• 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.
Various brands, including The City of Sails, The Big Little City and the lava-coloured, frayed-A logo have been used to sell the city and brand major events, including the Rugby World Cup.
Last night, Ms Shotter, who heads Committee for Auckland lobby group, was pleased to see work was under way to promote the city and unite the new Auckland.
She said the brand needed to define Auckland, saying the feedback she received from overseas was "what is Auckland?" and how is it different from other cities?
"Sometimes when you talk about brands people think it's going to be a fuzzy A or the City of Sails.
"But it's the piece underneath that defines what we are. Are we young? Are we creative? Are we entrepreneurial? Those types of things give you a flavour of the city," Ms Shotter said.
Mr Barnett, chief executive of the Auckland Chamber of Commerce, said the city needed to have a consistent story to promote overseas.
It did not need to be a bumper sticker strategy, he said.
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.
Hawkesby shares his ideas
Former news presenter John Hawkesby would welcome a new global brand for Auckland.
Hawkesby, who lives on Waiheke Island, said the Super City could do with a fresh look.
He quickly came up with a couple of his own ideas, including a revamp of a phrase he has used to describe Waiheke in the past: "Waiheke -- Far enough behind to be ahead". He would change this to "Auckland -- Far enough away to be out front".
But his favourite brand suggestion was simpler still: "Auckland -- Loving You".
"It's so generic and broad who knows what the hell it means, but it feels good."
Hawkesby said a city ought not to be defined too distinctly.