Auckland’s 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 Auckland’s Place DNA 5 Auckland’s reputation framework 6 Auckland’s themes
The destination reputation + The sum of all experiences The sum of all stories during a trip somebody hears
Elements of a story Plot The events that happen Internal and external Setting Characters Conflict character conflict with the backdrop of place. Drives plot and story Theme from beneath the surface
Elements of a story Experiences The experiences people have. The catalyst for experiences Traveller, Resident, Change or and people’s interaction Place with the place, themselves, Student or Business challenge and others. Is what a place is all about. Theme What makes it compelling, makes it resonate with people.
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
Two types of theme Manifestation theme: 1 what you see (i.e. Nashville, Music City) Dramatic theme: how you feel 2 (i.e. Las Vegas, adult freedom)
Elements of theme Where: location/setting 1 (Vancouver, airport, Olympic year) What: subject 2 (art, globalization, freedom)
“ 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 other 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
Purpose 04 01 02 03 Provide direction for all Provide direction and align Act as a guide for Benchmark and measure communication (within the stakeholders in destination development ongoing brand performance city’s control) communication and initiatives storytelling
Elements of a story Experiences The experiences people have. The catalyst for experiences Traveller, Resident, Change or and people’s interaction Place with the place, themselves, Student or Business challenge and others. Is what a place is all about. Theme What makes it compelling, makes it resonate with people.
The Power of Story
A story transforms a product into an experience
The Experience Economy Transformations Guide Experiences Stage Services Deliver Goods Make Commodities Extract Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1997-2011)
VS
Why Story is Important 01 02 03 Stories have the Because of the way Stories carry the unique ability to create they affect us, stories power to influence an emotional are easy to remember. your audience. connection.
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.”
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.
Types of Audiences Waders Swimmers Divers Walk around and Want a little backstory Want to know take pictures everything When Auckland has chosen its brand essence: Waders, Swimmers and Divers need to be equally satisfied.
Auckland’s Place DNA
What makes Auckland unique? Urban Māori Economy Tāmaki Makaurau Auckland Nature Multicultural
T ā maki 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.
Auckland’s Reputation Framework| Pou Tarawaho
Auckland’s Reputation Framework| Pou Tarawaho Essence Essence - the heart and soul of a brand. Promise – a guiding commitment to providing a distinct experience that will positively impact a person’s life. Promise Story – a cohesive articulation of the holistic experience that a destination provides through a person’s interaction Story with the place that clearly conveys the distinctiveness. DNA DNA (Attributes/Personality) - the core identity, attributes | personality personality, and defining attributes of a place.
Priority Attributes Assets Personality 1) Captivating beauty 1) Youthful 2) Māoritanga (Māori culture) 2) Open-minded 3) Cultural diversity 3) Easy-going and relaxed 4) Pacific Ocean 4) Intimate and connected 5) Surprisingly urban
Definitions - Assets Captivating Beauty Māoritanga (Māori Culture) The beauty of Auckland speaks for itself. Characterised by lush green Auckland’s history is celebrated with great pride. Home to iwi of parks, volcanoes and sparkling blue sea, it is a place that beckons you to Tāmaki Makaurau for many generations, the stories of spirited explore your environment. Set amongst four harbours, the architecture of voyages taken long ago by our tūpuna (ancestors) can still be the region compliments its natural surrounds with towering glass buildings seen and heard today. Tāmaki Makaurau is a place that and sleek bridges. Watch as sail boats pass by from a city known for its connects the past and present of Aotearoa, and Māoritanga is elegance and ease. with you wherever you are. Cultural diversity Pacific Ocean Auckland is home to a diverse range of cultures from all over the world, Auckland is a city of the Pacific. Our tūpuna first crossed the and because of that, there is never a dull moment. From the thriving art Pacific by waka to a volcanic landscape forged by fire with fertile and music scene, to a wide-ranging culinary community, Auckland is soil and cinder cones fit for settlement. Today, this same ocean always engaging, interesting and colourful. 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. 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 original 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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