Auckland Transport Spends $147k on Influencers to Promote Alternative Transport Options.

Auckland Transport spent $147k on 10 "social influencers" to promote alternative transport modes to their followers between May 2024 and May 2025. The campaigns aimed to encourage people to use public transport and reduce car usage. The influencers were chosen to help achieve strategic objectives and ease Auckland's congestion challenges. The initiative was part of a suite of communication tools used by Auckland Transport.

Auckland Transport (AT) has allocated $147,765 over 12 months to engage 10 "social influencers" in promoting alternative transport modes to their followers. The initiative, which ran from May 2024 to May 2025, aimed to encourage public transport usage and reduce car dependency, thereby easing Auckland's growing congestion challenges.

The influencers were chosen as part of a broader suite of communication tools to achieve two strategic objectives: mode choice and growing public transport patronage. According to Auckland Transport, the campaign involved recognizable figures from various industries, who created content for AT's social media channels. The Local Government Official Information and Meetings Act (LGOIMA) request revealed the details of these campaigns.

Auckland Transport, a council-controlled organization responsible for Auckland's transport services, hopes that by leveraging the reach and influence of these social media personalities, they can effectively communicate the benefits of public transport and other alternative modes of transport to a wider audience.

The investment in social influencers is part of AT's ongoing efforts to address Auckland's transportation challenges. By targeting a younger, tech-savvy demographic through social media, AT aims to shift public perception and behavior towards more sustainable and efficient transportation methods.

References:
[1] Auckland Transport spends $147k on ‘social influencers’ to promote alternative transport to cars. Retrieved from https://www.nzherald.co.nz/nz/auckland/auckland-transport-spends-147k-on-social-influencers-to-promote-alternative-transport-to-cars/W4MH6ZOYWFF5PCVUHHLS3U2GVE/