stoppress.co.nz https://stoppress.co.nz StopPress provides essential industry news and intelligence, updated daily. Fri, 14 Aug 2020 03:45:22 +0000 en-US hourly 1 https://wordpress.org/?v=5.5 https://i0.wp.com/stoppress.co.nz/wp-content/uploads/2019/08/StopPress-Favicon.png?fit=32%2C32&ssl=1 stoppress.co.nz https://stoppress.co.nz 32 32 9249403 EightyOne ‘banned from Twitter’ for criticising Donald Trump https://stoppress.co.nz/news/eightyone-banned-from-twitter-for-criticising-donald-trump/ https://stoppress.co.nz/news/eightyone-banned-from-twitter-for-criticising-donald-trump/#respond Fri, 14 Aug 2020 03:45:16 +0000 https://stoppress.co.nz/?p=40551 Following the release of its politically inspired ‘Trumbers’ EightyOne has been banned from Twitter for a campaign criticising US President Donald Trump. EightyOne said its “Trumbers” campaign poked fun at Trump and his use of facts and figures – in a deadpan Kiwi way. EightyOne’s executive creative director Chris Bleackley said its account was back [...]

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Following the release of its politically inspired ‘Trumbers’ EightyOne has been banned from Twitter for a campaign criticising US President Donald Trump.

EightyOne said its “Trumbers” campaign poked fun at Trump and his use of facts and figures – in a deadpan Kiwi way.

EightyOne’s executive creative director Chris Bleackley said its account was back online after being taken down twice in the last couple of weeks.

“The downloads of the font have ramped right up. Let’s hope it means we can continue to hold him to account,” says Bleackley. 

To date, more than 600,000 people have viewed “Trumbers” on Twitter and it has been shared with the Republican Party and Trump.

As a result of the campaign, Bleackley said EightyOne staff began receiving hate mail from Trump and Republican Party supporters.

Bleackley said it had been presenting honest numbers about Trump’s presidency.

“Our tweets aren’t inflammatory. We’re expressing honestly held beliefs in a humorous way and presenting actual facts. We understand that Donald Trump and the Republican Party might not fund them funny, but getting us banned from Twitter seems a little over the top,” he said.

“Like it for not, Trump is the most talked about person in the world right now. We simply wanted to create a campaign and a typeface for anyone to have their say and exercise their first amendment rights.”

EightyOne also created a Trump-inspired typeface called TrumpFace, which was available to the public for free.

Each letter of TrumpFace was designed to highlight a different aspect of Trump’s tenure as commander in chief.

Twitter has been contacted for comment.

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Hey, who wants to run StopPress? https://stoppress.co.nz/news/hey-who-wants-to-run-stoppress/ https://stoppress.co.nz/news/hey-who-wants-to-run-stoppress/#respond Thu, 13 Aug 2020 22:00:52 +0000 https://stoppress.co.nz/?p=40545 StopPress is a fantastic beast. A true voyager in the seas of the marcomms industry. But now, this ship needs a new captain. That’s right folks, our current editor is off, and to replace her we need a candidate with minimum 40 +years experience, 3 PHD’s, who is also a telepathic millionaire and can read [...]

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StopPress is a fantastic beast. A true voyager in the seas of the marcomms industry. But now, this ship needs a new captain.

That’s right folks, our current editor is off, and to replace her we need a candidate with minimum 40 +years experience, 3 PHD’s, who is also a telepathic millionaire and can read the minds of clients.

But in reality;

We’re casting our net to find a new Senior Digital Content Producer to champion the editorial vision and team. The role requires exceptional writing ability; the ability to make sound editorial decisions; confidence to engage with marcomms industry leaders; attention to detail; and commercial thinking to optimise revenue performance.

The successful candidate will be able to demonstrate the experience and aptitude to deliver so most likely you will have had at least 3-5 years experience crafting quality content that is proven to deliver both engagement and commercial success.  

