Despite recent well-publicised difficulties in the retail sector, Newmarket has done a pretty good job of trumpeting its swankiness and array of shopping options. But it now has a suburban rival, after an enthusiastic group of business owners from the High Street District, together with the champions of the Auckland CBD Heart of The City, appointed the Toot Group to ramp up interest in the area with “an exciting new campaign of happenings”.
The Toot Group, which has recently opened bases in Auckland and Wellington and services clients including Steinlager, NZ Post, Hallertau Brewery, Harringtons Small Goods and the Trusty Delivery Company, developed the winning idea in a competitive pitch between Barnes Catmur & Friends and Rascals, with some help from their cobber Matt O’Sullivan at Naked Communications.
“High St has been the seed bed of so much of New Zealand’s recent creative culture: the lattes, punk, club culture, our fashion boom. It’s all passed through High St. There are so many fantastic stories to tell and experiences to create. It’s an absolute privilege to be involved,” says Cleve Cameron, creative director at The Toot Group.
He couldn’t say too much about the Pre-Christmas activity, other than the words “enchanted” and “lucky”.
Previous adventures of Cameron include Saatchi & Saatchi Wellington, Naked and Australia’s Agency of the Decade BMF. Across the ditch, he bagged a few international golden trophies for his campaigns for Coca-Cola, Goodman Fielder and Mini, among others.
Toot Group managing director Sam Chapman was a key founder in the Wellington cultural institutions Matterhorn and Mighty Mighty and has worked with such clients as Tourism NZ, Positively Wellington Tourism, NZ International Festival of the Arts, NZTE and 42 Below.