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New Campaign For Inter-Island Migrants


Dunedin Launches New Campaign For Inter-Island Migrants

Dunedin (27 February 2003) - Dunedin City Council has launched a new competitive marketing campaign to attract skilled tradespeople and professionals to the City.

The integrated marketing and public relations campaign is believed to be the first time that a major metropolitan New Zealand City has taken a promotional crusade to the residents of competing cities by directly involving the people being targeted. The campaign is being launched with a series of television commercials, bus, billboards and print advertisements designed to raise awareness of Dunedin as a lifestyle option.

Dunedin City Council's general manager for strategy and development, Peter Brown, said the new campaign is all about promoting Dunedin as a lifestyle option for North Islanders who are sick of wasting time and effort as they try to increase their standard of living.

"We are saying to North Islanders, Dunedin is where you should be if you want a life that's worth living," Mr Brown said.

"We all know that in some cities you have to compromise your lifestyle because of the hustle and bustle of the place. What we are saying is that in Dunedin you can have all the benefits of a City lifestyle, but without the downside," Mr Brown said.

"In Dunedin you can experience all the advantages of a big metropolis with a more relaxed pace of life. The added value is our City's easy accessibility to work, home and school, outdoor recreation, natural beauty, stunning architecture, and lower cost-of-living."

The television commercials highlight traffic jams in Auckland and Wellington, and bus and billboards in each city have been placed in high-traffic-density areas to contrast with the trouble-free lifestyle in Dunedin. The campaign is expected to raise some eyebrows among city officials in the North Island who are grappling with congestion issues, but Mr Brown said the campaign aims to be competitive, rather than negative.

"There is no doubt that population growth and urban expansion has caused congestion problems in the North. I doubt that anyone would realistically dispute that. What we are saying is take a look at Dunedin, because we offer the lifestyle that many can only aspire to."

The new campaign also builds on the successful "I Am Dunedin" brand that most recently was marketed through a testimonial campaign - with previous immigrants to the City filmed on location in their new work environment as well as enjoying their lifestyle choice. The new campaign makes those testimonials much more relevant by contrasting them sharply against the reality of day-to-day life in Auckland and Wellington.

The campaign is especially targeting skilled tradespeople and professionals, because Dunedin is experiencing a shortage of people in these areas.

"Expansion in Dunedin is such that we really need to attract some new people here to fill vacancies and make sure we can maintain the momentum for the growth of our City. If you are a North Islander with the skills we need then you might be ready for the Dunedin life," Mr Brown said. - Continues -

About the Campaign

The competitive Dunedin marketing campaign was wholly developed in the City.

The advertising campaign directs people to a website to look at the job options in Dunedin, or to call a 0800 number for up-to-date information on the City's lifestyle. The campaign also includes the new 'Are You Ready for Dunedin Life' brochure and updated CD-ROM featuring the many education, housing, working, and living advantages the City offers. It also provides information on employment and real estate agencies, heritage, eco-tourism, sports, art, culture, and other attractions that makes Dunedin a special place to live. The City's dedicated website address is www.WorkOtagoNZ.co.nz while the free call number is 0800 4 DUNEDIN (386 3346).

The television commercials for the new campaign will launch on 29 February on TVNZ and 3. A one-month lead up 'Are You Ready Teaser' commercials and billboards were seen in Wellington and Auckland.

The new 45-second commercials will target the North Island centres and will include airings in Dunedin, to inform locals of the City's initiatives and to encourage them to be ambassadors to friends or relatives living outside of Dunedin.

A comprehensive print campaign will complement the TV commercials with placements in the Dominion Post, New Zealand Herald and Sunday Star Times, national lifestyle and business magazines.

The billboards will be unveiled at central sites on the Auckland and Wellington motorway systems and throughout the cities on bus signage.



Dunedin's competitive marketing campaign is supported by a range of data about the City including:

Dunedin Economy Consistent levels of economic growth from March 2002 to March 2003 reinforce Dunedin's strong and developing economy

* Four-years of robust economic growth exceeding national levels * Dunedin's economy grew by 4.8% compared with NZ-wide growth of 4.4% * Dunedin's GDP increased by $133 million to reach $2.9 billion in March 2003

Employment For the third consecutive year Dunedin's employment figures exceeded national average

* Dunedin's employment levels grew 4% compared with 3.7% nationally * Total employment in Dunedin reached a record high of 47,398 full time employees (FTEs) * From March 2002 to 2003 Dunedin saw a total increase of 1,823 FTEs * Dunedin City Council has surpassed its goal of adding 6,000 new jobs from 2000-2010

Skill Shortages Dunedin's Labour Force Survey shows the City continues to experience skill shortages

* 31%of respondents experienced difficulty recruiting staff since October 2002 * Direct economic loss to Dunedin resulting of skill shortages in Engineering and General Trade sectors is estimated at $5.7 million.

I Am Dunedin Survey Results Testimonial campaign has dramatically increased positive awareness of the City and call to action, directing people to employment website and 0800 4 DUNEDIN

* Launch of the inaugural I Am Dunedin campaign in July 2001 created 21% awareness
* Revitalised Testimonial Campaign launched September 2002
* Successfully increased positive awareness to 29%
* 91% surveyed said their impressions of Dunedin were positive as a result of the advertising they had seen
* 51% said they were more likely to visit
* Dedicated employment website WorkOtagoNZ figures experienced a 150% rise in hits from December 2002 to December 2003


What is the purpose of this new campaign?

The ultimate aim of this campaign is to attract skilled tradespeople and professionals to the City. At the same time, it is an opportunity to raise the profile of Dunedin in a positive way.

Who is being targeted?

The campaign is generally targeting skilled and professional North Islanders who might consider moving to Dunedin to improve their quality of life and employment opportunities. Specific targets within this area include people with in engineering, healthcare, business services, or business development background.

What reaction is expected from other competing cities?

This is a competitive campaign, but it is not negative. Dunedin City offers options that are not available elsewhere and other cities should recognise that.

How successful is the I am Dunedin brand?

I am Dunedin has been extremely successful since its launch in September 2002. Independent research shows Dunedin's profile has risen to 29% among respondents, from 21% before the campaign.

Who developed the campaign?

The campaign has been totally developed in Dunedin by a team led by Jennifer Hooker, Team Leader, City Marketing, Geoff Bilson and Dave Solomon, Graphic Design with local creatives Murray Page and Associates and Bill Nichol Photography.

What are the campaign elements?

The integrated campaign comprises a television campaign of 45-second and 15-second commercials (preceded by 15-second Teasers), which are supported by national print advertisements, and bus and billboard campaigns in Wellington and Auckland.

Are the testimonials from real people?

All of the testimonials in the campaign have been provided free-of-charge by people who have migrated to Dunedin from northern centres.

How much is the campaign costing?

We are confident that by developing it in-house has resulted in cost effectiveness that could not be matched elsewhere. The advertising cost is part of the annual City Promotions budget of $510,000.

How will the success of the campaign be measured?

The results will be apparent in the impact on actual business migrants and continued surveying of the City's profile.


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