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2001 Conference - Rotorua
Attracting Overseas
Investment
David Irving
Chair, Competitive Auckland
Contents
The Regional Role
Cities are the focus for attracting overseas
investment
- Communication channel is key - New Zealand scale requires
focus on one single national promotion agency - Investment New
Zealand
- Focus to key target audience - niche marketing
- Tight value proposition
- Well communicated message
- Pro-active regional EDA ready to respond to enquires
What's the Investors View of Auckland
- Does not register on investors radars
- Not as aggressive as Australian cities
- Great lifestyle - no details of business
- No pro-activity in international location marketing
- No clear proposition
- Difficulties experienced with lack of regional EDA
- Auckland / New Zealand needs to be more confident, aggressive
- Don't assume Australia is a partner - they are the competition
Source :Sample interviews with overseas investors
Auckland - the Proposition
- Competitive Auckland is currently developing a clear and
focused value proposition, some of the elements ...
Innovation Harbour
A unique proposition to attract and retain businesses, investment
and talent to the Auckland Region. Building on the innovative
capabilities of our culture and the harbours of our region
- A branded business proposition and complimentary marketing
support
- Supportive infrastructure developments
- Clusters/zones of innovation
- Technology/educational centres
- Unique workstyle/lifestyle
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