Auckland is Calling
Tātaki Auckland Unlimited
Museums & Galleries
Discover Tāmaki Makaurau Auckland, a vibrant region filled with beaches, islands, events, and adventures.
Auckland Is Calling is an ongoing tourism campaign to promote Tāmaki Makaurau Auckland to domestic and international visitors to the city, the campaign showcases the unique offering of the city as travel destination.
This exhibition is aimed at independent adults and featured a series of interactive areas where members of public could contribute their thoughts and feelings on the subjects being discussed. The digital marketing campaign sought to highlight these key themes and offer digital experiences whereby our online audiences could also contribute.
The Auckland is Calling campaign runs for six weeks twice a year to showcase the unique tourism offering of Tāmaki Makaurau Auckland for domestic and international markets. In partnership with our creative team and agency partners we developed the Tomokanga, a striking visual based on the traditional concept of the Māori gateway.
This creative execution flowed through both content and campaign, and even as an animated visual within our promotional film, which can be viewed above. The content & channels team developed a social media and web content strategy in support of the campaign. Encouraging social media shares through the hashtag #AucklandisCalling and building social proof by repurposing uer-generated content on campaign web pages.
The Auckland is Calling campaign required a high volume of content, developing interesting articles and social media to showcase the full breadth of attractions, experiences and tourism highlights our region has to offer. To do this we took time to develop a customer journey, considering the varied audiences that visit Auckland.
We described their pain points and goals for visiting the city and how experiences might vary across our target audiences.Using this information alongside digital channel data and competitor research we developed a content plan to support the overarching ATL Auckland is Calling campaign.
The 2021 summer campaign generated over 52,000 clicks to our website content, with just under 3,000,000 completed video views for the main campaign creative against a total spend of $250k. The most popular pages included top 10s of Auckland activities as well as places to stay, this insight helped craft the second wave of content, improving campaign CPA and total time on site.
Organic traffic provide to be a key referral channel as our content ranked high for target keywords. Specifically our content hubs, designed around customer intent drove a high volume of traffic and engagement.