Understanding the Auckland Brand

Understanding the Auckland Brand

Why a shared story matters — and how to use it.

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.

 

Download Auckland Playbook How We Tell Auckland’s Story

Who we are

Auckland is a city of many worlds, united by a common spirit.

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Young, spirited and diverse

1 in 3 Aucklanders were born overseas – we are proudly multicultural and welcoming.

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Grounded in te ao Māori

Indigenous values like manaakitanga (hospitality) and kotahitanga (unity) guide how we live, lead, and host.

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Urban energy meets natural calm

With street art and forest trails within 20 minutes of each other, you’re never far from creativity or coastline.

Watch how research informs our brand

Discover what makes Auckland unique and how you can help tell its story.


Download Place DNA™ Report

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