Whether it’s paying stars to show off diamonds in public, paying stars to mention a brand in their latest song, paying stars to talk up your new product to their fans, or paying for the host of a podcast to read out your ad, brands have been using the power of endorsement to influence perceptions since ages ago. In the world of hospitality, having the right people at your establishments is important if you hope to lure the crowds. And it’s no secret that Skycity ‘incentivises’ a range of famous Kiwis to do just that. But now it’s taken that one step further by getting them to write—or at least put their name to—long copy ads that wax lyrical about the company’s assets and its impact on Auckland.
Nielsen research director Tony Boyte advises brands and retailers to develop both digital and physical platforms, as consumers are becoming less likely to distinguish been the two. This insight follows on from the latest study conducted by the research company, showing that nearly two million New Zealanders are shopping online. The research shows reveals a 40:40:20 rule is at play, with 40 percent of respondents saying that they were shopping online because of convenience, 40 percent being drawn to the e-commerce prices and 20 percent claiming that they get good value online. And these findings come at a time when Facebook is trialling a ‘buy and sell’ feature in the Auckland market.
Skycity has launched its first new campaign since selecting Colenso BBDO as its creative agency in August last year. Dubbed ‘It All Starts Here’ and brought to life by the production team at Finch, the new campaign lets staff members tell their stories from behind the walls of the casinos, hotels and restaurants that make up the company.
Those in the advertising industry are renowned for spending a fair bit of time in bars and restaurants, and it seems the staff of Colenso BBDO will be spending a bit more time in the bars and restaurants owned by Skycity after winning a competitive pitch that took place a few months ago.