Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Pearl Fishers and Sol3 Mio tenors deliver for KiwiRail

2 April 2014

Pearl Fishers and Sol3 Mio tenors deliver for KiwiRail

A visually stunning advertising campaign combining New Zealand scenery, Kiwi-Samoan tenors, and a soaring 19th century aria has significantly boosted KiwiRail Scenic Journeys market penetration.

Shot from the air, the ad follows the TranzAlpine across spectacular South Island terrain accompanied by an aria from Bizet’s 1863 opera, The Pearl Fishers, sung by award-winning Sol3 Mio tenors Moses MacKay and Pene Pati.

KiwiRail Passenger Group (Passenger) General Manager, Deborah Hume, says the 90 and 30 second ads ran from October 2012 to January 2013 in cinemas alongside the new Hobbit movie, on primetime television, and YouTube.

The ad aimed to provoke an emotional response in viewers and influence buyer behaviour around taking the long-distance TranzAlpine, Northern Explorer, and Coastal Pacific trains, Dr Hume says.

“While the TranzAlpine is a well-established brand, the Northern Explorer and Coastal Pacific services are less than two years old and we were focussed on increasing market awareness and patronage on all three services.”

Two ‘before and after’ Research NZ surveys confirm Scenic Journeys market penetration increased significantly between September 2013 when the campaign began and January 2014 when it ended.

Dr Hume says 500 New Zealanders were asked about their awareness of KiwiRail Scenic and its long-distance services to ascertain, as a result of the campaign, if awareness levels of the Scenic brand and its services in New Zealand’s market had increased. The research also examined whether greater awareness had resulted in potential customers having increased interest in purchasing a ticket for one of the services. “Happily the answer to both questions was, yes,” she says.

Comparing the two results showed significant increases in prompted, total prompted, and unprompted awareness of KiwiRail’s advertising. The February 2014 results showed 49% of respondents aware of KiwiRail prior to the survey had seen recent advertising about KiwiRail Scenic Journeys, compared with 25% in September 2013.

Awareness of both the KiwiRail Scenic Journeys brand and the three service brands had also increased. In particular, in February 55% respondents had heard of the Northern Explorer, up from 44% in September, a 25% improvement in awareness of the service.

Overall, in February 62% of those surveyed had heard of KiwiRail Scenic Journeys compared with 52% in September, equalling a 19% overall improvement in brand awareness. A great result, particularly as general market scaled-up brand campaigns would be deemed successful if they achieved even a 5-10% brand awareness improvement, Dr Hume says.

“We’re looking forward to seeing this increase in awareness turn into more New Zealanders, their friends and relatives and foreign tourists using the services,” she says.

Watch the KiwiRail Take a Break. Take a Train ad here.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Scoop Business: RBNZ Starts Talks On Tougher Rules For Property Speculators

The Reserve Bank of New Zealand is stepping up preparations to restrict lending to residential property investors as it watches house prices, particularly in Auckland, continue to rise strongly. More>>

ALSO:

Research: ‘Ageing Well’ Science Challenge Launched

Science and Innovation Minister Steven Joyce today launched the Ageing Well National Science Challenge, confirming initial funding of $14.6 million. More>>

ALSO:

Scoop Business: Govt Resisting Pressure To Pump More Cash Into Solid Energy

Prime Minister John Key says it is “not the government’s preferred option” to make a fresh capital injection into the troubled state-owned coal miner, Solid Energy, but dodged journalists’ questions at his weekly press conference on whether that might prove necessary... More>>

ALSO:

Lagest Ever Privacy Breach Award: NZCU Baywide Accepts “Severe” Censure In Cake Case

NZCU Baywide says that once it was found to have committed a breach of a former staff member’s privacy, it had attempted to resolve the matter... the censure and remedies for its actions taken almost three years ago are “severe” but accepted, and will hopefully draw a line under the matter. More>>

ALSO:

Scoop Business: PayPal Stops Processing Mega Payments; NZX Listing Still On

PayPal has ceased processing payments for Mega, the file storage and encryption firm looking to join the New Zealand stock market via a reverse listing of TRS Investments, amid claims it is not a legitimate cloud storage service. More>>

ALSO:

Housing Policy: Auckland Densification As Popular As Ebola, English Says

Finance Minister Bill English said calls by the Reserve Bank Governor for more densification in Auckland’s housing were “about as popular in parts of Auckland as Ebola” would be. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news