Aucklands DNA Rollout Process Place DNA Reputation Themes Final - - PowerPoint PPT Presentation

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Aucklands DNA Rollout Process Place DNA Reputation Themes Final - - PowerPoint PPT Presentation

Nov 06, 2023 23 likes •666 views

Aucklands DNA Rollout Process Place DNA Reputation Themes Final Reputation Framework Framework 3 Reputation Storybook Themes 1 Destination reputation 2 The power of stories 3 The importance of themes 4 Aucklands Place DNA

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Auckland’s DNA Rollout

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Process

Place DNA™ Reputation Framework Themes Final Reputation Framework
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Reputation Storybook Themes

Destination reputation

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The power of stories The importance of themes Auckland’s Place DNA Auckland’s reputation framework Auckland’s themes

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The destination reputation

The sum of all stories somebody hears The sum of all experiences during a trip

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SLIDE 6 The events that happen Internal and external character conflict with the backdrop of place. Drives plot and story from beneath the surface Elements of a story Plot Conflict Setting Theme Characters
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SLIDE 7 The experiences people have. The catalyst for experiences and people’s interaction with the place, themselves, and others. Is what a place is all about. What makes it compelling, makes it resonate with people. Elements of a story Experiences Change or challenge Traveller, Resident, Student or Business Place Theme
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What is a theme?

The core of a story. Theme: An idea, concept, or lesson that appears repeatedly throughout a story, reflects the person’s internal journey through the external plot, and resonates with the audience. It is the connective tissue that holds the story together. “Theme is the prescription for living that the writer wants to give the audience or the reader.”
  • Michael Hauge
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SLIDE 10 Manifestation theme: what you see (i.e. Nashville, Music City)

Two types of theme

Dramatic theme: how you feel (i.e. Las Vegas, adult freedom)

1 2

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SLIDE 11 Where: location/setting (Vancouver, airport, Olympic year)

Elements of theme

What: subject (art, globalization, freedom)

1 2

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SLIDE 12 When you start thinking about theme, you really have to ask yourself hard questions: well, why am I interested in this story? What would move me emotionally about this story? Why would
  • ther people be interested in this story? What's the human
universal value at the bottom of the story? That's going to be the theme. And when you find those themes, there can't be very many of them because they start crossing paths with each other and getting way too complicated. You find those themes and dedicate yourself to those themes, and you drive every single piece of design to follow these themes.
  • Joe Rhode, Imagineer

“ “

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Purpose

Provide direction for all communication (within the city’s control) Provide direction and align stakeholders in communication and storytelling Act as a guide for destination development initiatives

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Benchmark and measure
  • ngoing brand performance

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SLIDE 17 The experiences people have. The catalyst for experiences and people’s interaction with the place, themselves, and others. Is what a place is all about. What makes it compelling, makes it resonate with people. Elements of a story Experiences Change or challenge Traveller, Resident, Student or Business Place Theme
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The Power of Story

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A story transforms a product into an experience

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The Experience Economy

Commodities Extract Goods Make Services Deliver Experiences Stage Transformations Guide Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1997-2011)
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VS

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Why Story is Important

Stories have the unique ability to create an emotional connection. Because of the way they affect us, stories are easy to remember. Stories carry the power to influence your audience.

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The marketing definition of story

“If you imbue your product or place with an emotion and meaning, people will be moved, they will remember and tell other people.”
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Story in destinations

Story in destinations is non-linear. Spatial storytelling Where film requires strong stories and characters, theme parks (destinations) require a strong environment.
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SLIDE 26 Waders Walk around and take pictures Swimmers Want a little backstory Divers Want to know everything

Types of Audiences

When Auckland has chosen its brand essence: Waders, Swimmers and Divers need to be equally satisfied.
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Auckland’s Place DNA

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What makes Auckland unique?

Urban Māori Nature Economy Multicultural Tāmaki Makaurau Auckland
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Tāmaki Makaurau – Auckland

Auckland is a friendly and attractive place with a high quality of life. Shaped by maunga (volcanoes), 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 (our 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 (a sense of belonging), wairua (a sense of wellbeing) and kotahitanga (oneness). 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, 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.
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Auckland’s Reputation Framework| Pou Tarawaho

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SLIDE 31 Promise Story DNA attributes | personality Essence DNA (Attributes/Personality) - the core identity, personality, and defining attributes of a place. Story – a cohesive articulation of the holistic experience that a destination provides through a person’s interaction with the place that clearly conveys the distinctiveness. Promise – a guiding commitment to providing a distinct experience that will positively impact a person’s life. Essence - the heart and soul of a brand.

