The Insiders’ Guide to downtown Auckland

Brief

‘The Insiders’ Guide to downtown Auckland’ is a digital and printed guide for domestic and international visitors to Auckland during the Rugby World Cup 2011. It contains useful ‘inside’ information about the city CBD.

Six Aucklanders or ‘insiders’ from all walks of life were enlisted to each represent one of six city ‘precincts’.

Heart of the City asked Pead PR to generate media interest and support for both the digital format and hard-copy launch of the guide and to help drive awareness of CBD businesses. In particular Heart of the City wanted to target RWC 2011 ticket holders, New Zealand and international visitors to the city and businesses located within the CBD.
 

Solution

Much of the media we targeted were long lead so we needed to drive pre-registration for the digital app and the guide before it was even available. The plan was then to build momentum via ongoing targeted media relations and reach international audiences through in-flight and travel media.

Announcement: a media alert sent to a wide database of key news, travel, lifestyle and sports media was followed up by a media release when the app went live. Opportunities which tied the Insiders’ Guide into topical news segments were also explored.

Momentum: hard copies of the ‘The Insiders’ Guide to downtown Auckland’ were sent to key media with more traditional audiences to reach the less tech savvy. We targeted publications which catered towards older readers such as The Listener.

Insider Guide profiling: We pitched our knowledgeable Insiders as talent for weekly and monthly segments in newspapers and magazines.

To reach international visitors, Pead PR targeted key international inflight and travel and lifestyle publications with media alerts and a media release together with images.
 

Result

By linking into rugby hype, the pre-availability announcement of The Insiders’ Guide to downtown Auckland was included in pieces in the New Zealand Herald, Sunday News, The Herald on Sunday, The Sunday Star Times, TVNZ Breakfast, The Press and The Dominion Post.

In building momentum for the publication and the app we achieved outreach coverage in leading publications such as ‘What I Pack’ and ‘My Happy Place’ in the Herald on Sunday and two interviews in the Qantas Australian Way interview with Ray McVinnie. The highlight however was a three minuite-plus interview with Poi Eruera on TVNZ’s ‘Breakfast’ during which presenter Petra Bagust showed her iPhone and announced she had downloaded the app the night before.

Coverage reaching international audiences was achieved in Pacific Blue Magazine, Qantas Australian Way and KiaOra Magazine (Air New Zealand) as well as in several international lifestyle publications and websites including Travel Mag (South Australia) and Luxury Travel Bible (Australia).