Drafty Mangoes set sail for Bold Horizon

DraftFCB has been appointed to provide advertising and specialist media relations services to Statistics New Zealand for the 2011 Census; Mango has taken the Tourism Malaysia PR gig; JML gets to talk up the Velux 5 Oceans around the world yacht race; and Bold Horizon will be doing the digital work for the National Fieldays Society. 

The brief from Statistics New Zealand was to engage all New Zealanders in order to get them to complete their census forms, and also reduce the undercount of Maori, Pacific, Asian and youth audiences in the census. And, after a competitive pitch process, DraftFCB won out.

Brian van den Hurk, managing director social change at DraftFCB, says it’s an important and challenging campaign.

“Once again we can use our experience in creating positive social change to ensure everyone understands how the census will benefit them, no matter what their age, socio-economic group, or ethnicity is.”

Draft, which used its research on cultural connections to provide insights for the pitch, is trumpeting this win as yet more evidence of its ability to create “communications that drive social change”. And it will add to recent campaigns for ALAC, the Ministry of Health’s National Depression Initiative (featuring John Kirwan), and the Campaign for Action on Family Violence.

To help with the extensive campaign, DraftFCB has partnered with Niu Vision Group and Niche Media/EMINZ who will work alongside in-house social marketing gurus and Maori communications to deliver targeted messages. Senate Communications will be on news media duty and will tap into editorial channels.

In other, less numbery news, Tourism Malaysia has appointed Mango Communications as its PR agency in New Zealand, with a brief to promote Malaysia as a holiday and conference destination.

Under the tagline ‘Malaysia, Truly Asia’, the PR, experiential and events company which already has Tourism Victoria, Tourism Holdings and Air New Zealand on its books, will be promoting the different holiday options within the country, from eco-tourism in Sabah and Sarawak, shopping in Kuala Lumpur, beach resorts on the east coast, to the cultural history of Melaka. One would imagine Mango won’t be promoting the fact that the mainland scenery now consists primarily of palm plantations.

Hamilton-based marketing and brand agency Bold Horizon has been appointed as the online marketing agency for Mystery Creek Events Centre and the National Fieldays expo, which kicks off next week. The work includes developing and implementing keyword search marketing strategies, integration of social media platforms into their online mix and providing ongoing consulting and training.

“We’ve been working with the National Fieldays Society on their offline marketing of Mystery Creek Events Centre and their suite of major events for some years now and it’s exciting to be able to provide specialist expertise as they develop their online presence”, says Wayne Attwell, senior brand strategist at Bold Horizon. King St Hamilton continues on the above-the-line creative for Fieldays.

Global PR company Hill & Knowlton has won the 2010-11 Velux 5 Oceans account after a competitive pitch and JML, the New Zealand affiliate of H&K, will be working to promote the Wellington leg of the solo around the world yacht race.

The route for the the eighth edition of the race will begin in La Rochelle in France on 17 October and features five ocean sprints. After heading from La Rochelle to Cape Town, the race will then take to Wellington in New Zealand, Salvador in Brazil and Charleston in the US before returning back across the Atlantic to France.

This will be the third time the race has stopped in New Zealand, having previously visited Tauranga and Auckland in 2002 and 1998 respectively.

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