Auckland’s Reputation Framework| Pou Tarawaho

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Priority Attributes

Personality 1) Youthful 2) Open-minded 3) Easy-going and relaxed 4) Intimate and connected Assets 1) Captivating beauty 2) Māoritanga (Māori culture) 3) Cultural diversity 4) Pacific Ocean 5) Surprisingly urban
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Definitions - Assets

Captivating Beauty The beauty of Auckland speaks for itself. Characterised by lush green parks, volcanoes and sparkling blue sea, it is a place that beckons you to explore your environment. Set amongst four harbours, the architecture of the region compliments its natural surrounds with towering glass buildings and sleek bridges. Watch as sail boats pass by from a city known for its elegance and ease. Cultural diversity Auckland is home to a diverse range of cultures from all over the world, and because of that, there is never a dull moment. From the thriving art and music scene, to a wide-ranging culinary community, Auckland is always engaging, interesting and colourful. Pacific Ocean Auckland is a city of the Pacific. Our tūpuna first crossed the Pacific by waka to a volcanic landscape forged by fire with fertile soil and cinder cones fit for settlement. Today, this same ocean represents opportunity. We can touch it, smell it, feel it. Full of aspirations, the Pacific is part of what we are, and we visit it frequently. Māoritanga (Māori Culture) Auckland’s history is celebrated with great pride. Home to iwi of Tāmaki Makaurau for many generations, the stories of spirited voyages taken long ago by our tūpuna (ancestors) can still be seen and heard today. Tāmaki Makaurau is a place that connects the past and present of Aotearoa, and Māoritanga is with you wherever you are. Surprisingly Urban Auckland is the economic powerhouse of Aotearoa, a rapidly changing city forging a place for the future. As the cultural and culinary capital of Aotearoa, eating out is always a treat to savour. A Unesco City of Music, you’re never far from a concert or gig, and Auckland’s
  • riginal and international arts and entertainment scene delights the senses. It is a place where our young spirit roars, where tech hubs
thrive and businesses are put on the world’s stage. It is a place that inspires you to be the best you can be.
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Definitions - Personality

Youthful energy With a median age of 35, we are a young population compared to the rest of New Zealand. The vibrancy of youth is evident in every part of the city. We are driven, optimistic and seeking
  • pportunities in the connections we make every day. Our
innovative nature and will-do attitude allows us to succeed alongside bigger cities around the globe. Open-minded attitude We embrace the excitement presented by opportunity. Actively, not passively. We are considerate, kind, generous, helpful and trustworthy. We value getting along with others and have an optimistic view of human nature. Easy-going and relaxed We are welcoming, relaxed and collaborative. We come together to help each other succeed. We can and do access nature easily, and enjoy freedom in a safe environment, where we can raise our families, find balance and live our dreams. Intimate and connected Auckland is a thriving urban centre, but our connection to each other gives our city an intimate feel. Auckland is metropolitan, but it still maintains a kind and friendly
  • nature. Its residents look out for each other, and this
approach permeates the entire city, extending a warm welcome to visitors as well.
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SLIDE 35 A region of natural beauty and an unexpected urban scene, 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 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 experience the story of its origins, beginning with the journey of tangata whenua, and take part in shaping its future as a young, modern city on the rise. Auckland is a place with soul, whose spirit will stay with you long after you’ve left.

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Auckland is an open city where you can feel the heart of the earth.

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Auckland enriches and improves you.

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Theme Criteria

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Theme Criteria

Criteria Pass Fail Adjust Develop Must flow from Place DNA & the brand framework Foster collaboration between stakeholders Strengthen Auckland’s brand by closing gaps Be broad enough to encompass many storylines Emotionally connect with audiences
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Place DNA & reputation framework

What this criteria is: Each theme must flow from Auckland’s Place DNA and repuration framework. Why it is important: To resonate a theme must be authentic and authenticity is rooted in a place’s identity. How we identified it: Place DNATM Process CRITERIA 1
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Foster collaboration between stakeholders

What this criteria is: Themes should respect existing partnerships while stimulating further collaboration. Why it is important: Collaboration is critical to leveraging resources and alignment needed to strengthen place reputation. How we identified it: Workshops CRITERIA 2
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Strengthen Auckland’s reputation

What this criteria is: Each theme should positively contribute to improving Auckland’s reputation. Why it is important: In order to move reputation forward, focus must be strategic by emphasising strengthens and combating gaps. How we identified it: Place DNATM Survey, Reputation Framework CRITERIA 3
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Be broad enough to encompass any storylines

What this criteria is: Each theme must be able to house many different storylines from all sectors: business, city and tourism. Why it is important: The theme should provide opportunity, rather than constraint. It should serve all stakeholders. How we identified it: Desktop research, workshops. CRITERIA 4
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Emotionally connect with audiences

What this criteria is: Each theme should be connected to the human experience. Why it is important: People are influenced through emotion and relatability, for a theme to connect it must be real. How we identified it: Desktop research CRITERIA 5
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Auckland’s Place DNA

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What makes Auckland unique?

