From the RWC Opening Failure to Now Wanting a Rebrand
It is time for Auckland Tourism, Events, Economic Development (ATEED) to go
Yet another day and yet another expense to be placed on the ratepayer by an organisation who 27,000 submitters to the Long Term Plan wanted its Budget line slashed comes along.
This time ATEED wants to go on a rebranding exercise to “sell a brand” to the World in order to make us more attractive overseas.
From the NZ Herald:
Auckland’s brand new future
• The Super City is developing a new global brand to attract visitors, events, skilled migrants and investment.
• Leaders are working on refreshing the Auckland story, which could involve a new catch phrase.
• Brett O’Riley, who heads the council’s tourism, events and economic development body said: ‘Auckland needs to stand out from global competitors.’
Auckland is developing a new global brand to attract visitors, events, skilled migrants and investment.
City leaders are working on refreshing the Auckland story, which could involve a new catchphrase.
Brett O’Riley, who heads the council’s tourism, events and economic development body (Ateed), said there had never been consensus among the public and private sectors for one unified story and brand, despite general agreement there should be.
Developing an Auckland global brand, he said, was identified as a priority as part of an economic development strategy last year.
Council had also asked Ateed to review the city’s current branding, he said.
“If Auckland is to remain competitive on an increasingly fast-paced world stage and sustain a vibrant and competitive economy, Auckland needs to stand out from global competitors,” Mr O’Riley said.
Nothing has been developed yet. The project is being overseen by an advisory group, chaired by NZME chief executive Jane Hastings. Other members include David Downes, Ngarimu Blair, Heather Shotter, Dr Sudhvir Singh, Vivien Bridgwater, Michael Barnett and James Hurman.
The global brand and a possible renaming of Ateed was raised as a “political risk” at yesterday’s audit and risk committee of council.
Mr O’Riley said councillors had been given two updates on Global Auckland — a letter outlining the project on April 10 and an update on June 16.
He said the renaming of Ateed had been discussed at various times since 2010.
Source and full article: http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11489094
It seems yet again ATEED is leading Councillors on down the garden path of follies yet again costing us more money despite Ratepayers wanting budget cuts to ATEED.
In any case looking back at my So. How Can Auckland Catch Up? #AKLPols post it seems we are doing great according to PwC in attracting talent from overseas. What we needed improvement were things such as:
- Transportation and infrastructure,
- Technology readiness,
- Liveability and economic clout
If we can not get those above four right it will eventually make it a tough sell no matter what brand you use to attract that overseas talent and investment.
So how about Council focus on the bread and butter stuff here, get the basics right first and actually dissolve ATEED out of existence entirely. That would surely minimise that political risk the ATEED CEO mentioned yesterday.