Tāmaki Makaurau He Aratohu Auckland Playbook
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Storytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Playbook
Auckland
He Aratohu
Tāmaki Makaurau
Nau mai, haere mai ki Tāmaki Makaurau
Welcome to Tāmaki Makaurau Auckland
Tāmaki Makaurau Auckland is a friendly and attractive place with a high quality
of life. Shaped by maunga (volcanic cones), harbours and coastal waters, the
landscape blends softly between varying shades of blue and green. From our
beaches to our bush and our parks, this colourful and calming scene forever
connects us to the whenua (land).
Home to iwi (tribes) of Tāmaki Makaurau, the origins of voyages and settlement
frame the history of the Tāmaki Makaurau we know and love today. As a diverse
city, we embody the Māori values of whanaungatanga (kinship), wairua (wellbeing)
and kotahitanga (unity). We welcome you. We share this abundance with you. We
open our doors to you. You are safe with us.
A region rich in resources and surrounded by water, Tāmaki Makaurau is a place
of enchanting beauty and economic strength. We are immensely proud of all that
it contains and creates.
Alive with diversity, our people are travellers, migrants and locals alike.
We welcome all to our shores with open arms and extend everyone equal
opportunity to thrive and succeed in our home. Driven by an entrepreneurial spirit
and a youthful energy, we work together to turn small ideas into great things and
push Auckland towards a bright future.
Whether it’s a quick visit or a lifelong home, Tāmaki Makaurau Auckland has a soul
that will enrich you forever.
Tāmaki Herenga Waka.
Tāmaki Herenga Tāngata.
Tāmaki Makaurau.
Auckland, the place where canoes gather.
Auckland the place where people gather.
Auckland, the place desired by many.
Te Wero Island, Viaduct Harbour
Rārangi kōrero
Contents
Introduction
Welcome to Tāmaki Makaurau Auckland 2
Introduction 4
Playbook 5
The Auckland challenge 6
Place DNA™
Process 7
Research 8
Place DNA™ 9
Place DNA™ and narrative gaps 10
Assets 11
Personality traits 12
Reputation framework
Reputation framework 13
• Purpose 14
• Model 15
Place DNA™
• Statement 16
• Story 17
• Promise 18
• Essence 19
Themes 20
Themes
Auckland themes 22
• Place of mana 23
• Collective worlds 24
• Playground for ideas 25
• Urban oasis 26
Storytelling tips and tricks
Storytelling tips and tricks 27
Storytelling content examples 28
Storytelling through content 31
Content and best practice
• Facebook 32
• Instagram 33
• Twitter 34
• Website 35
Eight principles of great online content 36
The value of user-generated content 37
Paid advertising 38
Playbook pattern motif 40
3 Tāmaki Makaurau He Aratohu / Auckland Playbook Credits and acknowledgements 41
Storytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Rangitoto Island from Mount Victoria, Devonport
4
Kupu whakataki
Introduction
Tāmaki Makaurau He Aratohu / Auckland Playbook
He aratohu
Playbook
Introduction
A brand in city marketing is the
sum of the experiences a city
offers plus the stories that people Auckland’s playbook defines:
tell about those experiences
Place DNA™
• Auckland’s Place DNA™, or place identity
• the framework for Auckland’s brand
• the themes that will guide our brand stories.
Reputation framework
In city marketing, a brand is more than a set of colours, fonts,
logos and communications guidelines. It is a collaboration that
comes from within the city and is expressed outwardly through
the passionate people who bring it to life.
Residents, visitors, students and business people each have a
voice and a stake in the decisions that affect their communities.
They tell the stories that shape public perception; they create
Themes
meaningful experiences that make a place what it is; the brand
belongs to them.
This document is designed as a tool to help partners across the
city communicate what makes Auckland unique and desirable.
This is Auckland’s narrative and positioning, which stems
Storytelling tips and tricks
from significant research into our true city identity. This will
help us align our communications, with the aim of increasing
Auckland’s reputation as a great place to live, work, study,
invest and do business.
5 Tāmaki Makaurau He Aratohu / Auckland Playbook
Te whakataki o
Tāmaki Makaurau
Introduction
The Auckland challenge
Auckland has a high rational appeal (performance) but a low
emotional one (reputation). Closing this gap is the challenge
Auckland is performing well overall. We are ranked third on the for its entire community in order to keep growing and
annual global Quality of Living survey from Mercer (2019) and prospering in the future.
is the first Antipodean city on the list. Auckland nearly tops the
Place DNA™
list again with its well-balanced economy, four harbours, idyllic
environment and high levels of personal safety. Furthermore,
we are number 12 on the most liveable cities index from The
Economist (2018) and one of the world’s greenest big cities
on the planet, running on 80 per cent renewable energy,
Bloomberg (2018).
Reputation framework
Auckland underperforms for its reputation. The Resonance
Consultancy Best Cities report ranked Auckland 79th overall,
36th on the Anholt-GfK Roper Index (2016). Auckland did not
rank or get mentioned in many other brand indexes.
Conclusion: The reputation of Tāmaki Makaurau Auckland, New
Zealand’s largest city, is not keeping up with the booming growth
of the country as a whole.
Themes
Rational Emotional
+
appeal appeal
Storytelling tips and tricks
6 Tāmaki Makaurau He Aratohu / Auckland Playbook
Tukanga
Process
Introduction
The increased competitiveness of Tāmaki Makaurau Auckland This playbook is written using the combined knowledge
hinges on successful collaboration among the entire city and its gained from our comprehensive research process:
different entities, people and businesses.
As such, the process leading up to the development of Auckland’s
Place DNA™
Place DNA™, reputation framework and corresponding key Place DNA™
themes was based on extensive research and working closely Uncovering Tāmaki Makaurau Auckland’s
with local partners, businesses, institutions and residents. 1 core identity, which is a collection of its
defining attributes.
Auckland Tourism, Events and Economic Development (ATEED)
led and commissioned this work out of a directive from the
Destination AKL 2025 strategy; to offer a clear and unique Reputation framework
Reputation framework
positioning for Auckland, which industry and stakeholders Beginning to express Tāmaki Makaurau
can rally behind. 2 Auckland’s Place DNA™ by defining the
city’s story, promise, and essence.
