North Shore City Council – Youth Destinations (CASE STUDY)

Lisa Tocker

Auckland Council (previously North Shore City Council)

2015

Sport NZ

To find out more about Youth Destinations, contact Lisa Tocker at lisa.tocker@aucklandcouncil.govt.nz

The North Shore City Council Youth Destinations programme aims to get more 10-15 year olds active in their unstructured leisure time. Partnerships with schools, clubs and other community organisations are used to deliver events and opportunities for physical activity.

These events are supported by innovative marketing tools with the aim of reducing physical and social barriers to participation.

‘In2it’ is a prime example of one of the marketing tools being used to help connect young people with a range of events, clubs, and facilities in the North Shore area. This project is not just about providing physical activity, it’s about connecting with the youth demographic in ways that are contemporary, relevant and “street”, through multimedia, music, friends, and adding physical activity into the mix. 

It’s a technologically and socially savvy project which is supported by a website at its hub, and a range of other technologies to engage young people and their parents.

This case study looks at the ‘In2it’ brand, strategies used to market Youth Destinations, and some operational aspects and lessons from the Youth Destinations programme to date.

Keywords:

Young People, technology, In2it, marketing, unstructured leisure time

Case study

Report

Published

Physical activity

Young People

Non-organised

1470

April 14, 2015

April 14, 2015