Last post - A marketing ad from the Gold Coast I hate this one. I think it is really annoying. But you can be the judge.
Over and Out
I am going to end how I started off with some videos that market the City. This one is Sydney Tourism it long but I think its good. Sydney reminds me of a bigger and better Auckland and I think this ad emphasises my feelings.
urbanplanningissues asked: Interesting! I like the use of case studies. The Salem logo is pretty cool I think. I agree with points raise in the article about why city brands fail. I think there is a need to develop a reputation for a City and deliver on that reputation for a marketing campaign to be successful.
blogblogblogger asked: I don't like the Super City logo or the Tourism Auckland Logo. I think Auckland needs a better marketing campaign. Your blog really emphasises the advantages of having a well thought out branding campaign and I think this is something that Auckland is lacking.
madblogger007 asked: Cool blog. I like the example of the New York case studt you gave.I think that the I love New York brand has been fundamental in the iconic status of New York
Thanks :-)
SO WHAT ABOUT AUCKLAND?
Coming to the completion of the blogger assignment I feel that it is time for me to have a look a closer look at Auckland’s branding campaign. So here is my analysis of brand Auckland.
Branding is all about delivering on a promise by orchestrating superior experiences. Branding can’t simply focus on a tagline and logo.
– Bill Baker, President, Total Destination MarketingWHY CITY BRANDS FAIL - interesting article
Found an interresting article on why city brands fails. The article is written by Bill Baker, President, Total Destination Marketing. The article outlines why city brands fail some of the key points in the article were,
Say What - Europe has a shared branding vision!!!
Most uni students want to visit Eurpoe on their OE because of the history, art, culture. But surely history, art and culture extends beyond Europe. Perhaps we have this vision because Europe is marketed so well? I found a report today which shows that Europe is taking an integrated and co-ordinated approach to branding Europe. The report is developed by EuroCities which is a network of European cities working together for the promotion of the cities.
WITCH TOWN GETS NEW LOGO
We all now of Salem the cat from Sabrina the teenage witch but Salem is actually a place in Massachusetts USA. The area is most well-known for the location of the famous witch trials of 1692 but also has a richseaport history. Destination Salem has recently launched a new tag line to refresh the city’s identity in a way that taps into its history and current appeal as a seaport. The logo cleverly presents a pointed witch’s hat and sailboat in the same design. The tagline, “Still Making History” is aimed at moving the city’s identity beyond the infamous witch trials.
Wellywood follow-up
Councilors vote NO on Wellywood sign.
At least the councilors have some sense and are asking the Wellington airport to reconsider its ‘Tacky’ Wellywood sign. They vote 10 - 4 in favor of removing the sign.
Full story http://news.msn.co.nz/article/8253786/council-votes-no-on-wellywood-sign
FACEBOOK SURVEY - results so far
So far 50 people have answered the facebook question I proposed, WHICH CITY HAS THE BEST BRANDING SLOGAN.
Currently in the lead is
New York ‘The City that Never Sleeps’ 17 votes
Las Vagas ‘What Happens Here, Stays Here’ 13 VOTES
Amsterdam ‘I AM AMSTERDAM’ 5 VOTES
Some new slogans have been added
Palmerston North - Just Kill Yourself!
Timaru - Feel, Touch Taste
Hamilton - NZ City of the Future
Two of these are jokes im sure.
WELLINGTON WELLYWOOD?
This is a perfect example for my blog of a current New Zealand city branding example. Wellington airport has funded the construction on the giant ‘wellywood’ slogan on a hillside visible from wellington airport. The slogan is a rip-off of the iconic Hollywood sign. Many locals have been opposed to the construction of the sign. The decision for the sign is to represent Wellington,s film, media and animation industries. Wellington is not the first city to reconstruct the ‘hollywood’ sign.
Local opposition
About me
This blog is part of a 3 year planning asignment. This blog is based around the central question of,WHAT MAKES A CITIES MARKETING CAMPAIGN GREAT?
I am aiming to assess why and how city branding works and what tools are used to market the City. I will look at successful city marketing campaigns of cities like New York. I will look at how Auckland has been branded.
