Heart of the City
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Heart of the City and Precinct Properties sought to launch Te Manaaki, a new Christmas tree installation in Auckland’s city centre, with the goal of establishing it as an iconic, must-see festive attraction. The challenge was to build anticipation, manage scrutiny around its $1.2 million cost, and position the installation as a symbol of collaboration and revitalisation in the heart of the city, while driving foot traffic and improving perceptions of the CBD.
Pead led a phased communications strategy, beginning with a teaser campaign that sparked curiosity.
The brief
Heart of the City and Precinct Properties set out to establish Te Manaaki as Auckland’s must-see festive icon, while managing public scrutiny over its $1.2 million cost and reinforcing the city centre as a vibrant, welcoming destination. Pead led a strategic, phased rollout—beginning with a teaser campaign and proactive media engagement to manage early criticism, followed by a high-impact launch event featuring top local performers, immersive family-friendly experiences, and strong media and influencer promotion. The result was a seamless unveiling attended by over 2,500 people, widespread positive media coverage, and organic social amplification that firmly positioned Te Manaaki as a cherished holiday fixture and symbol of successful public-private collaboration in the heart of Auckland.
The result
107+
Total pieces of earned media coverage
955k+
Total PR value of coverage
53m+
Total potential cumulative reach
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Imperial House
44 Queen Street
Auckland, 1010
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