Top marketers recognised at Fly Buys Awards

Media Release 18 September 2007

Top marketers recognised at Fly Buys Marketing Awards

New World Wellington took centre stage at the annual Fly Buys Marketing Awards on Friday night, receiving two Golds, a special award for Best of Use of Data, and the Supreme Award in the annual celebration of excellence in coalition loyalty marketing.

The Fly Buys Marketing Awards are open to 36 brands which participate in the Fly Buys programme - including many of New Zealand’s leading retailers. They recognise innovative and successful use of the Fly Buys programme, now in its 12th year.

Fly Buys General Manager, Peter Monk, said New World Wellington had displayed exceptional marketing innovation with their Bag a Million and Lifestyle Segmentation programmes, with tangible results for the business.

“However, New World Wellington stood out not just for one or two promotions, but for the scope of their marketing initiatives, which covered database driven direct marketing, integrated multi-media sales promotions and an extension of the programme into supplier-funded marketing.

Other Fly Buys Participants who collected awards were Liquorland, Shell, Paper Plus, Mitsubishi and First National.

“Each of the winners demonstrated what can be achieved with clever use of the Fly Buys programme. I believe their initiatives have set a new standard for marketing in New Zealand.”

Chief Judge Lance Walker, Managing Director of direct marketing agency Rapp Collins Limb Walker, said the level of competition in this year’s Fly Buys Marketing Awards was high – and reflected the considerable value of the Fly Buys programme for Participants.

“Fly Buys continues to be a key influencer on where New Zealanders shop. Organisations involved with Fly Buys have become increasingly sophisticated at using the data to make marketing programmes more relevant to their customers, demonstrating the power of direct marketing when supported by strong data.”

“These awards recognise those Participants who are using Fly Buys to their best advantage.”

Lance Walker was joined in the judging by marketers Liz Dawson, former GM Marketing of AXA Insurance, Victoria Forrest, Chairperson of the Central Branch of the Marketing Association and Jeff Clark, Clemenger BBDO.

Gold category winners included:

Internal Communications
Liquorland, Fiesta Store Showdown
Shell New Zealand, Vehicle Servicing Workshop Kit

Customer Acquisition and Reactiviation
New World Wellington, Bag a Million Promotion
Paper Plus, Power Points Promotion

Customer Value Growth
Paper Plus, Power Points Promotion
Liquorland, Summer Fest Promotion

Customer Retention
New World Wellington, Lifestyle Segmentation Programme

Point of Sale and Merchandising
Mitsubishi Motors
First National Real Estate

Special Awards included:

Best Use of Data
New World Wellington

Best Use of Email or Online
Liquorland, Stark Text Promotion
Mitsubishi, V6 Outlander Test Drive Email

Most Integrated Campaign
Paper Plus, Power Points Promotion

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