Boosting economic growth, attracting residents, visitors and workers, and creating community pride are all aims of a new identity, or city story, revealed this week to Christchurch people.
Drawing on input from thousands of residents, visitors and city stakeholders, and guided by global expertise and local knowledge, ChristchurchNZ has shared a new story for ŌŒtautahi Christchurch that describes a city in pursuit of balance, where residents, visitors and workers have the space to make time for all types of play.
Christchurch Mayor Phil Mauger says that the city has a real buzz about it and the new city story speaks to our sense of fun, innovation, connection with nature and drive to do something new.
“I’m so proud to be the Mayor of Christchurch at the moment. We are realising the investment of the past decade and taking our place as New Zealand’s true second city where people can work, live, play and invest.
“There is so much right here for our residents, visitors and businesses – we’ve always had a strong connection to our environment and nature, now the town is buzzing and our new industries in tech, aerospace and manufacturing are really putting Christchurch on the map. This new city story gets that message out there to the country and the world.”
A city identity offers a direction and way of talking about a place. It is not simply a logo or tagline, but an evidence-based description of a city used to promote and paint a picture of a place.
Christchurch’s new story is informed by dozens of meetings with city agencies and businesses, feedback from thousands of residents and visitors, engagement with mana whenua and guidance from local and international experts.
This work also explored the concept of the Garden City, its origins, how it is used and what that means to people today.
Key themes from all the feedback included:
- • We love Christchurch
- • We are the best place to be a Kiwi
- • We punch above our weight
- • Business is in our DNA
- • We are not currently a night-time entertainment hub
- • We have the opportunity to become a destination
- • We are a new city, not a post-earthquake city
ChristchurchNZ chief executive Ali Adams says a clear city identity is a recognised driver of economic development, because it makes it easier to explain why the city really is a great place to live, to work, to visit, to study, to invest and to play. And when residents buy into a city identity, it helps foster social cohesion, community pride and a sense of belonging.
“As a city evolves and grows, it’s really important that the story of that city evolves and grows with it,” says Ali.
“Christchurch is a city on the cusp of an amazing period in its history. It’s an incredible time to be here as a resident or a visitor – it’s a buzzy, vibrant city so it’s time for us tell a new story about what makes ŌŒtautahi Christchurch special.”
Emerging from thousands of individual ideas, Christchurch’s story is one of a city in pursuit of balance, where people are at the heart.
ChristchurchNZ will support businesses and residents to understand and adopt the identity.
The community will be invited to explore the story, what it means for them and make their own connections at a city event in April. In early May the first of a series of promotional campaigns that uses our story to talk to our audiences will be launched.
Perceptions of the story, how it is used, how it aligns and the impact it has on the desirability of Christchurch will be measured over time to help understand how residents, visitors and businesses are engaging with the direction.
