Auckland Leans Into Stereotypes To Lure Kiwis This Autumn

Scoop

14-05-2025

Tāmaki Makaurau Auckland is flipping the script on familiar stereotypes with a bold campaign aimed at drawing domestic visitors to the central city this autumn and winter.
Led by Tātaki Auckland Unlimited (TAU), in collaboration with Heart of the City and the Karangahape Road Business Association, the campaign leans into clichés with a playful twist, inviting Kiwis to take a second look at what Auckland has to offer.
'The rest of the country loves to give us stick,' says Nick Hill, Chief Executive at Tātaki Auckland Unlimited. 'We say, bring it on! Come visit. You'll find the stereotypes don't quite stack up, but our festivals, shows, art exhibitions and restaurants absolutely do.'
With tongue-in-cheek headlines and vivid imagery, the campaign sets out to surprise and delight. Featured creative includes:
• 'You don't have to be a food snob to eat like one'
• 'Sure, it can get a little crowded here' (accompanied by a buzzing concert crowd) • 'This place is full of exhibitionists' (a nod to a lively art scene)
• 'Of course there's drama in the big city' (with an image of an aerialist showing pure theatrical flair)
Launching this week, the campaign will appear across out-of-home, social and digital channels in the key fly and drive markets. A vibrant colour palette and bold visuals ensure the campaign stands out not just visually, but in attitude.
'This is not a whisper campaign,' adds Hill. 'It's a shout from the rooftops that Auckland is alive and buzzing, even during the cooler months. We're telling our story loudly, and with a wink, through food, events, culture, and everything that makes our city centre so special.'
Heart of the City Chief Executive Viv Beck says the campaign is much needed, especially heading into winter. 'Domestic tourism is a vital part of our city,' says Beck. 'It supports our local businesses, keeps our events calendar thriving, and injects energy into the city year-round. This campaign is designed to capture people's attention and inspire more Kiwis to explore - or rediscover - the magic of our city centre.'
Jamey Holloway, Karangahape Road Business Association General Manager says: 'We know Tāmaki Makaurau can sometimes get a bad rap, but this campaign is our way of saying, we hear you - but come take another look. K' Road is no stranger to pushing boundaries, and we're proud to be part of this collaborative effort to invite everyone to come experience the unique energy you won't find anywhere else in New Zealand.'
The campaign, which costs $400,000, is fully funded by the city centre targeted rate (CCTR)– a special rate paid by commercial and residential property owners within the city centre to enhance the city centre, including 'visitor attraction and promoting the city centre'.
A taste of upcoming shows and events:
• NZ International Comedy Festival on now
• Auckland Writers Festival (13 – 18 May)
• Auckland Live Cabaret Festival, The Civic (3 – 15 June)
• Auckland Art Gallery – A Century of Modern Art (Opens 7 June)
• Full Metal Orchestra Spark Arena (26 July)
• Mānuka Phuel SYNTHONY Origins Spark Arena (26 July)
• New Zealand Fashion Week Shed 10 (26 – 30 August)
• Priscilla Queen of the Desert The Civic (12 September – 4 October)