Positioning the Green Doctors', Dr Mark Hotu, as an expert media spokesperson
The Green Doctors is NZ's leading medicinal cannabis treatment centre. With the Cannabis Referendum debate heating up the Green Doctor’s Clinical Director, Dr Mark Hotu, had a unique, medical viewpoint to help provide voters with a balanced and informed perspective.
Raise conducted a proactive media relations campaign to position Dr Hotu as an independent, expert media spokesperson who could provide valuable commentary on the Cannabis Referendum.
Dr Hotu was featured in a range of high-profile media pieces about the Cannabis Referendum including an insightful Stuff.co.nz opinion piece and interviews with the New Zealand Herald, Radio New Zealand. He also appeared on Newshub's The Cannabis Question TV debate alongside politicians Helen Clarke and Paula Bennett. Since establishing Dr Hotu as a trusted, credible voice on medicinal cannabis the media continues to regularly call on him for commentary on other topical aspects, such as medicinal cannabis pricing and availability.
NEW ZEALAND CAREERS EXPO
Campaign to help drive exhibitor sign-ups and public attendance following the COVID-19 nation-wide lockdown
Tens of thousands of young New Zealanders were about to complete their secondary education and considering career options in the midst of the COVID-19 pandemic was a daunting prospect for many. The New Zealand Careers Expo played a valuable role in supporting these school leavers, informing them of their job and training prospects and assisting their transition into work.
The New Zealand Careers Expo’s goal was to let young people know there are still opportunities available to them, and support them on their journey into the world of work in these challenging times.
The COVID-19 pandemic brought about a drop-off in confirmed exhibitors and the NZ Careers Expo needed to drive additional exhibitor registrations in a short space of time following the first lockdown, while also helping let the public know the expos were going ahead.
A two tiered communications campaign targeted potential exhibitors to help drive registrations and also announced the expos were taking place to ensure public attendance.
Exhibitor comms leveraged the government employment stimulus package, presenting the Careers Expo as a recruitment platform for key sectors. Industry focused media releases were sent to media and industry associations and social media content targeted potential exhibitors, showcasing the expo’s benefits.
A mainstream media relations campaign was conducted to generate widespread awareness about the events.
News about the upcoming expos was shared via numerous trade and industry websites, eDMs and social media channels, achieving a reach of over 167.5K.
Mainstream media coverage achieved a reach of over 3.7 million with 14 media hits with news about the expo featured on the NZ Herald, Auckland community papers and interviews with NZ Careers Expo Director, Mark Gillard, running on The AM Show and One News.
International media announcement of Niue's designation as a Dark Sky Place
Prior to the current COVID-19 crisis Niue became the first entire country in the world to be recognised as Dark Sky Place by the International Dark Sky Association, an international organisation that recognises destinations working to preserve their dark skies. This formal recognition shone a light on the significance and beauty of the island's unspoilt night skies, giving Niue the opportunity to tap into the fast growing global Astro-tourism trend.
A comprehensive global media relations campaign was undertaken to tell the world about Niue’s Dark Sky announcement. Messaging highlighted Niue’s commitment to conservation and sustainable tourism and the fact the island had achieved formal protection of its land, sea and sky. Media interviews were arranged with Tourism Niue’s CEO and other key stakeholders and NZ travel media were invited to attend the Niue launch event.
News of Niue being the first country to become a Dark Sky Nation went far and wide, with the story being featured on One News, Newshub’s The Project, Radio New Zealand, NewstalkZB, Stuff.co.nz and numerous other local media outlets. Internationally the story ran on the Lonely Planet, CNN, Forbes, The Evening Standard, The Mirror, USA Today and ABC News, and was picked up by numerous news, lifestyle and travel media. To date more than 100 media hits have been achieved providing a reach of over 2.5 million in the New Zealand market alone. This presents Niue with the opportunity to leverage growing global interest in Astro-tourism and re-engage with potential visitors when travel resumes in the Pacific region.
Nationwide PR and influencer campaign to launch a new Mānuka honey brand
1839 is a pioneering new honey brand that plans to shake the Mānuka bush by bringing new thinking and innovation to the industry. The company launched in Foodstuffs stores nationwide and needed to generate awareness about the brand and products to help drive sales.
RAISE helped 1839 launch its supermarket range via a PR and social influencer campaign. The campaign communicated key brand and product messages, including the health benefits of Mānuka honey, to a targeted audience.
The PR campaign has generated 35 pieces of media coverage in food, lifestyle and news media providing more than 2 million opportunities to see, read and hear about 1839 and its products. The social media content created for 1839 by food, health and parenting influencers has reached an audience of 104,000 and received over 4,000 interactions.
The 1839 PR and influencer programme was part of an integrated marketing campaign carried out with RUN Creative