Port of Auckland
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In 2022, Port of Auckland faced significant challenges, with the impact of COVID-19 further damaging its reputation. Favourability among Aucklanders had declined for 24 months in a row and with the absence of strategic storytelling and stakeholder engagement it left room for others to dominate the narrative reinforcing a negative perception of the Port.
Demonstrating Pead’s talent for delivering creative execution with a strategic lens.
The brief
With a new Chair and CEO, we adopted a strategy of radical transparency directly addressing challenges with staff, stakeholders, and the media, while openly acknowledging areas for improvement. Through targeted one-on-one discussions, group engagements, and strategic outreach, we rebuilt trust by showcasing the Port's efforts, securing a stronger share of voice. We also developed an "always-on" media presence with op-eds, interviews, and significant programmes of work around half year and full year results to ensure constant visibility.
Within five months of Pead coming onboard favourability improved, and other metrics increased as well. Now 82% of Aucklanders recognise the Port as an essential service and 79% acknowledge its contribution to the local economy. In addition, Port of Auckland has since achieved major recognition at the 2023 and 2024 Deloitte Top 200 Awards, with Jan Dawson named Chairperson of the Year and the company winning the Diversity and Inclusion Award.
The result
82%
Aucklanders recognise the Port as an essential service
79%
Acknowledge its contribution to the local economy
Need a hand?
Level 2
Imperial House
44 Queen Street
Auckland, 1010
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