Take a look inside: Vodafone announces news portal to share its stories

  • Media
  • March 10, 2017
  • Erin McKenzie
Take a look inside: Vodafone announces news portal to share its stories

Vodafone New Zealand has announced a news offering, dubbed Vodafone News, which will launch on its corporate site next week. 

"It’s a realisation that people like doing business with the people and businesses they trust and respect," says head of communications Andrea Brady when asked about Vodafone's move to branch out into news.

For this reason, Vodafone News will be a portal for the company to share stories about what’s going on inside it, and Brady compares it to inviting someone into your home and giving them an opportunity to see how you tick.

She says the stories will give the public an understanding of the people who make up Vodafone, the innovative projects they’re working on and the way in which the company connects with its community.

“We looked at a number of ways we could deliver that and the most obvious is to redevelop our news website into a portal where that information could actually be shared in a news-style article, that people could read when they wanted to read them with video content and imagery, in a real stackable style of presentation.”

Until now, the portal has been a repository for media releases, but now readers will be able to delve deeper into what’s going on in Vodafone from its call centres, to training, customer service, company policies, innovation and technology.

There will be stories about Vodafone’s work within the greater context of New Zealand, with Brady giving the example of a piece covering its team’s response to natural disasters like the Kaikoura earthquake.

Pulling it all together is an in-house team consisting of four communications and journalism professionals. However, it will also be publishing work from freelancers and other contributors, including Vodafone staff from across the business who have interesting stories to tell.

Brady says by including their stories, Vodafone News will give staff a chance to share their successes that are otherwise missed.

The staff will also be the biggest advocates of the site, and their sharing of the stories on social media will be integral in getting word out about Vodafone News.

And while it’s presented on the Vodafone News portal, Brady says this is not about Vodafone being the news, but rather about complementing what it sends out in media releases.

“It’s about us working with the news media outlets as well,” she says.

“We will always provide media with unique, novel insight and we’ll take another angle for the website. It’s to complement media releases.”

Branching out into the world of digital content is not a first for a local telco, as Spark launched two new websites earlier this year, sparkdigital.co.nz and sparklab.co.nz.

Shine and 99—the latter of which recently launched a content offering called Newsroom—are filling the tubes of these websites by producing articles and content about the Spark Lab events series for readers to use as support and resources to their achieve business goals.  

Spark business communications manager Sally Gordon says the websites are about helping digitise New Zealand businesses – both big and small.

“We want New Zealand businesses to grow, be more efficient and to flourish, here and globally.”

And outside of the telco space, ANZ, BNZ, RaboDirect and Westpac have all dipped their toes into publishing in an effort to educate customers about what the banks are up to as well as provide an advice and inspiration.

One of those offerings is ANZ’s BlueNotes, which since 2014 has been providing news stories directly relevant to the bank and the financial industry.

At the time of its launch, publisher Amanda Gome told AdNews that the project is in some ways a response to the exodus of business journalists, who have been forced out of the traditional publishing industry due to diminishing advertising revenue.

It’s also a reflection of the way traditional news media are no longer the owners of news, as digital has opened a space for anyone to be a publisher—something that Vodafone, Spark and various other players are trying to take advantage of.

As Brady says: “It’s an opportunity to ensure we continue to remain relevant to the changing word.” 

But, as is the case for every news publisher, success in each of these instances will largely depend on the ability of the publications to consistently attract decent audience numbers.  

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Sponsored content

What you didn’t know about Millennials

Millennials, like no other consumer group, are driving how, when and where they want marketing messages to engage them. Considering their digital habits, it would ...

Sponsored content

Explaining marketing automation: The client

In the second of a three-part series, we talk to three Ubiquity clients—Neon, Methven and FAB Group—to get their take on what marketing automation has ...

StopPress Podcast #7: Peter Field, advertising effectiveness expert

  • Podcast
  • March 24, 2017
  • Damien Venuto
StopPress Podcast #7: Peter Field, advertising effectiveness expert

Peter Field is one of the world’s foremost experts in advertising effectiveness. And he’s very worried about the current trends, so much so that he has decided to become slightly more confrontational in an effort to counteract the high concentration of bullshit he sees in the market. He’s looked at decades worth of case studies through the IPA Databank and figured out how the best brands build profitability, and he believes the current focus on short term activation metrics over long-term business effects is a very dangerous shift. He was in New Zealand as a guest of CAANZ and TVNZ and he spoke to StopPress editor Damien Venuto about the magical 60/40 rule, the need for big brands to use mass media, the role of social media for brand building and the slick and very successful PR campaign that has been waged by the rather secretive digital behemoths.

Read more

Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

Read more
topics
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...

TSB Bank shines a light on New Zealand's dedicated lifeguards

  • Advertising
  • March 23, 2017
  • StopPress Team
TSB Bank shines a light on New Zealand's dedicated lifeguards

March may have brought with it the end of summer and temperatures aren’t as conducive to water-based activities but TSB Bank still sees the importance in highlighting the work of Surf Life Saving New Zealand by launching a 'between the flags' campaign, via Special Group and Exit Films, that gives New Zealanders an insight into those who patrol our beaches.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit