CHALLENGE – In the Christmas season
of 2014, the NZTA initiated the summer season campaign for Auckland Northland region.
Road works and closures of existing and new roading priority projects were wide spread from Kaitaia to SH20a Auckland Airport link and southern motorway. With the volume of works active over December 14 to January 15 there was the potential to cause significant traffic delays for people in and around Auckland and holiday makers travelling out of Auckland.
IDEA – Creating an engaging concept to successfully communicate with multiple stakeholders needed to be formulated.
RESULT – As a result of the potential congestion across such a broad area, specific targeting and communication channels were established in the most effected areas, including Kaitaia, Paihia, Whangarei, Dargaville, Warkworth, Auckland and Coromandel. The online products were crucial in ensuring accessability for all road users and holiday makers to where closures and roadworks were.
Success of the campaign lay within an integrated marketing approach. Open, informative and creative communication achieved an astounding increase of likes, views and ongoing dialogue through the NZTA ‘Summer Season’ Facebook page. An incredible 500%+ increase overall.
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