Accountabilities or responsibilities:

  • Source and write newsworthy stories daily, and ensure they are in a clean state ready for publishing online
  • Build relationships with industry representatives: This includes regular face-to-face meetings with the aim of sourcing and producing exclusive interviews and content
  • Take responsibility of the generation of ideas from your own research to create original and engaging stories.
  • Formatting of content using the StopPress CMS, producing weekly newsletters and posting content to social media pages.
  • Work within a team to construct a cohesive editorial plan for each quarter.
  • Create commercial content in support of the Advertising/Commercial Manager including copy writing, sourcing photography and liaising with clients for approval.
  • Sub-editing of all content or commissioning where applicable.
  • Assist with content creation, curation and production across sister titles/platforms.

Qualifications, Knowledge and Experience:

  • Formal journalistic qualification or journalism experience.
  • Strong writing and editing skills.
  • Proven track record in creating commercially sound projects.
  • Digital and social media experience.
  • Open to collaboration and teamwork.
  • Knowledge of and love for the marcomms industry will be a big plus.

Personal Attributes:

  • Most importantly, a keen interest in current affairs and the happenings of the advertising, media and marketing industry.
  • Hard working and deadline focused.
  • Able to turn copy around quickly and cleanly.
  • Excellent attention to detail.
  • Commercial thinker with good customer service skills.
  • Interested in and committed to the concept of “commercial content” and how that drives both audience engagement and commercial outcomes.
  • Strong communicator.
  • Sense of humour.

Send written applications to: david.nothling@icg.co.nz

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Buy local: Visa campaign assists small businesses in wake of Covid-19 https://stoppress.co.nz/news/buy-local-visa-campaign-assists-small-businesses-in-wake-of-covid-19/ https://stoppress.co.nz/news/buy-local-visa-campaign-assists-small-businesses-in-wake-of-covid-19/#respond Thu, 13 Aug 2020 21:32:20 +0000 https://stoppress.co.nz/?p=40540 Encouraging Kiwis to continue to shop local, Visa’s new digital campaign focuses on six small North Island businesses that are in need of support following the impact of Covid-19. The ‘Where You Shop Matters’ campaign aims to support small businesses, enabling them to not only survive, but thrive. Fronting the campaign are Duncan’s Brewing Co., [...]

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Encouraging Kiwis to continue to shop local, Visa’s new digital campaign focuses on six small North Island businesses that are in need of support following the impact of Covid-19.

The ‘Where You Shop Matters’ campaign aims to support small businesses, enabling them to not only survive, but thrive. Fronting the campaign are Duncan’s Brewing Co., Waiheke Dive and Snorkel, Commonsense Organics, Surmanti, Adrienne Whitewood and Loxy’s Hair Boutique.

To reach critical consumer audiences, each business has embraced the power of e-commerce, following a YouGov survey in July 2020 found that 76 percent of those surveyed believe retailers should have an online presence. Additionally, 74 percent said retailers should accept digital payments.

“Visa has always proudly supported small businesses to grow through technology and payment innovation, and we know that support is more important than ever,”says Visa country manager for NZ and South Pacific, Marty Kerr.

“As New Zealand continues its fight against Covid-19, we’re using the power of our global brand to raise the profile of small businesses, and tapping into our expertise and that of our partners to help businesses move online.”

During Level 3 of the nationwide Lockdown, it was incredible to see New Zealand coming together and supporting local business as best we could. A recent survey in July found that 97 percent of Kiwis have said they will continue to shop local and support small businesses as they recover.

“Support from local communities is also really critical as the country adapts once more to restrictions that will impact commerce and trading, so it’s amazing to see the majority of Kiwi consumers are willing to support in these uncertain times,” says Mr Kerr.

As small businesses get back on their feet and try to keep up with consumers changing the way they shop and pay, Visa has launched a range of resources to help steady the load.

“Visa has launched free e- commerce starter packages, an ad booster programme, and the Visa Business Locator Tool. These resources are still available and we urge Kiwi business owners to take advantage of them as they rebuild from the shock of Covid-19 and look ahead to future growth,” says Kerr.

Owner and founder of Duncan’s Brewing Co, George Duncan, says Visa’s campaign has given his business an online presence and enabled them to reach new customers.

“Having a fully functional e-commerce site meant we were able to pivot and adapt to changing circumstances as a business to weather the impacts of Covid-19,” says Duncan.

“Customers could order our entire beer range online and we’ve actually come out of Covid-19 with an increase in sales. We’ve seen online shopping habits continue on this trajectory even after lockdown restrictions eased and as a result have just had our best month ever.”

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Policing political scrutiny; TVNZ talks New Zealand’s trusted newsrooms https://stoppress.co.nz/news/policing-political-scrutiny-tvnz-talks-new-zealands-trusted-newsrooms/ https://stoppress.co.nz/news/policing-political-scrutiny-tvnz-talks-new-zealands-trusted-newsrooms/#respond Thu, 13 Aug 2020 00:07:21 +0000 https://stoppress.co.nz/?p=40532 In a time where the newsroom is becoming increasingly dictated by politics internationally, we talk to TVNZ’s acting head of news and current affairs, Graeme Muir on why New Zealand’s newsrooms are widely more trusted that our global counter parts. All you have to do is compare our newsrooms to the likes of Fox and [...]

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In a time where the newsroom is becoming increasingly dictated by politics internationally, we talk to TVNZ’s acting head of news and current affairs, Graeme Muir on why New Zealand’s newsrooms are widely more trusted that our global counter parts.

All you have to do is compare our newsrooms to the likes of Fox and CNN to see the difference between those under strenuous political pressure and those who have a more direct approach. According to Muir, it helps that our newsrooms have transparent ownership and management.

“It’s no secret that TVNZ is government owned and commercially operated. Our mandate is stipulated by the Government, everything is publicly available. We pride ourselves on presenting balanced news and reserving opinion for other appropriate timeslots.”

Graeme Muir

That balance between opinion and fact is another highlightable difference between local vs global stages, which often give their presenters opportunities to share opinions between news segments.

For Muir, trust varies between outlets, and highlights the recent pandemic as an example.

“In times of crisis we tend to turn more to those we trust. We’ve built this with our viewers over many years, it’s at the heart of why they chose TVNZ to play a bigger role in their daily lives this year with the onset of Covid-19. We push to be first with a story, but we value getting it right more. We try to avoid breathless, overheated coverage.”

He says the balance does not have to be skewered by remaining profitable, and that you can have great journalism alongside being financially supported.

“TVNZ is commercially/self-funded and does achieve integrity. It’s something we balance all the time. The arrival of Covid-19 saw us take our public service role incredibly seriously. That was reflected in what and how we broadcast, for example; the special live 1pm Covid-19 updates daily and a massive focus on COVID-19 focus across all our news and current affairs shows.

“We strive for longevity. If we want that we must have integrity.You can risk legitimacy by chasing clicks and we don’t want to be a part of that. That race can be a race to the bottom where you just can’t win.”

A big part of securing that longevity is remaining a source of trusted news, which now days thanks in large part to social media, is becoming harder. Muir says even TVNZ isn’t immune to the threat of fake news.

“We need to continuously keep our guard up and not get complacent. Training and mentoring play very important roles in our newsroom. We teach reporters to check the veracity of everything, to determine the origin of any footage not shot by us, to check claims can be backed up with evidence.”

He says social media is one of TVNZ’s biggest challenges, yet acknowledges finding the balance between utilising platforms and knowing when to pull back.

“Social media certainly has benefits but it can also group a wide range of companies and services, local and international under one giant umbrella called ‘media’.

“It can easily be tainted by the actions of others – we work to just rise above it and keep doing what we do well. It always comes back to consistency.”

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Bringing better UX to life https://stoppress.co.nz/partner-articles/bringing-better-ux-to-life/ https://stoppress.co.nz/partner-articles/bringing-better-ux-to-life/#respond Tue, 11 Aug 2020 23:37:42 +0000 https://stoppress.co.nz/?p=40521 Full stack UX consultancy Purple Shirt puts the customer at the heart of its design-led research. Dedicated to solving complex end user problems, its collaborative approach and immersive prototype testing is helping brands deliver exceptional customer experiences.

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Full stack UX consultancy Purple Shirt puts the customer at the heart of its design-led research. Dedicated to solving complex end user problems, its collaborative approach and immersive prototype testing is helping brands deliver exceptional customer experiences.