Input and consultation with stakeholders and the wider
community, paired with project partners Destination Think’s
proven, comprehensive, qualitative and quantitative approach Themes
ensures that an inclusive perspective sets the foundation for a Identifying core ideas and concepts that will
new, data-driven direction to guide citywide storytelling efforts. 3 complete the foundation for Tāmaki Makaurau
Auckland’s stories, resonate with its people, and
remain true to its identity (Place DNA™).
Themes
Playbook
Defining guidelines for implementing the new
4 reputation framework and Tāmaki Makaurau
Auckland’s themes through communication
Storytelling tips and tricks
and experiences.
7 Tāmaki Makaurau He Aratohu / Auckland Playbook
Rangahau
Research
Introduction
City reputation is stronger when how we view This work is informed by in-depth and comprehensive research, including:
ourselves, what we tell others about ourselves,
and how others perceive us, are aligned.
DNA Perceived Projected
The more alignment, the stronger our reputation.
Place DNA™
Resident workshops and survey Sentiment analysis Channel observation
and traveller survey
410 Analysis of key Auckland
Representative survey 91,068,765 organisations and business
Online conversations analysed online activity
200+
Reputation framework
Attendees in six Auckland-wide 500,000+ Assessing Auckland’s existing
workshops and presentations Online sources communication channels.
DNA Destination Think completed
What Auckland Engaging Auckland residents 2,524 a detailed review of the online
residents think through a Place DNA™ survey, Travellers surveyed activities from a representative
about Auckland workshops and interviews. sample of Auckland organisations
To gather current resident Sentiment analysis of 90 million+ and communication channels.
sentiment, ATEED worked with online conversations from around The review examined websites,
Perceived Projected project partner Destination Think the world. social media channels, social
and surveyed a representative To better understand Auckland’s media tactics and general
What travellers
Themes
What Auckland sample of Auckland residents reputation, Destination Think online communication skills
to Auckland think says to the world for their input. The Place DNA™ evaluated sentiment of 91,068,765 to understand how Auckland
about Auckland about Auckland survey is a quantitative assessment online conversations from projects itself to the world.
that identifies the Auckland 500,000+ online sources
attributes and assets locals that occurred over a period
deem most important. Surveying of two years. Sources include
Storytelling tips and tricks
residents ensures the city brand established media hubs, public
resonates with local perspectives, social media posts, comment
creates loyal brand ambassadors threads, and blogs.
and aligns the experiences of
Desk Research – see appendix, page 41 residents, businesses and students Additionally, a quantitative
with future brand promises. survey was in market to research
travellers’ perceptions of Auckland
Destination Think spoke asking those who had and had not
with community leaders, visited Auckland for their opinions
entrepreneurs, people from on the city. In total, 2,524 travellers
several businesses and residents, responded to the survey.
ATEED employees and experts
from the tourism industry.
8 Tāmaki Makaurau He Aratohu / Auckland Playbook
Storytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
9
Te pītau ira ā-wāhi
Place DNA™
Tāmaki Makaurau He Aratohu / Auckland Playbook
Te pītau ira ā-wāhi
Place DNA™
Introduction
As the country’s largest city, Auckland’s identity
is inextricably linked with our urban identity. But this
does not solely define us. We are ready to tell our story
and share our pride for this beautiful green place at
the edge of the ocean we call home. Tāmaki Makaurau
Place DNA™
Auckland is a place that has been shaped by the
connections it forges between people, nature,
and across time.
Ngā āputa kōrero Economy Urban
Reputation framework
Narrative gaps
The research identifies that Auckland’s combination
of economy, Māori identity, cultural diversity, nature Tāmaki
and urban-ness is what makes it unique.
Makaurau
Auckland
However, two of these essential parts of Auckland’s
identity are not being communicated to the world.
Themes
Nature Māori
Gap 1: Urban Gap 2: Māori
Storytelling tips and tricks
Aucklanders are proud People from overseas do
of their city and see not know how profoundly
themselves as urbanites Māori values and the Multicultural
but the outside world Māori world view continue
does not see Auckland to shape and influence
as a vibrant, urban place. Tāmaki Makaurau,
There is a perception making it a dynamic,
Auckland is only a indigenous capital.
gateway to the rest of
New Zealand.
10 Tāmaki Makaurau He Aratohu / Auckland PlaybookRawa
Assets
Introduction
Place DNA™
Reputation framework
Captivating Cultural Māori Pacific Surprisingly
beauty diversity culture Ocean urban
The beauty of Auckland Auckland is home to a diverse Auckland’s history is Auckland is a city of the Auckland is the economic
speaks for itself. Characterised range of cultures from all over celebrated with great Pacific. Tūpuna (ancestors) powerhouse of Aotearoa
by lush green parks, volcanic the world, and because of that, pride. Home to Māori of first crossed the Pacific by (New Zealand), a rapidly
Themes
cones and sparkling blue there is never a dull moment. Tāmaki Makaurau for many waka (canoes) to a volcanic changing city forging a
sea. Auckland is a place that From the thriving art and generations, the stories landscape forged by fire with place for the future. As the
beckons you to explore your music scene, to a wide-ranging of spirited voyages taken fertile soil and cinder cones cultural and culinary capital
environment. Set amongst culinary community, Auckland long ago by their tūpuna fit for settlement. Today, of Aotearoa, eating out is
four harbours, the architecture is always engaging, interesting (ancestors) can still be seen this same ocean represents always a treat to savour. A
Storytelling tips and tricks
of the region complements and colourful. and heard today. Tāmaki opportunity. We can touch UNESCO City of Music, you’re
its natural surrounds with Makaurau is a place that it, smell it, feel it. Full of never far from a concert or
towering glass buildings connects the past and present aspirations, the Pacific is gig, and Auckland’s original
and sleek bridges. Watch as of Aotearoa (New Zealand), part of what we are, and and international arts and
sailboats pass by from a city and Māori culture is with you we visit it frequently. entertainment scene delights
known for its elegance and wherever you are. the senses. It is a place
ease. where our young spirit roars,
where tech hubs thrive and
businesses are put on the
world stage. It is a place
that inspires you to be the
best you can be.
