Brand and reputation

We champion Auckland’s global reputation through place brand leadership.

We sustain and nurture Auckland's global reputation

As guardians of Auckland’s place brand, we lead strategic efforts to position Tāmaki Makaurau as a world-class city to live, visit, invest, work and create. We seek to drive positive perception, and attract global attention. Our region’s reputation is an important component of our work to unlock opportunities across tourism, screen, investment, talent and events.

Our role is more than promotion – it's about building pride, shaping how the world sees us, and delivering long-term value for Auckland and its people.

Did you know?

  • Research commissioned by Tātaki Auckland Unlimited shows that even small increases in positive sentiment for Auckland can translate into significant gains in regional GDP. This insight underpins our strategic marketing plans to grow Auckland’s brand value.
  • Tāmaki Makaurau Auckland is proudly a UNESCO City of Music, a prestigious designation that Tātaki Auckland Unlimited champions through digital campaigns celebrating our vibrant music scene.
Brand and reputation

Looking after Auckland's place brand​

Tātaki Auckland Unlimited champions and protects Auckland’s place brand – an authentic story of what makes Tāmaki Makaurau unique in the eyes of locals and visitors alike. Built through extensive research, the region's place brand guides destination marketing, major campaigns, and promotional efforts that drive visitation, investment, events, and talent to the region.

We lead the development of Auckland stories in alignment with the Tāmaki Makaurau He Aratohu Auckland Playbook and provide open-source Auckland brand assets (photography, videography) allowing partners, residents, and businesses to tell a compelling and aligned Auckland story.  

By aligning with Auckland’s place brand, we work to grow:

  • Trust in our region and its future
  • Equity in the Auckland brand on a global stage
  • Vibrancy and resilience across our communities
  • A shared sense of pride within all who call Auckland home

Learn more

Brand and reputation

We nurture some of Auckland's most loved brands

Tātaki Auckland Unlimited is proud to care for and sustainbly grow some of Auckland’s most successful and beloved brands. Our teams work hard to ensure they continue to thrive, inspire, and create lasting memories for generations to come.

You will probably recognise some of the long-standing brands we nurture including:

  • Auckland Zoo – connecting communities to wildlife and conservation for more than a century.
  • BNZ Auckland Lantern Festival – celebrating the rich traditions of Lunar New Year since 2000.
  • Auckland Art Gallery Toi o Tāmaki – heritage home to Aotearoa’s largest public art collection.
  • BNZ Auckland Diwali Festival – a vibrant celebration of Auckland’s Indian communities and culture since 2002.

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