It’s said that most great user experiences go without mention. They simply make life easier and interaction with a brand more seamless. Take for instance, when a passenger needing the bathroom interrupts your movie on an Air New Zealand flight, you simply pull your headset from the audio jack and the video automatically stops. No fussing to find the pause button.

It’s this type of satisfying – yet underrated – user experience (UX) that Steve Alexander and Blake Lough, founders of Purple Shirt, say sticks in the minds of customers. The likes of which the pair have created for brands over the past 10 years with targeted research strategies and immersive prototype design.

Their pragmatic, user-focused research has allowed them to deliver exceptional customer experiences for brands including Auckland Transport, Foodstuffs, ASB, Jucy, Xero and many more across digital, retail, spatial and virtual reality.

“We are different in that UX is primarily what we do and have been doing from day one. We put the end users and customers at the heart of the design process. A lot of companies play in the UX space but lack the discipline and experience behind their approach,” says Alexander.

The specialist team of 18, including UX engineers, embed themselves with brands, working with people who use, or should be using their products and services, allowing them to gain better insight, spot opportunities, validate new products and services and solve problems.

“The immersive research component of our offering is a big part of this as we create realistic environments for end users to provide real feedback that is reliable. This provides us with the actionable insight needed to help brands evolve their product and service offerings,” explains Lough.

This is something both Lough and Alexander are really passionate about and have delivered some really cool projects centred around research. “We are comfortable where things are complex; where scale, complexity and practical innovation collide. We love that stuff, even a bit nerdy about it,” says Alexander.

A great example is the smart shopper trolley Purple Shirt tested for Foodstuffs, bringing the future of your shopping experience to life. “Foodstuffs created a prototype, attached it to a trolley, then we got customers and staff to do their shopping. It’s just so insightful because you see how they interact with the screen, in relation to their own mobile screen, the ergonomics – you really start to see the value that the product is offering. And, you are getting feedback that is not reported but actually being observed.”

Foodstuffs smart shopper trolley.

An important aspect of the work done by this leading UX consultancy is the collaboration with their stakeholders. “We thrive on having the client with us during all our research. We are collaborators. We don’t pretend to know everything about their business, and so gain huge insight from their involvement. At the same time the client gains an operational perspective  and often identifies quick wins during the research process that they can take away and implement,” says Lough.

While digital UX design and delivery has been at the core of Purple Shirt’s offering, the team have elevated their offering to include physical in-situ research. Speaking to this is the work they are doing with Auckland Airport and its terminal redevelopment projects. Using the architect’s 3D model of the check-in process. “Blake sat in front of customers with a game controller facilitating a conversation about the experience, from dropping off the car with the valet service to digital check-in, participants are able to visualise the entire process. It’s essential for mapping out and evolving the user experience,” says Alexander.

Similar research has also been run for the likes of Jucy using VR. “We can adopt all the same processes we use for digital projects in the physical environment. Observing people, moving things around – it gets real fun,” says Lough.

For brands wanting to take their UX offering to the next level, the dynamic duo says it’s important not to get caught up in ambition versus capability, and to have the courage and discipline to invest in ongoing research upfront. “We are certainly seeing increased appetite for brands to do research, but building this into the product/ service lifecycle is really critical,” explains Alexander.

Lough believes that most brands don’t do enough quality research and testing around their products and services, or often sit on stacks of research they don’t know what to do with. “What we do is ask: what immersive research can we do to get those tangible actionable insights out to translate into better experiences? Yes, cost and time are seen as barriers, but in reality because we can quickly turn around building prototypes and testing with the end user, we generate reliable insights that save cost and time over the long term.

For more information on the Purple Shirt offering, click here.

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Live on-air: Pitchblack Partners wins Lumo Pixel https://stoppress.co.nz/news/live-on-air-pitchblack-partners-wins-lumo-pixel/ https://stoppress.co.nz/news/live-on-air-pitchblack-partners-wins-lumo-pixel/#respond Tue, 11 Aug 2020 03:19:41 +0000 https://stoppress.co.nz/?p=40515 Pitchblack Partners’ creativity goes above and beyond in their latest campaign for Radio Hauraki, which took out the latest round of the Lumo Pixel Awards. Created by Liz Richards and Nick Dellabarca, the campaign took on-air headlines and sound bites from Radio Hauraki and displayed them across Lumo’s digital outdoor screens for commuters across the [...]

