Young, spirited and diverse
1 in 3 Aucklanders were born overseas – we are proudly multicultural and welcoming.
The brand for Tāmaki Makaurau Auckland is built on robust research and shaped by the voices of our people.
Our insights show we are youthful, diverse, grounded and globally connected. We are a region whose modern identity is deeply shaped by Māori wisdom.
Our brand story helps us align what we say about our region with how the world see us.
Auckland is a city of many worlds, united by a common spirit.
1 in 3 Aucklanders were born overseas – we are proudly multicultural and welcoming.
Indigenous values like manaakitanga (hospitality) and kotahitanga (unity) guide how we live, lead, and host.
With street art and forest trails within 20 minutes of each other, you’re never far from creativity or coastline.
The more consistent our story is, the stronger Auckland’s reputation becomes.
Use the Auckland Playbook to align your message – then explore our Brand Library for free images, videos and tools to help you tell it.
Our research revealed four themes that shape how we talk about Tāmaki Makaurau.
Whether you’re writing a social post, designing a campaign, or welcoming guests – they're your storytelling foundation.
The more consistent our story is, the stronger Auckland’s reputation becomes.
Use the Auckland Playbook to align your message – then explore our Brand Library for free images, videos and tools to help you tell it.
Our research revealed four themes that shape how we talk about Tāmaki Makaurau.
Whether you’re writing a social post, designing a campaign, or welcoming guests – they're your storytelling foundation.
Discover what makes Auckland unique and how you can help tell its story.
You have access to high-quality images and videos.
You have access to high-quality images and videos.