From:
Connie Rowe
To:
Kathryn King
Subject:
AHB events
Date:
Sunday, 4 April 2021 12:07:34 PM
Attachments:
Harbour bridge event notes.docx
image001.jpg
Hiya – see attached which I hope is helpful. I have made some very big guesses but it is hard
without knowing for example the scale – can we have 500 people participate per event or 5000?
That will make a big difference on the level on investment that can be justified.
Happy to chat further.
1982
Ngā mihi nui,
Connie
ACT
Connie Rowe / Practice Manager Upper North Island
Te Waka Kōtuia Engagement and Partnerships
M s 9(2)(a)
E [email address] / W nzta.govt.nz
Waka Kotahi NZ Transport Agency
Auckland / Level 5, AMP Tower, 29 Customs Street West, Auckland, 1143
Private Bag 106602, Auckland 1143, New Zealand
_________ _____________________________________________
INFORMATION
OFFICIAL
THE
UNDER
RELEASED
Auckland Harbour Bridge – active modes event
Communications, engagement, marketing plan
Scope
This scope is based on a summer programme of five events with a similar format to the Auckland
Marathon. Five Sunday mornings between 6am – 11.30am.
The series will be agreed to proceed by May in order for the necessary planning and publicity for
the series to start in November. Events to be held monthly November, December, January,
February, March. If successful, the programme could be rolled out each year.
1982
Opportunities
WK demonstrate a commitment to building the Northern Pathway and responding to public calls ACT
for walking and cycling access at this location.
Secure a branding partner who can fund, or part fund the event series. There could be
opportunities with Vector to extend the lighting partnership. Establishing this sort of model could
provide the opportunity for it to be used for other active mode activation events in other parts of
Auckland.
WK demonstrate a commitment to building active modes mode share across the Auckland
network. The events provide the opportunity to demonstrate how the wider network will function
with this ‘missing link’ as people start and finish their journey from locations North, Northwest,
East and centrally (South to a lesser extent). Creates good ongoing stories about other projects in
INFORMATION
the planning and design phase, including AT and AC projects.
Allow more trialling and modelling of the route during the planning phase of the Northern
Pathway. Provides information about patronage, journeys, customer profiles and opportunities
for mitigations.
Raises the profile of the role WK is playing to fund and develop Auckland’s walking and cycling
network; AT and other WK projects.
OFFICIAL
Increase partnership working with AT, AC, Panuku, ATEED, PT operators as well as the private
sector through a partnership model. THE
Rebuild relationships with key partners in the active modes space such as Bike Auckland
Contribute to WK’s reputation.
Risks
Mitigations
We are unable to secure a funding partner
Look early for a funding partner
UNDER
and there is no current budget; the optics of
Secure the right expertise to ‘package up’ the
WK funding are not acceptable
series of events and secure a partner
There is low uptake for the events which could Good promotion of the events
undermine the Northern Pathway
Context that there will be other high demand
from users for commuting (who may not
participate in the events)
RELEASED
Demand exceeds the max capacity for the
Create a ticketing system to manage the event
event
Provide five opportunities to participate
Increased calls for permanent reallocation of
Modelling to show the full impact of full-time
lanes
reallocation of lanes on the network including
the PT network
Cost of the events is seen as a poor use of
Similar key messaging used for other
taxpayer funds
largescale free public events
Funding partner covers some/ most of the
cost
Insufficient budget and or planning for
Anticipate sufficient budget and allow time for
marketing and PR for the event leading to
a comprehensive plan to be developed and
poor update
implemented
1982
Marketing / communications / public relations
The following is a very draft/ indicative overview of activities and costs – based on a funding
partner being secured quickly
ACT
Timeframe
Event programme approved
May 2021
Marketing, engagement, PR programme
June 2021
drafted and approved
Public warn up for the event (PR based)
July – August
Tickets go on sale / marketing programme
September
begins
INFORMATION
Marketing/ ticket sales for the programme /
October – March
positive PR around events as they roll out
Comms around thanks to Aucklanders to
March – April
taking part
OFFICIAL
Costs – marketing, comms/ PR, engagement, partner working
Doing a multi event programme will create cost efficiencies. We will use inhouse resources to
reduce spend where possible.
THE
Costs based on:
Contractor(s)s 9(2) per hour
(b)(ii)
Government rates on placement
UNDER
Some internal design supports
Using ‘free’ WK and partner channels
Strategy development (including internal and
20k
partner collaboration, sign off)
PR including content creation, below the line
15-20k
media placement, partner collaboration to
RELEASED
increase reach
Marketing activities (execution of the below)
10k
Advertising including design, production,
30-40k
radio, print, digital
Contingency
15k
WAKA KOTAHI NZ TRANSPORT AGENCY
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