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Pitchblack Partners’ creativity goes above and beyond in their latest campaign for Radio Hauraki, which took out the latest round of the Lumo Pixel Awards.

Created by Liz Richards and Nick Dellabarca, the campaign took on-air headlines and sound bites from Radio Hauraki and displayed them across Lumo’s digital outdoor screens for commuters across the country to see.

Those who witnessed the changing headlines on Lumo’s billboards were seeing real-time conversations, transferred via a group chat of the agency creatives and radio producers, who selected sound bites during the show.

“Pitchblack Partners’ campaign for Radio Hauraki was a real stand-out due to its timing in our post-lockdown environment, strong branding, and effective use of keeping messaging relevant and engaging,” says Lumo CEO, Phil Clemas.

Liz Richards says the entry was created as a contrast to the gloominess of the news and current events going on right now such as the pandemic, riots, and financial crisis.

“Sometimes you need a break from that on your morning commute and, over on Radio Hauraki, they’re probably discussing something a bit more light-hearted, says Richards.

“So to encourage drivers to tune in to Matt Heath & Jeremy Wells on the Radio Hauraki Breakfast show, from 6am to 10am each morning, we used the Lumo network to show, in real-time, what is being discussed on air at that exact moment.”

Judging for the Lumo Pixel Awards was challenging due to the number of unique ideas that had been refined to Lumo’s technological offerings.

Stanley St’s Kim Ellison, who was one of the judges, says “We all agreed that the real winners were the entries that used the Lumo technology innovatively but still stayed true to the brand essence.”

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Send in the editors! Bauer announces the great return https://stoppress.co.nz/news/send-in-the-editors-bauer-announces-the-great-return/ https://stoppress.co.nz/news/send-in-the-editors-bauer-announces-the-great-return/#respond Tue, 11 Aug 2020 00:27:47 +0000 https://stoppress.co.nz/?p=40511 Bauer Media Group New Zealand has announced the editors returning to their magazine titles and re-running publications into New Zealand. Our much loved titles were closed following Bauer’s swift exit in April, now six have returned, and with them they bring their beloved titles. The six editors returning include; Pamela Stirling, Editor: New Zealand Listener Marilynn [...]

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Bauer Media Group New Zealand has announced the editors returning to their magazine titles and re-running publications into New Zealand.

Our much loved titles were closed following Bauer’s swift exit in April, now six have returned, and with them they bring their beloved titles. The six editors returning include;

  • Pamela Stirling, Editor: New Zealand Listener
  • Marilynn McLachlan, Editor: New Zealand Woman’s Weekly
  • Sebastian van der Zwan, Editor: Woman’s Day
  • Virginia Larson, Editor: Kia Ora
  • Fiona Hawtin, Editor: Your Home and Garden
  • Sarah Henry, Editor-at-Large: The Australian Women’s Weekly New Zealand Edition

The editors will be supported by a team of art directors, writers, sub-editors and commercial sales people. The magazines will be back on newsstands from September.

Kia OraVirginia LarsonCurrently Publishing
The Australian Women’s Weekly NZ EditionSarah Henry10 September
Woman’s Day NZ EditionSeb van der Zwan21 September
The New Zealand Woman’s WeeklyMarilynn McLachlan21 September
Your Home and GardenFiona Hawtin24 September
The ListenerPamela Stirling28 September

The portfolio will be headed by Editorial Director, Sarah Henry. 

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Go Media takes advertising to the tracks https://stoppress.co.nz/news/go-media-takes-advertising-to-the-tracks/ https://stoppress.co.nz/news/go-media-takes-advertising-to-the-tracks/#respond Mon, 10 Aug 2020 22:34:43 +0000 https://stoppress.co.nz/?p=40500 Go Media and the Greater Wellington Regional Council (GWRC) have joined forces to install overhead interior panels on Wellington trains which will enable advertisers to reach travelers on their journeys to and from work. Wellington reigns top when it comes to public transport users, with more than 1.2 million rail trips recorded across the city’s [...]

