Mosgiel, Middlemarch and the wider Taieri area will
benefit from a new marketing approach by the Dunedin City
Council, chief executive Sue Bidrose says.
The establishment of an in-house marketing agency at the
council, replacing Tourism Dunedin, would offer ''more bang
for buck'', she said.
The agency would use existing council staff, such as those in
human resources and finance, and run alongside the council's
economic development unit.
That meant more of the money allocated to marketing the city
and surrounding areas could be spent on ''actual marketing''
rather than on duplicating administrative efforts, Dr Bidrose
''We are hoping that by bringing it in-house there will be
some efficiencies and it will free up some money to use for
At present, the council's economic development unit did some
there was money allocated to Dunedin branding, Tourism
Dunedin got funding for visitor industry marketing, and other
agencies in the city marketed education opportunities.
The council-controlled i-Site was also involved in marketing
Dunedin and the wider area.
Dr Bidrose said the council wanted to bring those factions
together, for a more unified and seamless promotion of the
district and what it had to offer.
''The aim is they should all be telling the same message and
getting more bang for buck.''
About $1.2 million from rates was allocated to tourism
marketing, and a further $100,000 for Dunedin branding each
year, she said.
Dr Bidrose said the wider community including Mosgiel,
Middlemarch and the Taieri would benefit from the new
''There will be some Otago-wide benefits to better
She said council staff would work closely with local tourism
operators and representatives to ensure the level of visitor
industry marketing would not diminish in the absence of
Consultation between the council and all involved in
marketing would take place before a final agency model was
implemented by the start of July.
Some tourism operators have expressed concern about the
scrapping of Tourism Dunedin and possible conflicts of
interest in the council's marketing of its own assets.
Dr Bidrose said the performance of the agency would be
reviewed after 18 months, with a view to assessing whether,
in the longer term, it should become a council-owned company.