation through Te kete reo o Tāmaki Makaurau, and with Māori businesses on the island. 
•    With industry partners we delivered a major new platform, Go with Tourism, to help young people into the tourism workforce. We researched and developed Auckland’s international destination narrative, and successfully curated Auckland’s new winter festival Elemental AKL. Our Tourism team worked on an innovative Auckland visitor experience app for the influential China-based social media platform WeChat. The app was successfully launched at the 2019 Auckland Lantern Festival and features what is thought to be the world's first real-time live-chat function on WeChat.

ATEED delivered a range of programmes to drive premium visitation including a series of digital marketing campaigns encouraging Australians to fly to Auckland for a 2-5-day break in winter or spring. 
•    An additional marketing campaign with Grand Pacific Tours (GPT) Australia saw an extra night in Auckland added to multiple itineraries in GPT's new season offering; and the Auckland ‘top tips’ videos produced in partnership with Flight Centre Australia were a huge success. 

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 Auckland's visitor proposition by working with our partners and networks – including the work of our Auckland Convention Bureau team, superyacht attraction, and cruise ship facilitation with 110 port days in Auckland in the 2018/19 season.
•    The ACB helped partner organisations win conferences during 2018/19 which will make an estimated $26.7 million contribution to Auckland’s regional economy when they take place.
•    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.
 

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 2018/19 Auckland’s portfolio of more than 30 major events injected more than $30 million into the regional economy and generated more than 256,000 visitor nights.