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Go Media and the Greater Wellington Regional Council (GWRC) have joined forces to install overhead interior panels on Wellington trains which will enable advertisers to reach travelers on their journeys to and from work.

Wellington reigns top when it comes to public transport users, with more than 1.2 million rail trips recorded across the city’s train network. 78 percent of train goers use the transport for work, 6 percent are tertiary students and 3 percent are going to school. 25-54 year olds make up 70 percent of travellers.

Go Media’s six 1.9 metre long panels, printed on recyclable materials, will be displayed on every train that runs through Paraparaumu, Johnsonville, Upper Hutt and Melling. Along with audience reach, the panels deliver an extremely high dwell time of 60 minutes, meaning advertisers have plenty of time to engage with their targets.

“We’re pleased to announce the expansion to our Wellington commuter offering with this unmissable ad-format and provide advertisers an easy to buy media solution that are ideal for direct response and awareness marketing messages,” says Simon Teagle, general manager of Go Media.

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Viva venture: NZME launches Viva lifestyle magazine https://stoppress.co.nz/news/viva-venture-nzme-launches-viva-lifestyle-magazine/ https://stoppress.co.nz/news/viva-venture-nzme-launches-viva-lifestyle-magazine/#respond Mon, 10 Aug 2020 22:22:12 +0000 https://stoppress.co.nz/?p=40468 In light of our magazine landscape being thinned following the closure of Bauer, NZME has taken a direct approach and is launching Viva as a stand-alone lifestyle magazine. Here, we talk to Margaret Hawker, NZME’s GM of integration about what to expect in the new Viva Volume 1. Launching August 31, the new lifestyle publication [...]

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In light of our magazine landscape being thinned following the closure of Bauer, NZME has taken a direct approach and is launching Viva as a stand-alone lifestyle magazine. Here, we talk to Margaret Hawker, NZME’s GM of integration about what to expect in the new Viva Volume 1.

Launching August 31, the new lifestyle publication will embody the local flair its predecessor paper stock version has curated over the past 22 years.

The magazine will be headed by editor in chief, Amanda Linnell, creative director, Dan Ahwa, and Margaret Hawker, NZME’s GM of integration.

Obviously, there is a magazine shaped hole in the hearts of readers across New Zealand, Hawker says this, paired with Viva’s audience’s receptiveness to magazines put them in a great position to offer readers the best of both worlds.

“We knew that 71 percent of Viva readers read other New Zealand magazines too – specifically, those that were unfortunately lost through Covid-19. At the same time, we could see that the space previously held by magazines at supermarket checkouts was under threat of being lost. Such a loss, as magazines play a huge part in our audiences’ lives.”

Margaret Hawker

Following the closure of Bauer, the magazine industry was slashed in half. Even more so when the Australian arm decided to cut 8 of its own titles which were popular in New Zealand, such as Harpers Bazaar and InStyle.

Hawker says Viva Volume 1 hopes to fill the need for local inspiring content.

“Viva has always delivered relevance to its readers and with the loss of so many local magazine titles, this relevance was required more than ever. VIVA Volume 1 will bring the world to its readers and reflects local stories back to local audiences. It’s thoughtful, intelligent content, wrapped beautifully in fashion, beauty, food and more.”

She says the new title will be a deeper dive than their paper stock offering as more pages means more opportunities.

“New Zealand has been through so much this year – from COVID-19 lockdown to protests to an upcoming election. It’s important to capture this moment and give it space to breathe. In this magazine we can capture and share this critical time in New Zealand’s life and look forward to what’s coming next.”

The magazine will act as an extension of the Viva we all know and love, meaning the paper stock version will still be available. Viva will remain its weekly print, and Hawker hopes to see Viva Volume 1 continue along side these weekly editions.

“We’re considering a range of future options here and developing the pathway forward that will best serve both advertisers and audiences.”

Viva will be supported by the platforms impressive digital offering, which sees a monthly audience of 100,000 strong.

