The Devonport, Takapuna and Milford Business Associations combined to host a function to launch Explore North Shore in mid-November, and to invite local businesses to join them in this initiative. Explore North Shore is a perhaps unique example of business associations working together to build the profile of their areas and to attract visitors and shoppers to the area – in this case also the Devonport Takapuna Local Board area. With support from the Local Board and ATEED, the three associations have developed the new brand, that focuses on the beaches, shopping and lifestyle of the North Shore, and is aimed at attracting more tourists and daytrippers to the Shore.