Auckland’s cultural and economic agency Tātaki Auckland Unlimited (TAU) says its recent ‘Happy Guide’ campaign, which cost over $737,000, was an effort to improve the city’s public image.
Documents obtained by state media revealed the extent of the cost.
The campaign featured a Finnish tourist named ‘Eerik’ enjoying popular spots around Auckland, aimed to counteract declining perceptions of the city.
TAU claims the campaign reached two million people across New Zealand, and according to post-campaign research, 48% of viewers felt more positive toward Auckland, while 60% considered spending time or money in the city.
The agency highlighted that “through the eyes of a visitor from Finland, which the World Happiness Report 2024 found to be the ‘happiest’ place on the planet,” the campaign showcased experiences that “can make people happy,” positioning Auckland as a desirable destination.
However, Auckland Mayor Wayne Brown criticised the campaign, labelling it a waste of money.
Brown argued that the expense of showcasing “some bloke from Finland having a sauna and eating a kebab” failed to provide real value to the city. He challenged TAU’s assessment of the campaign’s success, pointing out that the sample size of people surveyed was only 163, and only 14% of viewers reportedly felt a positive shift in perception.
Brown also doubted the agency’s efficiency, stating, “We need to be demonstrating that we can drive strong value for money,” and announced plans to propose dis-establishing TAU by year’s end to ensure council-controlled agencies align with “tighter fiscal control”.
Well, someone got “ripped off”, again.
Maybe spend some of that money cleaning up the streets instead 🤷🏼♂️
Maybe clear away the perpetual cones and roadworks once and for all 🤷🏼♂️
Maybe actually encourage the free flow of traffic for a change, instead of hindering and frustrating it in every conceivable way at every possible opportunity 🤷🏼♂️
Maybe get more cops on the beat to discourage the riff raff 🤷🏼♂️
Collectively it all might do more to “improve perceptions” than some lame PR campaign. Just my two cents…
All those things.
The best way to provide better perceptions of a city is by identifying problems and then fixing them. Perhaps fix the “low hanging fruit” first and then go for the more difficult stuff. As things are actually improved then perceptions that things have improved will change.
Improve the roads, particularly the motorways which are too busy: Identify where most of the traffic gets on and off and identify if more roads at strategic places would reduce traffic. In January, traffic is very low because of the University holidays and also most commuters take extended breaks then. Companies should allow more staggered hours rather than always 9 to 5 which would spread the traffic load on the roads.
Also, lower the rates, In the last 15 years or so they have doubled and then some.
Perhaps a government efficiency drive, run remotely by Elon Musk.
Well no one would ever confuse this shit hole with the happiest place on earth….ruined by wasteful parasites, while essential services and peoples lives, fall into ruin……
when are the rate payers going to rise up against this wasteful nonsense.
OMG I mistook this for a Grindr ad. Eeew!