11 Tāmaki Makaurau He Aratohu / Auckland PlaybookĀhua tuakiri
Personality traits
Introduction
Place DNA™
Reputation framework
Youthful Open-minded Easy-going Intimate &
energy attitude & relaxed connected
With a median age of 35, we are a We embrace the excitement We are welcoming, relaxed and Auckland is a thriving urban centre,
young population compared to the presented by opportunity. Actively, collaborative. We come together to but our connection to each other
rest of Aotearoa (New Zealand). not passively. We are considerate, help each other succeed. We can and gives our city an intimate feel.
Themes
The vibrancy of youth is evident in kind, generous, helpful and do access nature easily, and enjoy Auckland is metropolitan, but still
every part of the city. We are driven, trustworthy. We value getting along freedom in a safe environment, where maintains a kind and friendly nature.
optimistic and seeking opportunities with others and have an optimistic we can raise our families, find balance Its residents look out for each other,
in the connections we make every view of human nature. and live our dreams. and this approach permeates
day. Our innovative nature and the entire city, extending a warm
Storytelling tips and tricks
will-do attitude allows us to succeed welcome to visitors as well.
alongside larger cities globally.
12 Tāmaki Makaurau He Aratohu / Auckland PlaybookStorytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Silo Park, Wynyard Quarter
13
Pou tarāwaho rongonui
Reputation framework
Tāmaki Makaurau He Aratohu / Auckland PlaybookPou tarāwaho rongonui
Reputation framework
Introduction
Pūtake
Purpose
Our identity is not a choice; it is a representation of who we are.
Our brand, is a choice; it is how we actively present our identity
Place DNA™
to the world to enhance our reputation. By grounding our brand
in our Place DNA™, we present ourselves in a genuine way that Benchmark Act as a guide
attracts the right residents, visitors, students or businesses. and measure for destination
ongoing brand development
A city’s brand is truly the sum of its parts. City marketers can performance initiatives
not create a brand - instead, the city brand is shaped by the
people who live there, the experiences that happen within it
Reputation framework
and the stories those experiences create. Every interaction with Purpose of
a place affects how a person perceives its brand, which is why it
is vital to understand what makes Auckland unique and ensure reputation
that the brand flows naturally from its identity. The reputation framework
framework for Auckland is based on Auckland’s Place DNA™.
A brand is a living thing and is perceived differently by every Provide direction and Provide direction for
person. A Christchurch family with young children visiting align stakeholders in all communication
in winter will see Auckland differently to a student from communication and (within the
Germany who is considering Auckland as a place to study, or a storytelling city’s control)
Themes
prospective business from the United States contemplating a
new location. This means that Auckland’s reputation framework
should serve as a template to deepen the experience and
communication for each audience group.
Building a true city brand is a collective effort. Instead
Storytelling tips and tricks
of leaving Auckland’s brand to be owned and executed
exclusively by a single organisation, the reputation framework
and corresponding playbook should empower each entity to
emphasise their unique attributes and contribute to a
citywide story. This document has been created to help guide,
inspire and unite the city of Auckland, partners, individuals
and businesses in a common vision that strengthens the city’s
reputation. The framework serves as the compass that guides
the communications and experience delivery.
14 Tāmaki Makaurau He Aratohu / Auckland PlaybookPou tarāwaho rongonui
Reputation framework
Introduction
Tauira
Model
Essence
Place DNA™
The heart and soul of a brand.
Reputation framework
A guiding commitment to providing a
distinct experience that will positively Promise
impact a person’s life.
An articulation of the holistic experience
Themes
that a destination provides through a
person’s interaction with the place that Story
clearly conveys its distinctiveness.
Storytelling tips and tricks
The core identity, personality, and Place DNA™
defining attributes of a place.
Assets and Personality traits
15 Tāmaki Makaurau He Aratohu / Auckland PlaybookMount Eden
Tauākī pītau ira ā-wāhi
Place DNA™ statement
Introduction
Tāmaki Makaurau Auckland is a friendly and attractive
place with a high quality of life. Shaped by maunga (volcanic
cones), harbours and coastal waters, the landscape blends
softly between varying shades of blue and green. From
Place DNA™
our beaches to our bush and our parks, this colourful and
calming scene forever connects us to the whenua (land).
Home to iwi (tribes) of Tāmaki Makaurau, the origins of
voyages and settlement frame the history of the Tāmaki
Makaurau we know and love today. As a diverse city, we
embody the Māori values of whanaungatanga (kinship),
Reputation framework
wairua (wellbeing) and kotahitanga (unity). We welcome you.
We share this abundance with you. We open our doors to you.
You are safe with us.
A region rich in resources and surrounded by water,
Tāmaki Makaurau is a place of enchanting beauty and
economic strength. We are immensely proud of all that
it contains and creates.
Themes
Alive with diversity, our people are travellers, migrants and
locals alike. We welcome all to our shores with open arms and
extend everyone equal opportunity to thrive and succeed in
our home. Driven by an entrepreneurial spirit and a youthful
energy, we work together to turn small ideas into great things
Storytelling tips and tricks
and push Auckland towards a bright future.
Whether it’s a quick visit or a lifelong home, Tāmaki Makaurau
Auckland has a soul that will enrich you forever.
Tāmaki Herenga Waka.
Tāmaki Herenga Tāngata.
Tāmaki Makaurau.
Auckland, the place where canoes gather.
Auckland the place where people gather.
Auckland, the place desired by many.
16 Tāmaki Makaurau He Aratohu / Auckland PlaybookAuckland Domain
Pūrākau
Story
Introduction
A cohesive articulation of holistic experience that a
destination provides through a person’s interaction
with the place that clearly conveys its distinctiveness.
Place DNA™
A region of natural beauty and an
unexpected urban scene, Tāmaki Makaurau
Reputation framework
Auckland invites you to be your best self
with ease. Distinguished by volcanic cones,
abundant parks and the surrounding sea,
its natural environment inspires a land of
opportunity and youthful energy that is
captured by its dynamic population.