Urban Māori Nature Economy Multicultural Tāmaki Makaurau Auckland
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Tāmaki Makaurau – Auckland

Auckland is a friendly and attractive place with a high quality of life. Shaped by maunga (volcanoes), 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 (our 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 (a sense of belonging), wairua (a sense of wellbeing) and kotahitanga (oneness). 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, 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.
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Theme Workshop Findings

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  • Inspiration and innovation is found where
cultures intersect
  • Auckland brings people and nature
together
  • The spirit of Tāmaki Makaurau - Auckland
– past, present, and future - is alive in the city
  • Young and welcoming city – we give
anything a go
  • We are growing strongly but we choose
good growth

A place of opportunity

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  • Auckland is a musical score with
each note, while different, contributing to the greater whole
  • There is unity in diversity
  • Auckland has a unique
perspective formed by the meeting of cultures, languages,
  • rigins
  • World’s newest urban cultural
experience and world’s most indigenous urban experience

A place of diversity

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  • Citizens have a bond with the city
  • A manifestation of time where past,
present, and future coexist shaping what’s been, is, and will be
  • There is a life essence in all things you will
experience which makes living working and visiting so more meaningful
  • Māori values are woven into the fabric of
Auckland life
  • Auckland is a city full of unknown
underlying stories

A place with a soul

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  • Aucklanders take pleasure in living and
embrace its joys. The good life
  • Care is taken of each other, our guests and
  • ur selves
  • Auckland adds quality of life for citizens,
rather than extracts from them
  • In an era where people are struggling for
balance, this is a core source of Aucklander’s sense of pride
  • Restorative city: you feel connected with
nature, water, people, culture and city

A place of balance

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Recommended Themes

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Auckland’s Themes

Opportunity Balance Diversity Tāmaki Makaurau Auckland Soul
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Diversity Opportunity Balance

Auckland improves and enriches you

Soul

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Collective Worlds Playground for ideas Urban Oasis

Auckland improves and enriches you

A place of Mana

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SLIDE 57 Māoritanga History Authentic Spiritual People Indigenous Multicultural Young Welcoming Entrepreneurial Business Water / Land Work / Life Intimate / Vibrant Nature / Culture

Urban Oasis

Auckland improves and enriches you

Collective Worlds Playground for ideas A place of Mana

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SLIDE 58 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
  • ur 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, Māoritanga is alive through the language, tikanga (protocols) and values that are practised and seen in our communities. We openly show our aroha (love), welcoming everyone we meet into our whānau and into the korowai (cloak) of our city. The mauri (spirit) of this city lies deep within its core. There is an extraordinary essence here that flows throughout our city, carrying stories from our tūpuna and delivering them to the generations of our future.

A place of Mana

THEME 1 Benefit/Impact Strengthen Auckland Brand: Unique differentiator Build reputation Increase desirability Build advocacy: Experience development Pride Ownership Stakeholder engagement: Alignment & participation Close the gap: Māori (experience)
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SLIDE 59 Our city is one of 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
  • utward expression of the many people who live here, where anyone can make themselves at home.
Sharing everything with everyone is our way of celebrating all people. We share our place and we share our abundance — what the land provides us, in all the flavours of the world. We share our stage as a UNESCO World Music City, with international headliners, local performers, hip-hop artists, Māori and Pacific urban beats and all who listen. Auckland is both quintessentially Kiwi and surprisingly global, a hidden gem with an unexpected metropolis that transforms spirits in one go.

Collective Worlds

Strengthen Auckland Brand: Build awareness Address ignorant perception Build advocacy: Pride Ownership Engagement City Marketing: Alignment Vision THEME 2 Benefit/Impact Close the gap: Māori (bicultural) Urban (multicultural)
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SLIDE 60 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. 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 quality
  • f life above growth at any cost. Ours is a place that promises infinite action, a strong community and a warm
welcome.

Playground for ideas

THEME 3 Benefit/Impact Strengthen Auckland Brand: Build reputation Increase desirability Symbolic action Build advocacy: Value Ownership Engagement City Marketing: Alignment Vision Close the gap: Urban (open city)
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SLIDE 61 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 Americas Cup, to our ancestral roots by nurturing our relationship to nature and protecting our land and waters as kaitiaki (guardians). The land is a taonga, a gift from our tūpuna, and we take care to ensure our urban development respects our environment. Our values make Auckland (Tāmaki Makaurau) a city like no other; it is a bridge between our nature, our culture and
  • ur future. Here, we have found balance in every corner of our existence. Our city is a restorative urban oasis where
the quality of life is perfectly matched by its peaceful lifestyle.

Urban Oasis

THEME 4 Benefit/Impact Strengthen Auckland Brand: Authenticity Increase relevance Address dull perceptions Generate alignment: Align multiple stakeholders around common vision and experience development Close the gap: Urban (experience)
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The more alignment, the stronger your reputation

Projected DNA Perceived DNA Perceived Projected
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Purpose

Provide direction for all communication (within the city’s control) Provide direction and align stakeholders in communication and storytelling Act as a guide for destination development initiatives

03 01 02

Benchmark and measure
  • ngoing brand performance

04

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Thank You

Frank Cuypers frank@destinationthink.com