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Agency collaboration delivers district-wide economic diversification campaign

A creative collaboration between two agencies in Queenstown and Wānaka has resulted in a new nationwide campaign to attract entrepreneurs to the district.

Queenstown strategic advertising and design agency Feast Creative and Wānaka PR and communications agency Scope Media have helped Queenstown Lakes District Council (QLDC) Economic Development Unit (EDU) launch its new campaign, ‘Home for Healthier Business’.

‘Home for Healthier Business’ is a pilot that aims to attract a small number of entrepreneurs and team builders to make the move to the district, in a bid to help diversify the tourism-driven economy.

Instead of pitching for the project individually, Feast Creative and Scope Media decided to join forces because their combined skills would result in a more robust campaign that met the needs of the target audience while speaking to the local community at the same time.

The key elements at the heart of the campaign include a website – which acts as an inspirational yet functional tool for people looking to move to the district – case studies to showcase other team builders who have already walked the path, and a stakeholder relations plan that helps the local Queenstown and Wānaka communities spread the word to potential candidates.

Believed to be the first of its kind in New Zealand, the Home for Healthier Business website doesn’t just include useful information about the locations and communities within the Queenstown Lakes District – it also features a bespoke Knowledge Hub that acts as a lead-generation tool for the EDU to personally reach out to people who enquire.

Feast Creative produced the brand strategy, campaign name, visual identity, designed and built the website and managed and produced the videography and photography. Scope Media produced the communications strategy, stakeholder relations strategy, wrote the case studies, the Knowledge Base content, the website content and worked with QLDC on the media relations to get the message out to a national audience.

“Supporting the council’s economic diversification efforts was an exciting opportunity for Feast Creative, following the fall-out of Covid-19 and its impact on the region’s tourism industry.

“The Home for Healthier Business brand was built on the idea that the lifestyle factors enjoyed by those living in the Queenstown Lakes District leads to healthier people, and healthier business as a result – a notion we are passionate about and have experienced first-hand. Over recent years, our district has emerged as a place to do both national and international business – we look forward to seeing the further growth of new and existing industries, alongside our already vibrant and much-loved tourism sector,” says Kieran Gardiner, Commercial Director at Feast Creative.

Scope Media Managing Director Celia Crosbie says a range of social and political insights informed the communications strategy and ideation for tactical delivery.

“Our goal is to create a ‘soft landing’ for the potential team builders we seek to attract, and position the Queenstown Lakes District as a vibrant, inclusive and progressive place to build teams. We chose to do that through a series of aspirational real-life stories that reflect people at different stages of their journey to a healthy life and growing a healthy business in the district. Stakeholder relations and education, plus a curated approach to national and local media, has been key to getting the message out to a wider audience,” she says.

“It’s been fantastic to work with Feast Creative on this project. While some of our service offerings are similar, we played to each other’s strengths for this project. Together, our teams have helped produce a really solid campaign for our client.”

Home for Healthier Business is a six-month pilot led by QLDC EDU with the support of Destination Queenstown, Lake Wānaka Tourism and Startup Queenstown Lakes. The EDU received $75,000 from the Ministry of Business, Innovation and Employment (MBIE) for the pilot.

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