This is where your personal journey evolves
Themes
as you engage with the residents’ diverse
cultures, all of which are united by their pride
for the place they call home. Here you can
Storytelling tips and tricks
experience the story of its origins, beginning
with the journey of tangata whenua
(indigenous people), and take part in shaping
its future as a young, modern city on the rise.
Tāmaki Makaurau Auckland is a place
with soul, whose spirit will stay with you
long after you’ve left.
17 Tāmaki Makaurau He Aratohu / Auckland PlaybookTakapuna Beach, North Shore
Oati
Promise
Introduction
A guiding commitment to providing a distinct
experience that will positively impact a person’s life.
Place DNA™
Reputation framework
Tāmaki Makaurau Auckland
is an open city where you can
feel the heart of the earth
Themes
Storytelling tips and tricks
18 Tāmaki Makaurau He Aratohu / Auckland PlaybookHā
Essence
Introduction
The heart and soul of a brand.
Place DNA™
Reputation framework
Tāmaki Makaurau
Auckland improves
and enriches you
Themes
Storytelling tips and tricks
19 Tāmaki Makaurau He Aratohu / Auckland PlaybookStorytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Rangitoto Island
20
Ngā kaupapa ake
Themes
Tāmaki Makaurau He Aratohu / Auckland PlaybookManukau
Ngā kaupapa ake
Themes
Introduction
In literature, a theme is considered the core of a story. It is the
connective tissue that holds the story together and conveys
a lesson, idea or concept integral to the human experience.
In city marketing, themes help people tell the specific stories
Place DNA™
that are most closely aligned with the city’s Place DNA™.
Themes can also be found in places. Themes within places
affect what you see (how a place looks) and what you feel
(freedom, relaxation, danger). For example, Las Vegas’s
appearance is characterised by neon lights, expansive hotels
with lagoon-style pools and buzzing casinos. In some ways, it
Reputation framework
looks like a theme park for adults. How people feel when they
experience and interact with the place is aligned too. Everyone
knows that “what happens in Vegas, stays in Vegas.” People
experiencing Las Vegas feel adult freedom, an absence of
consequences, and lowered inhibitions.
As in literature, the themes of a city are at the centre of its
stories. Themes provide a compass for developing experiences
and improving communication around the city’s core truths.
Genuine storytelling supports the themes that grow from the
Themes
roots of the city’s Place DNA™ and are essential to building
a strong reputation. Each brand-driven story strengthens
perceptions of experiences a place can claim as its own
and become known for.
Ultimately, the theme is the source from which experiences and,
Storytelling tips and tricks
as a result, stories flow.
21 Tāmaki Makaurau He Aratohu / Auckland PlaybookNgā kaupapa ake ā Tāmaki Makaurau
Auckland themes
Introduction
Place DNA™
Reputation framework
He wāhi He whakamarutanga
He wāhi whai mana He tōpūtanga ao
whakakaupapa ā-tāone
Place of mana Collective worlds Playground for ideas Urban oasis
Themes
Māori values Bicultural Inspiration and innovation Balance
Life essence Multicultural Young and welcoming Quality of life
Storytelling tips and tricks
Unity in diversity Good growth Restorative city
22 Tāmaki Makaurau He Aratohu / Auckland PlaybookIntroduction
He wāhi whai mana
Place DNA™
Place of mana
Reputation framework
Tāmaki Makaurau Auckland is home to a living, vibrant
indigenous culture that reflects the deep connection of
our tangata whenua (indigenous people) to the whenua
(land). Anyone who sets foot here can feel the warmth
of our manaakitanga (our embrace) long before they
can fully understand it – and every interaction with it
is a truly genuine experience.
From sports to festivals, events to meetings, Māori
culture is alive through the language, tikanga
(protocols) and values that are practised and seen
Themes
in our communities. We openly show our aroha (love),
welcoming everyone we meet into our whānau (family)
and into the korowai (cloak) of our city.
The mauri (spirit) of this city lies deep within its core.
Storytelling tips and tricks
There is an extraordinary essence here that flows
throughout our city, carrying stories from our tūpuna
(ancestors) and delivering them to the generations
of our future.
23 Tāmaki Makaurau He Aratohu / Auckland PlaybookIntroduction
He tōpūtanga ao
Place DNA™
Collective worlds
Reputation framework
Our city is one of the world’s most indigenous
urban cultural experiences. And with one in three
residents born elsewhere, we are enthusiastic about
embracing diversity.
One city with many worlds, we are a hyperlocal
collective of unique districts, each with its own identity.
It is an outward expression of the many people who live
here, where anyone can make themselves at home.
Sharing everything with everyone is our way of
Themes
celebrating all people. We share our place and our
abundance — what the land provides us, in all the
flavours of the world. We share our stage as a UNESCO
City of Music, with international headliners, local
performers, hip-hop artists, Māori and Pacific urban
Storytelling tips and tricks
beats and all who listen.
Auckland is both quintessentially Kiwi and surprisingly
global, a hidden gem with an unexpected metropolis
and the power to transform those who engage with it.
24 Tāmaki Makaurau He Aratohu / Auckland PlaybookIntroduction
He wāhi
Place DNA™
whakakaupapa
Playground for ideas
Reputation framework
As the youngest population inhabiting the youngest
landmass on the planet, we are both young and young
at heart. Our creativity is one you can touch, and our
playful spirit greets new ideas with a will-do attitude.
Among the first to see the sun and home to four
harbours, we are the engine of New Zealand and the
gateway to the world; an urban playground where
uber-early adopters and forward-thinkers can
experiment with new businesses, all of which we
welcome with manaaki – respect.
Themes
We value the art of inviting others to come as they are.
Our openness creates a merging of people, a wealth of
ideas and a land of opportunity while our deep-rooted
values keep us grounded, placing people, nature and
Storytelling tips and tricks
quality of life above growth at any cost. Ours is a place
that promises infinite action, a strong community and
a warm welcome.
25 Tāmaki Makaurau He Aratohu / Auckland PlaybookIntroduction
He whakamarutanga
Place DNA™
ā-tāone
Urban oasis
Reputation framework
Surrounded by the Pacific, we let our lifestyle follow
its example and flow with ease toward our passions.
A mecca for water sports, from kayaking to swimming
and surfing to sailing, we live our lives close to the water.
