CBD flaunts its wares

By IRENE CHAPPLE

A stroppy outdoor advertising campaign by Heart of the City intends to entice Aucklanders back to the central business district.

The campaign, according Heart of the City general manager Alex Swney, encapsulates Aucklanders' new-found confidence in the city.

Six billboards and 20 metrolights will fence the city centre from next month, trying to combat unhappiness with the CBD's pricey parking while encouraging punters to believe the product is worth it.

Designed by WRC, the advertising quips pointed remarks such as: "Newmarket has free parking. So does Huntly." and "Phew. You made it out of the suburbs."

Swney says shoppers are returning to the CBD, but says the advertising push will raise awareness.

"It designed to be provocative.

"It's difficult to remember that a few years ago we didn't have Sky City, the Viaduct and Chancery and much more ... We're feeling a lot more bullish about the product we have to offer people."

The campaign cost the downtown group less than $100,000 for its initial two-month run.