Christmas 2024 had some great results
Aucklanders got into the seasonal spirit with 20+ festive music, art, decorations and lighting that filled the city centre’s public spaces throughout December.
Our Christmas marketing campaign, along with the introduction of Te Manaaki, our new Christmas Tree, delivered some great results.
Te Manaaki: the star attraction of Christmas 2024
Our magical new Christmas Tree was in Te Komititanga and marked the start of a new festive tradition for Auckland. It’s a gift for the city through a partnership between ourselves and Precinct Properties, with support from Auckland Council via the city centre targeted rate.
Approximately 3,000 people attended the inaugural tree-lighting event. The night featured free family-friendly entertainment from Anika Moa, Tami Neilson and the Auckland Youth Choir. Their performances of classic carols added to the festive energy, and there was some great media coverage of the night.
Photo credit: Sacha Stejko
Te Manaaki was promoted across various digital platforms. Results included:
- 5.3M digital campaign impressions served about Te Manaaki
- 1.43M completed Te Manaaki video views
- 51.5k clicks to Te Manaaki pages
It also received extensive media coverage, with more than 107+ pieces of coverage and 53M potential total cumulative PR Reach.
Surveyed Aucklanders had positive feedback about Te Manaaki, including:
- 71% rated their experience of Te Manaaki ‘very good’ or ‘excellent’ (i.e. 4 or 5 out of 5)
- 78% said Te Manaaki made them feel more positive about the city centre, and supported the continuation of events like it
- 73% said events like Te Manaaki attract them to visit the city
- More than two-thirds planned to do other activities during their visit, including shopping (20%) and dining out (20%)
Christmas 2024 marketing campaign results
This campaign went live in mid-November and ran right up until Christmas. It featured billboards, public transport panels, radio and regional print ads, and a dedicated digital advertising schedule to drive traffic to our consumer site’s Christmas pages.
The creative campaign humorously highlighted some of the more unique reasons to visit the city centre during Christmas. It was backed up with gift guides and promotion of our retail and hospitality offering.
Creative from our Christmas 2024 campaign
Christmas 2024 bus
The marketing campaign performed well, with highlights including:
- 19.6M digital campaign impressions served about Christmas (+45% vs. 2023)
- 2.77M completed Christmas video views (+152% vs. 2023)
- 233k clicks to our Christmas website pages (+59% vs. 2023
Christmas 2024 was proudly supported by Auckland Council and the city centre targeted rate.
