The Yellow Treehouse and Tourism New Zealand's Giant Rugby Ball campaigns have been identified by the CAANZ Marcomms Leadership Group as two of ten examples from around the world that best show the value of PR and experiential marketing as part of the marcomms arsenal.
Over several weeks, the group distilled 30 nominated submissions to get to the final ten, which included the best examples from the around the world.
The Yellow Pages Treehouse campaign, which was dreamed up by Colenso BBDO and Aim Proximity, also won D&AD’s prestigious Yellow Pencil award in June this year.
Mike Mizrahi’s event company Inside Out Productions designed Tourism's NZ Rugby Ball campaign to promote the RWC 2011. At the time of the RWC in 2007 the visitor centre attracted 24,000 visitors in Paris and a storm of international media attention. It has also appeared in London and Tokyo and made its final record-breaking appearance in Sydney recently.
CAANZ Marcomms Group chair Claudia Macdonald says identifying the best PR and experiential campaigns will be an annual exercise for the group to show the value of this approach to marketing communications.
“I’ve no doubt that the nature of the work in our next list will have changed dramatically in 12 months to reflect the rapid rate our industry is developing,” she says. And if you have your doubts on how the hell you measure it, Ambient X's Mark Pickering has the answers.
Here are all of the examples selected by CAANZ: