Radio Hauraki is suffering from something of an existential crisis at present. And, after rather forthrightly saying it had been pretty shit for the past few years and that it had to kill the station to save it, The Radio Network brand has come out of rehab with a new line-up (Martin Devlin and Laura McGoldrick, Angelina Boyd, Greg Prebble, Matt Heath and The General and Mikey Havoc) and a new campaign out of Saatchi & Saatchi. And, as part of its ‘intervention’, legendary turntablist and Beastie Boys DJ, Mix Master Mike is venturing to New Zealand to celebrate the official relaunch.
http://www.youtube.com/watch?v=fsIOypn4sek According to the latest radio survey, Radio Hauraki was down significantly on both station share and cume across all demographics in New Zealand and in Auckland when compared to 2011. So the claim in the video seems to be fairly accurate. But station manager Mike McClung says the key business partners will see a rejuvenated station at the launch.
“We’re rapt with the great feedback the station has been receiving this year, and are looking forward to Mix Master Mike bringing the noise on the 20th.”
TBWA\ has been the TRN’s agency partner for a number of years and, while this big Hauraki rebrand project was snatched by Saatchi, it is still thought to be doing work on its flagship brand, Newstalk ZB. There have been some big changes in management and marketing recently, with long-serving chief executive John McElhinney replaced by Jane Hastings and David Brice thought to be fulfilling a slightly different role. And we’ve heard there have been some tightening of purse strings in recent years when it comes to agency fees.