We connect modern experiences, like the America’s
Cup, to our ancestral roots by nurturing our relationship
with nature and protecting our land and waters as
kaitiaki (guardians). The land is a taonga, a gift from
Themes
our tūpuna (ancestors), and we take care to ensure
our urban development respects our environment.
Our values make Auckland a city like no other;
they are a bridge between our nature, our culture
Storytelling tips and tricks
and our future. Here, we have found balance in every
part of our existence. Our city is a restorative urban
oasis where the quality of life is perfectly matched by
its peaceful lifestyle.
26 Tāmaki Makaurau He Aratohu / Auckland PlaybookStorytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
Duder Regional Park, Clevedon
27
He tīwhiri me te rauhanga
kōrero paki
Storytelling tips and tricks
Tāmaki Makaurau He Aratohu / Auckland PlaybookAuckland Art Gallery Toi o Tāmaki
He tauira o te kōrero paki
Storytelling content examples
Introduction
Our stories are gathered around our brand essence through
themes that help us express who we truly are and what our
destination can offer.
Place DNA™
Tāmaki Makaurau Auckland’s themes are:
A place of mana
Māori values
Life essence
Reputation framework
Collective worlds
Bicultural
Multicultural
Unity in diversity
Playground for ideas
Inspiration and innovation
Young and welcoming
Good growth
Themes
Urban oasis
Balance
Quality of life
Restorative city
Storytelling tips and tricks
The story starters on the following pages show how you
can apply content marketing principles to bring Auckland’s
themes to life.
28 Tāmaki Makaurau He Aratohu / Auckland PlaybookHe tauira kōrero – he whakairinga
Content examples – posts
Introduction
A place of mana Collective worlds Playground for ideas Urban oasis
Place DNA™
Auckland – Smart Move Elemental AKL Visit Auckland
September 5 · August 2 · October 13 ·
Tiffany found it easy to make the transition to Auckland and found New It’s a wrap! That’s it for #ElementalAKL 2019 We think Auckland City looks perfect from every angle, especially from the
Zealand society to be open, caring and culturally accepting. So what are you From dynamic theatre productions, delicious culinary experiences to world- Michael Joseph Savage Memorial Park #VisitAuckland
Reputation framework
waiting for, could you make this your place? class light installations, what an incredible 31 days it’s been with over 65 Photo: instagram.com/wander_pip
events and 120 eateries across Tamaki Makaurau!
Subscribe to our newsletter for updates here –
http://www.elementalfestival.co.nz
We’ll be back in 2020!
Themes
What could Auckland, New Zealand offer you?
1603 Likes 12 Comments 36 Shares
Storytelling tips and tricks
258 Likes 6 Comments 14 Shares
356 Likes 6 Comments 33 Shares
29 Tāmaki Makaurau He Aratohu / Auckland PlaybookHe tauira kōrero – he whakairinga
Content examples – posts
Introduction
A place of mana Collective worlds Playground for ideas Urban oasis
Place DNA™
AucklandNZ.com Visit Auckland studyauckland · Following
@Auckland_NZ November 4 at 7:00 PM · Waiheke Island
A fish out of water ... Ever wanted to try a hāngi?
Introducing The Māori Kitchen New Zealand’s first commercial hāngi located
Reputation framework
on Auckland’s Queen’s Wharf. Discover the ancient Māori cooking traditions
and native history through Appetite for Auckland here: https://bit.ly/31ZcfB7
EmiratesTeamNZ @EmiratesTeamNZ · Nov 8
Is there a better sight than Te Aihe on the Hauraki Gulf?
#AmericasCup #AC36 #Auckland2021
Themes
9.4k views 0:13 / 0:58
4:08 PM · Nov 8, 2019 from Auckland, New Zealand · Twitter for iPhone
Storytelling tips and tricks
Liked by aut.international.students and 1,556 others
studyauckland Get into Nature!
Partnered with @gottogetout_adventures International students become
Kaitiakitanga, Guardians and Protectors of Auckland. This year students are
planting trees and weeding invasive species on Waiheke island, making sure
one of our national treasures retains it’s beauty
by @dannyler22
#studyauckland #visitauckland #auckland #aucklandcity #aucklandnz
#tamakimakaurau #nz #studyabroad
125 Likes 14 Comments 18 Shares
30 Tāmaki Makaurau He Aratohu / Auckland PlaybookTe kōrero paki mā te kiko o roto
Storytelling through content
Introduction
Creating and collecting Why do people share
effective content content on social media?
Always focus on your audience when Think about the content you engage
creating content or finding content made with on your personal social channels.
Place DNA™
by someone in your community. This way
you will have a better chance of sharing What do you share?
content that is engaging and relevant.
What do you tag your friends in?
Ask yourself this question before you
publish: Who is my intended audience, What do you react to with a
and what makes this content valuable Like or Comment?
Reputation framework
to them?
What videos do you save to
Effective content should tick one or watch later?
more of these boxes:
Then, think about your motivations for
Inspires interest/intrigue; sharing. This will help you understand
motivates action and travel, why some content drives people to act
video/photo albums or engage while some do not.
Social media
Grabs attention; stops people Does it make you look fun, cool,
recommendations
Themes
from scrolling and focuses interesting or smart?
them immediately
Does it make you think of a friend Social media platforms hold some of
Entertains; shows striking visuals or family member who would also the greatest potential for audience
enjoy it? engagement. Each social network
Informs; provides local tips/ varies according to audience, optimal
Storytelling tips and tricks
information, or event dates and Would someone you know benefit posting tactics, engagement and tone,
time-of-year to visit from seeing the content? which makes it important to structure
your posts for maximum impact. Use
Adds value; exclusive deals or Does it reflect the activities the following recommendations to help
demonstrates value in terms of you enjoy? you create content tailored to each of
money and time your social media channels.
Does it surprise you with
Keep these five areas in mind when something you didn’t know or
creating content or curating content hadn’t seen before?
to share on your channels.
Does it represent the community
that you are a part of?
