Auckland Airport's business district needed a unifying brand for its six precincts with more than 303,000m2 of developed business areas and 443 hectares of land available for development. The new brand has to appeal to businesses Auckland Airport is keen to target; talk across the various aspects of the business district and provide a cohesive & sustainable marketing thought.
After exploring a variety of different territories, The District at Auckland Airport was established as the new brand to appeal to a non-travelling public market — there are over 13,000 employees working in the business district — in a memorable way.
The six key themes — Play, Work, Rest, Dine, Shop and Fly — were kept from Auckland Airport Business District collateral prior to the creation of The District brand. They were embedded into a series of photographs representing those themes and tied to the precincts within The District.