DCC to Establish New Marketing Agency
Dunedin, 29 January 2014 – The Dunedin City Council is establishing an in-house City marketing agency to align the
city’s promotional activities across key sectors and drive better marketing outcomes for the city.
At its meeting on 24 January the Council agreed to create the agency to promote tourism, business and education.
Dunedin Mayor Dave Cull says the move is aimed at delivering a broader range of effective messages for the city through
the new agency. It aims to carry on the excellent work Tourism Dunedin has done for tourism across education and
business as well.
He says the Council has been exploring the feasibility of establishing a new agency to assume responsibility for
marketing key sectors in the city, following a decision in principle to do this last year.
“It is an opportunity for Dunedin to do more together to promote all of Dunedin’s investment opportunities. We believe
the decision will help us towards our vision of developing Dunedin as one of the world’s great small cities.”
Council Chief Executive Officer Dr Sue Bidrose says the structure of the agency is yet to be determined.
“At the moment a lot of good work is being done by different departments and agencies across the city, but it is pretty
fractured. A single team will help us find more efficiencies and help us provide a more consistent message. Its work
will be closely aligned with the work of Council’s Economic Development Unit and i-SITE.”
The intention is to disestablish Tourism Dunedin by 30 June this year and establish the agency by 1 July. Dr Bidrose
says many of the skills within Tourism Dunedin are compatible with those required at the agency and some posts are
likely to transfer across where there is direct alignment. Other staff will also be encouraged to apply for roles within
the new agency.
Mr Cull says the Council wishes to acknowledge the achievements and contribution of Tourism Dunedin staff and Board.
“It has not been an easy decision. Tourism Dunedin has done a wonderful job in promoting tourism, but we are aiming to
get the best outcome for Dunedin and to do that we need to promote our business and education sectors more effectively,
not just concentrate on tourism.”
Tourism Dunedin Board Chair, Trish Oakley says the Board of Tourism Dunedin supports the creation of a City marketing
agency and has worked closely with the Dunedin City Council on the proposal.
“A city marketing agency will help us better position the City as a place to live, work, visit study and invest. It will
allow us to build on the work that has been done by Tourism Dunedin staff and other stakeholders.
“This change presents us with an opportunity to work closely with visitor sector leaders and build on the confidence we
share in the sector’s ability to make an important economic contribution to Dunedin.”
Dr Bidrose says the performance of the agency will be reviewed after 18 months with a view to assessing whether, in the
longer term, the marketing objectives of the city could be best met by establishing the agency as a Council Owned
Company (CCO).
ENDS