31 Tāmaki Makaurau He Aratohu / Auckland PlaybookNgā kiko ā-Pukamata me ngā tikanga tōtika rawa
Facebook content and best practice
Introduction
Image posts Make it compelling. Link posts Facebook best practices
The first few seconds of a video are
crucial to draw in the viewer. Whether
Powerful images capture attention Add a link to your post to generate a Make it valuable.
you choose to post short-form or
and improve post visibility threefold. link preview that includes an image and Always ask yourself why your
long-form video, make sure the
Be consistent with your photo captions the title. Facebook includes link clicks post will be valuable to your
content is compelling and engaging
Place DNA™
and use the same writing format from in its News Feed algorithm and rewards followers. Create content
the entire way through. Look at the
post to post. This helps people better high-traffic links by showing them that resonates best with your
retention rate on each video you share
connect with your brand. For example, to more users. Here are a few tips for Facebook audience.
by using the insights page and adjust
how do you credit the photographer link posts:
accordingly to improve over time.
each time? Do you use parentheses, Be consistent.
or the camera emoji followed by their Select a relevant link. Try to post around a regular
Make it visual.
username? There is no right or wrong Make a list of the most relevant topics schedule so your followers know
85 per cent of the time, people watch
Reputation framework
way, but choose a method and stick to your audience. Then, try a quick what to expect. The goal is to
Facebook videos without sound
with it. Google search of your topic or your ensure your content is seen and
(source). Use your video to show,
business name. Searching Pinterest for engaged with.
not tell. It is an opportunity to attract
Video posts attention through the most stunning
the name of your organisation can also
reveal new images and links. Share stories and conversation
visuals you have access to. If your
pieces, not sales pitches.
Facebook users watch over eight billion video has a voiceover, add subtitles so
Post a short, appealing caption. Be human. Use a friendly,
videos per day (source). Your audience that people can understand it with the
The link is the focus of a link post. conversational tone. Respond as
likely has some video-watching habits sound turned off.
Do not draw attention away from it soon as you can and be helpful.
too. These tips will help your video
with a lengthy caption.
posts succeed: Maximise the mobile screen.
Share unique, diverse content.
Themes
Vertical or square cut video works best
Use enticing headlines. You can choose exactly who sees
Upload directly to Facebook. on Facebook because people are most
The more intriguing the headline, it through targeting.
You will get higher reach from posts likely to watch on a mobile device.
the more likely a user is to click on it.
that contain a video uploaded to your 47 per cent of users only use the
Headlines which include numbers, Share user-generated content.
Facebook page, versus posts that mobile app (source).
such as “Top 5” or “6 Best”, perform This encourages fans to share
contain a YouTube link. A day or two
Storytelling tips and tricks
particularly well, as do headlines their own stories. Unless you own
after posting, check your analytics. Facebook Live that evoke emotion. Though you can the content, always credit photos
The platform provides data that
not change the headlines or images and videos.
includes total views, length of views
Facebook users spend three times on third-party articles, you can be
and audience retention. Learn from
longer watching live videos than selective of those you share.
these insights to constantly improve
regular video posts (source). Use this
your video offerings.
feature to make announcements,
share special offers and events, or
simply show off your surroundings on a
remarkable day. Facebook Live is also
a great platform to conduct interviews
with relevant experts or influencers.
32 Tāmaki Makaurau He Aratohu / Auckland PlaybookNgā āhua ā-Kapoata me ngā tikanga tōtika rawa
Instagram content and best practice
Introduction
Image posts make announcements, share special Formatting captions in a Keep your profile current.
offers and events, or show off your consistent way will also help Choose an identifiable profile
surroundings on a beautiful or you create a distinct and picture and provide a clear
Like Facebook, Instagram’s feed runs
remarkable day. The Live Video feature recognisable style. description in the bio with your
on an algorithm that favours some
in Stories is also a great tool to conduct business address, hashtag and
posts over others. With this in mind,
interviews and Q&As with staff, guides, Make it valuable. website link. Switch to a business
Place DNA™
always consider the value of what
experts and influencers. Always consider the value of what account if you have not already.
you are posting. Create content that
you are posting. Create content This will make it easier for potential
resonates best with your audience as
measured by engagement. Adjust your Instagram Stories highlights that resonates best with your customers to get in touch with you.
Instagram audience.
efforts based on what you learn from
Use hashtags wisely.
looking at Instagram Insights data. If you wish to extend the life of select
Keep your caption short Only use hashtags that are related
The better your content, the more Instagram Stories, save them as
and get to the point. to your product or to Auckland.
Reputation framework
likely people are to follow you and highlights to sit between your main
Most Instagram captions are cut Always include the destination
interact. Poor-quality, inconsistent feed and your bio. When deciding how
off after the first eighty characters, hashtag. For a more impactful
or uninteresting posts will not be to organise your highlights, think of it
so lead with what you need to say caption, post the majority of your
able to compete. in terms of your website navigation bar.
in order to make people curious hashtags in the first comment.
Ask yourself, what information is most
enough to press the “more” button.
Video posts relevant and useful? Answer frequently
Add your geo-location.
asked questions or how to get to your
Engage with others to grow Always include the geo-location
destination, top things to see and do,
Publish your most polished video your network. of where your photo was taken
and trip inspiration.
content on your main Instagram feed. Like, comment and follow and encourage users to tag their
As on Facebook, keep these videos accounts that are posting and location too. This is one more
Instagram best practices
Themes
short. Between 15-30 seconds is ideal talking about similar experiences. opportunity to engage with
here. You can trim the length of the A well-crafted comment can often people and help new followers
video within the app and choose a Post your very best content. be enough to gain a follower. find your content.
cover image to optimise performance. Instagram is all about quality Avoid comments that are generic
images. Accounts with curated, and overused such as “Great Maximise the mobile screen.
Instagram Stories cohesive feeds attract more capture!”. Genuine comments Post square or vertical videos and
Storytelling tips and tricks
followers. Stick to content themes resonate best because they photos for best results. People
and ensure your photos have a show you care. can only post on Instagram via
Use Instagram Stories for candid
similar look and feel. mobile, and only rarely access the
moments, destination tips and trip
Be consistent. platform via desktop computer.
planning. As these videos are only
Follow a consistent style. Try to post on a regular schedule
available to view for twenty-four hours
Use scheduling tools such as so your followers know what to
after posting, they are the perfect
Planoly, Later or Iconosquare to expect. The goal is to ensure
avenue to show your personality and
plan out the look and feel of your that people see and engage
share time-sensitive information.
