NZME is set to launch its dedicated rural radio station Hokonui Radio in Hawera next week, with the aim of targeting the large farming community that lives there.
Creative agency Bcg2 has released its first brand campaign for rural insurer FMG, and is rolling out over multi-media channels after winning the account last September, basing it on the tagline ‘We’re here for the good of the country’.
Fonterra has taken a page out of the mainstream retailer’s playbook by establishing a rewards initiative that gives its members access to a range of perks to those in the co-operative. The introduction of the loyalty programme is part of a series of changes, which also includes plans to rebrand all 67 of Fonterra’s RD1 stores to NZ Farm Source hubs (there are also plans to introduce four new stores), launch new digital technology, introduce on-site support and initiate a range of financial options exclusive to members.
Rural Press and Fairfax Media merged in late 2006 – giving Fairfax a considerable portfolio of rural and farming mastheads. The news company this week launched a new web portal to house this content called NZ Farmer, built inside of its venerable Stuff.co.nz system.
The image of the staid, forelock-tugging old-school soul of the land who only reads things on paper and drinks beer in front of the races still has a degree of truth to it. But things are changing quickly and King St and Tracta are hoping the results of two research projects might help clear up a few misperceptions about the rural market, both in terms of media usage and the role of women.
The primary sector has played a massive role in propping up the New Zealand economy during this recessionary period and while farmers might not be tucking quite as much cash under their mattresses as they have been in recent years, they’re still very lucrative targets, as evidenced by the massive number of companies greasing up to them at Fieldays. And now Nielsen has released results of its inaugural Nielsen Rural Survey to show how they can best be reached.