Hawker acknowledges the interesting timing of launching a new mag in the current economy, yet for her, that is a brilliant thing.

“Isn’t it just so bloody great that in one of the hardest years we’ve seen in media in this country that we’ve been able to successfully launch a new title? Everyone in the business is behind it, we’ve been overwhelmed by support from the advertising community, and we can’t wait to offer it to audiences on the 31st

It’s so important to have local media channels here. It’s only through a strong vibrant local media industry that we can foster the growth of tomorrow’s editors, journalists, photographers, and so many other roles supported by this industry. “

NZME chief revenue officer Paul Hancox says this new launch is an ode to the support of commercial partners and dedicated readers.

“We’re inspired by the enthusiasm from advertisers to collaborate with us to deliver the high-quality product that they, and our audiences deserve,” says Hancox.

Viva Volume 1 will be on magazine shelves right across New Zealand from 31 August supported by a multi-platform promotional campaign involving NZME’s brands across its print, radio and digital platforms.

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Close call: DDB and KiwiRail highlight train driver trauma https://stoppress.co.nz/news/close-call-ddb-and-kiwirail-highlight-train-driver-trauma/ https://stoppress.co.nz/news/close-call-ddb-and-kiwirail-highlight-train-driver-trauma/#respond Mon, 10 Aug 2020 03:17:10 +0000 https://stoppress.co.nz/?p=40481 Following the tremendous success of 2019’s “Near Miss Memorials,” KiwiRail, DDB, and TrackSAFE NZ have launched yet another campaign to reinforce the impact near misses have on Kiwi train drivers. Last year’s campaign saw half crosses placed at rail crossing where fatalities had almost occurred. Each half cross had a QR code that linked to [...]

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Following the tremendous success of 2019’s “Near Miss Memorials,” KiwiRail, DDB, and TrackSAFE NZ have launched yet another campaign to reinforce the impact near misses have on Kiwi train drivers.

Last year’s campaign saw half crosses placed at rail crossing where fatalities had almost occurred. Each half cross had a QR code that linked to a unique video of a real near-miss story and how that near-miss had affected the train driver.

As the campaign snapped up 14 Axis Awards and four AWARDS, DDB and KiwiRail have reintroduced the issue to the public, this time focusing on Locomotive Engineer, Fletcher Goldsworthy and his traumatising experience with near misses.

“We wanted to build on the success of last year’s campaign by using the powerful symbol of our near-miss memorials and Fletcher’s story to emphasise how the reckless behaviour of trying to beat the train can have a significant and lasting impact on the rail community,” says Damon Stapleton, DDB NZ regional chief creative officer.

Despite all of the precautions in places like flashing lights, warning bells, barrier arms, gates and signage, there were still 323 near misses recorded between June 2019 and June 2020.

The campaign is a reminder that the trespassing, near misses, collisions, and other incidents on rail lines caused by the public continues to be an issue for train drivers and is causing a deep and long-lasting psychological impact.

“One thing we learnt from the previous campaign was how effective turning the focus to those inside the train was in helping the public understand the effect this has on the train drivers,” says TrackSAFE foundation manager, Megan Drayton.

Fletcher’s story is touching but not unique, which is why we need to continue encouraging people to change their behaviour and avoid taking unnecessary risks at level crossings.”

OOH sites across three regions will display near miss numbers from the last twelve months and the realities of near miss incidents will be brought to life through an installation at Takutai Square in Britomart, Auckland.

The campaign will also run across social, web, print and radio.

Credits:

Client:

Jane Sherriff, Community Engagement Manager, KiwiRail

Megan Drayton, Foundation Manager, TRACKSAFE

Agency:

AU/NZ Regional CCO: Damon Stapleton

ECD: Gary Steele

Creative Directors: Brett Colliver & Mike Felix

Senior Creatives: Adam Barnes & James O’Sullivan

Account Service: Anna Hall, Paris Reardon

Print Production: Julz Lane

Digital Production: Johannes Gertz, Jason Vertongen, Danillo Castilho, James Li

Video Production: Judy Thompson, Amanda Summersby, Dan Cummings, Milon Williams

Photographer: Mat Baker

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