Instagram feed. with your content.
Post behind-the-scenes content,
33 Tāmaki Makaurau He Aratohu / Auckland PlaybookOtara Market
Ngā āhua ā-Kapoata me ngā tikanga tōtika rawa
Twitter content and best practice
Introduction
1. Add images and video. 4. Post frequently.
Tweets with images receive 150 If possible, share one or two
per cent more retweets than tweets per weekday (along
tweets without images (source). with a couple of retweets and as
Follow the Facebook image many replies as needed).
post guidelines and use Get in the habit of scheduling
Place DNA™
attention grabbing photos to a number of posts per month.
make your posts stand out as This can help you keep a
users scroll past. consistent frequency when
paired with live posts.
2. Use hashtags and keywords.
Hashtags make it easier to 5. Think of your Twitter account
find related tweets. Add one or as a customer service centre.
Reputation framework
two relevant hashtags to your Frequently check your mentions
messages. Then, take the time and respond to any interaction.
to explore those conversations If someone retweets a post,
and interact with other users. take time to thank them. You will
Identify keywords associated build a positive impression when
with your organisation or with followers see you interacting
Auckland and listen to what with others.
people are saying through them.
6. Use Twitter in real-time.
3. Keep Twitter content original. Despite developments on
Themes
Twitter requires a different other channels, Twitter is still the
posting style than Facebook most relevant tool for real-time
does, so linking the two information and conversation.
together (i.e. posting the same For example, it is the most
content on both channels by effective platform for informing
connecting them) does more people that you are closing early
Storytelling tips and tricks
harm than good. If you have for the day.
content that you want to share
across multiple platforms, 7. Know your audience.
create and write separate posts. Use Twitter’s audience insights
to understand the demographic
profile and passion points of
your followers. This information
can help you create new content
themes and ideas.
34 Tāmaki Makaurau He Aratohu / Auckland PlaybookTakutai Square, Britomart
Ngā kiko ā-Pae Tukutuku
me ngā tikanga tōtika rawa
Website content and best practice
Introduction
Your website is your home base; 3. Avoid information overload.
the place where you can tell your Less is often more when it comes
story online exactly as it needs to be to clear communication. Design
told. Here are five tips for producing your website’s information
valuable web content: architecture to provide the most
useful facts and stories at exactly
Place DNA™
1. Help your customers. the right time in the user journey.
To do this, you need to know Often, the best approach is
their needs better than anyone. to keep most web pages –
Think about the journey your especially homepages – minimal
customers take as they make and focused, saving lengthy
the decision. An effective descriptions and detailed
website can help people in histories for blog posts. This way,
Reputation framework
many stages, from awareness your web visitors will spend less
to consideration to purchase, by time and energy searching and
providing the right information sifting, and more time getting
at the right time. Great websites closer to your mutual goals.
are easy to navigate and display
helpful information clearly. Do 4. Build your website to be social.
not be clever with your copy, What is your website’s role in
especially with the navigation your digital marketing strategy?
menus on your site; be clear. Ideally, it is part of your online
ecosystem that includes social
Themes
2. Provide contact info. media. Think of your website as
Not everyone will use social a content source that can break
media to ask you questions, down into smaller, shareable
so you need to provide other pieces. The pieces go out
options. Make sure your contact through social media, but the
information is complete and website holds them all together.
Storytelling tips and tricks
easy to find. Many organisations
have a contact page that 5. Help your customers find you
includes phone numbers, through search and social.
email addresses, team Make sure people can find
members, chat services your most helpful pages by
and social media channels. consistently updating the
details in the backend of
your website. This is just as
important as managing the
content in the front.
35 Tāmaki Makaurau He Aratohu / Auckland PlaybookE waru ngā mātāpono kia whai kiko papai i runga ipurangi
Eight principles of great online content
Introduction
1 2 3 4
Make it valuable Make it easy to share Speak like a human Respond to questions
Place DNA™
Valuable content can take many forms. Content that is difficult to share Use simple, personable language. Answer questions promptly and directly
Value can be insider information. It can will not be shared. This includes Dry or sales-oriented copy tends to with relevant information. Make sure
offer a deal or a prize or a distraction off-brand content, heavily-branded underperform on social media. Instead, that links take people to the correct
from a busy day. There is opportunity content, low-quality content and add humour, ask questions and include pages and contain useful information.
to provide value everywhere. uncommon formats. “you” and “I” where possible. This will
Reputation framework
help your audience feel that they are
having a real conversation.
5 6 7 8
Themes
Share other people’s stories Be creative Be consistent Promote your content
This is a great way to build trust in your When taking photos or shooting video, Without consistency, people are not Asking people to share your content
brand. By sharing real stories from real look for new and interesting angles. likely to come back to your channels. helps you reach people beyond your
people, you can reassure your audience Think about the stories that are unique Being consistent means keeping a own networks. You can create a
Storytelling tips and tricks
that others like them have gotten to you and to Auckland, and how you similar rhythm in your posting schedule list of bloggers and influencers
involved with your organisation and can align them with the Auckland brand. from day to day and week to week; connected to your organisation and
had a great experience. User-generated sticking to a visual style that may use its interests, and reach out to them
content can come from Auckland the same filters on photos; and using with relevant content.
residents and visitors alike. captions that follow a consistent
format per channel. Example message:
“Hi @travelinfluencer, we know you
write about Auckland’s best cultural
experiences. We thought these photos
may be relevant to you. Feel free to
mention or use as you see fit :)”.
