Recent campaign results Dec 2021 - July 2022
Outlined below are some of the results from our significant campaigns and events that happen throughout the year. Each of them is designed to encourage spend, visitation and build the city centre's reputation as the best place to visit in Auckland for dining, retail, arts and culture.
Christmas Festival in the City, December 2021
This campaign ran throughout December and highlighted all of the reasons to come in and visit over the festive period. The headline event was the Christmas Light Show projection in Te Komititanga. This was delivered in partnership between Heart of the City, Auckland Council, and Precinct Properties for Commercial Bay.
- 750,000 completed views of the Christmas video - an increase of 37% vs 2020.
- 46,000 people attended the Christmas Light Show projection over 21 nights.
- 30 participants in our Christmas Windows competition.
Cheap & Cheerful Eats, May 2022
Running throughout the month of May, this campaign had over 100 deals from city centre restaurants and eateries at two price points: $15 and $30. The campaign focused on workers returning to the office as well as encouraging Aucklanders to come back and visit the city centre again.
- 79% increase in website clicks to Cheap & Cheerful Eats content vs 2021.
- 78,000 page views of Cheap & Cheerful Eats content.
City of Colour, 6 - 22 May 2022
City of Colour, 6 - 22 May 2022 More than 50 art and light installations formed an art trail from Karangahape Road and throughout the laneways, squares, streets, tanks and trees across the heart of the city. It was the result of a partnership between Heart of the City, Auckland Council and a large number of other city centre partners, with a vibrant art programme co-curated by award-winning designer Angus Muir and Auckland Council’s city centre place activation principal, Barbara Holloway.
- Pedestrian counts up vs. the previous 3 weekends by 15% for Friday and Saturday, and 12% for Friday to Sunday.
- 120,000 pageviews to City of Colour pages on heartofthecity.co.nz.
An ad impact survey of 500 Aucklanders and 1,500 HOTC subscribers showed:
- 64% of HOTC and 45% of Auckland respondents said the promotion made them feel more positive about the city centre.
- 57% of HOTC and 40% of Auckland respondents said the promotion motivated them to visit.
- 60% of HOTC and 58% of Auckland respondents that did visit, said the experience was positive and provided a reason for people to get together with friends and family.
Matariki ki te Manawa, June - July 2022
Over 25 special events and activations took place in the heart of the city, including the headline attraction – Pakiata Matariki – a large-scale projected light show that illuminated the Chief Post Office building in downtown Auckland. Te Kaunihera o Tāmaki Makaurau / Auckland Council, Ngāti Whātua Ōrākei and Heart of the City were proud to present Matariki ki te Manawa - Matariki at the heart.
- 25,000 attended to view the projection in Te Komititanga, downtown.
- 38% increase in page views to pageviews to Matariki ki te Manawa pages on heartofthecity.co.nz vs. 2021.
Proudly supported by Auckland Council and the city centre targeted rate.