Sales pitch leaves the sails out

By IRENE CHAPPLE

Auckland's two-pronged attack on the wallets of global investors begins next week, with a direct marketing and online advertising campaign preceding a gathering of financial big-hitters in the city next month.

The campaign to attract investment dollars has been created pro bono by Walkers Advertising and direct agency WRC, and is being run through Competitive Auckland.

The group, which gets its money from the private sector, is teaming up with Australasian Access to woo potential investors from the United States, Europe and Asia.

The pitch is also being seen as a way to rev up business leaders in Auckland and encourage them to become advocates for the city.

High hopes are being placed on the campaign and subsequent meetings. Competitive Auckland executive director Alistair Helm compares the potential long-term impact of the campaign with that of Investment 2000, the Australian promotions group that pulled more than $600 million in investment dollars through its campaign around the Sydney Olympics.

Working off a budget of just $170,000 - raised through sponsorship by the Auckland City Council, Tourism Auckland and Telecom - Helm intends to give potential investors a rosy look into the local economy.

Competitive Auckland's partnership with Australasian Access - the successor to Investment 2000 - officially begins with next month's talkfest.

Up to 30 international delegates are expected to converge on Auckland in December, and 18 are already confirmed.

Helm says they will be representatives of companies looking for investment opportunities in the Asia Pacific or some already established here interested in expansion.

The delegates will be hosted by Competitive Auckland and Australasian Access during their three-day visit, and their itinerary is based around meeting various business people and analysts.

It is hoped they will then feel inclined to shell out some fat investment money, although it is a no-obligations visit.

Meanwhile, Competitive Auckland has mined the database of Australasian Access, and will mail a further 750 individuals considered potential investors in Auckland.

A further 1500 are being emailed in the drive to push the region as an investment opportunity. Recipients are encouraged to contact Competitive Auckland if they want to know more about investing in Auckland.

A website, www.investauckland.com, is live, preaching Auckland's attributes while flashing up iconic images.

While the direct mail advertising is largely based around Auckland as the home of the America's Cup, it also rides on the region's intellectual capital and the low overheads.

According to the direct mail-out publicity blurb, "Auckland is uniquely placed to see the start of every business day.

It boasts a stable, English-speaking Western economy, an open, deregulated market and low compliance and tax burden.

"Add to this a stunning backdrop and the resulting lifestyle possibilities, and the attractiveness for business is plain to see."

Walkers Advertising managing director David Walker said the brief was to position Auckland as the creative capital of the South Pacific, as City of Sails was far too narrow.

"[Auckland's] creativity shows in our passion and can-do capable attitudes ... there are so many creative investment opportunities."

Walker believes Auckland can substantiate the claim to being the creative capital, and "we should push it hard in all of our activities and communications".

He says the website has been designed to provide an overall image of a progressive city.

Says Helm: "We are trying to get across the Auckland story. Auckland business people are far too constrained and conservative about what they can do and they are not well enough versed in what they have to offer.

"This is a bit of a 'come on guys, let's get engaged and get involved,' because we can't grow the economy without their help."