36 Tāmaki Makaurau He Aratohu / Auckland PlaybookTe uara o te kiko i waihangatia e te kaiwhakamahi
The value of user-generated content
Introduction
User-generated content (UGC) can Follow these steps for sourcing UGC: Outreach process for Instagram 4. Use your organisation’s account
build trust within your audience by to send a message to people in a
showing how others like them are also First, find content to re-share. 1. Use the search bar on Instagram to friendly tone, asking permission
enjoying what Auckland has to offer. Begin with outreach to find content input a term that is relevant to your to share their content with credit
Effective UGC, reused with permission, from new audiences. Doing this business. Look at the results under to them. This is also a good way
has been shown to generate regularly will help to grow your Places and Tags. Places will show to gain engaged followers by
Place DNA™
engagement that is almost seven times community. To understand how it you all of the content that is geo- personally introducing them to
higher than brand content (source). works in more detail, we have shared tagged from a certain location, while your account.
the process for Instagram on this page. Tags gives you a list of relevant
hashtags around your search term. Example message:
Then, ask permission to re-share. Think beyond official hashtags to all @InsertUserHandle, what a
It is always best practice to ask the the combinations that people might beautiful photo of the museum
creator before you re-share their use. You can tell how active each tag Would you mind if we shared this on
Reputation framework
images, videos, or stories. It is the polite is by reading the number of posts our Instagram account with credit?
thing to do, but it also builds goodwill beside each one.
and creates a connection between 5. Regularly check saved posts for
you and the content owner. Consider a 2. Keep a list of commonly used replies and permissions.
variation of the below copy depending location tags and hashtags.
on the social platform and always wait Check these regularly. 6. Once permission has been granted,
for a “yes” reply before sharing the use a downloading service like
content. 3. In the mobile app, use the save dredown.com or gramsave.com
function (it appears as a flag at to download the original images
Suggested copy: the bottom right of each post) to and share on your own platform
Themes
“Hi @InsertUserHandle, we love this organise content into collections. with credit.
photo! Would you mind if we shared
it on our own Instagram account with
credit to you?”
Storytelling tips and tricks
37 Tāmaki Makaurau He Aratohu / Auckland PlaybookNorth Wharf, Wynyard Quarter
Ngā whakatairanga utu
Paid advertising
Introduction
Marketers are used to equating Facebook, Twitter and Instagram
advertising with one-way messages all offer interest-based advertising
to a mass audience. Billboards, tools that allow you to focus on
newspaper ads and television the most relevant audiences for
commercials are all examples. your business. Through Google
Ads and other platforms, you can
Place DNA™
However, you now have access send messages to people who have
to tools that let you connect with visited your website. Some of these
exactly the people you most need tactics are more advanced, but
to talk to. The principles of powerful they allow you to track the path to
storytelling still apply and so does purchase in great detail. You can
the goal of matching the right encourage your niche audience
people with the right experiences. to take a series of actions toward
Reputation framework
the goal, whether that’s making a
By targeting audiences according purchase, subscribing or something
to their passions and interests, else. Then, you can measure the
you can dramatically increase the results of each step, optimising the
impact of your ads. To do this, you experience and stories told along
need to know your audience. Who the way.
wants what you are offering, and
why? Think about grouping people To Get Started:
according to their interests rather Visit the Facebook Business page
than their demographics. For a (link) to learn how to create ads
Themes
gallery advertising a new exhibit, for Facebook and Instagram that
it is more important to know that match your specific goals.
the target audience of the ad loves
art than it is to know whether they
belong to a certain age group.
Storytelling tips and tricks
38 Tāmaki Makaurau He Aratohu / Auckland PlaybookDevonport, North Shore
Storytelling tips and tricks Themes Reputation framework Place DNA™ Introduction
39
Tāmaki Makaurau He Aratohu / Auckland PlaybookWaitohu tauira aratohu
Playbook pattern motif
This pattern represents the vital essence that runs
through Tāmaki Makaurau Auckland - our people
and place.
It appears throughout this document and depicts
our maunga (volcanic cones), our moana (oceans),
the energy and the connection of all things.
1. 2. 3. 4.
40 Tāmaki Makaurau He Aratohu / Auckland PlaybookDesk research appendix Credits and acknowledgements Copyright
Brand Auckland, 2008 In alphabetical order. This document (“document”) has been
published by Auckland Tourism, Events
Brand Auckland, 2014 ATEED / Chris McLennan: Pages 4, 19 and Economic Development (“ATEED”). The
information contained in the document has
AK2 study James Hurman, 2014 ATEED / David Watson: Page 31 been produced and provided by Destination
Think! Professional Services Incorporated
(“Destination Think!”). “Place DNA™” is a
Tourism New Zealand ATEED / Gareth Cooke: Pages 17, 23, 24, 25
trademark of Destination Think!. The contents
brand guidelines, 2015
of this document are subject to copyright and
ATEED / Leon Rose: Page 9 should only be copied and/or reproduced
TRA report on value proposition, 2015 with the prior written approval of Destination
ATEED / The Hood & Co: Pages 21, 23, 26, 34 Think!. This document was produced using
Wealth, Creators journey map, 2016 information based on Auckland’s Place DNA™
ATEED / Todd Eyre: Pages 3, 5, 13, 27, 38 research report (“Report”).
The F&B sector initial interviews
– ATEED 2016 Auckland Art Gallery Toi o Tāmaki Disclaimer
/ David St George: Page 28
Brand Auckland, 2016 Although all reasonable care has been taken
Auckland Council / Greg Kempthorne: to ensure the information in the document is
Global Auckland project, Page 25 accurate and correct, ATEED does not accept
background paper, 2015 any responsibility for any errors or omissions
Auckland Council / Luke Harvey: Page 18 and is not liable for any loss or damage
Feedback from Greg Clark, 2016 resulting from the use of such information.
Getty Images / Boy Anupong: Page 39 Any person relying on the information in this
Auckland value proposition, 2016 document does so at their own risk.
Getty Images / Deniz Unlusu: Page 26
The Global Auckland Story, 2016 Version 1, December 2019
Getty Images / George Clerk: Page 1
New Zealand Story, 2018
Getty Images / Mark Meredith: Page 20
National Mood Index, 2018
New Zealand Story / Blaine Harrington:
ATEED digital development Page 16
discovery phase, 2018
New Zealand Story / David Straight: Page 25
Auckland music strategy 2018-2021
New Zealand Story / Tom Roberton: Page 35
Tino Platform of the Independent
Māori Statutory Board Zoomslide / Faanati Mamea: Page 23
41 Tāmaki Makaurau He Aratohu / Auckland PlaybookYou can also read
