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

 

Maritime: Navigation Safety Review Raises Big Issues For The Govt

Shipping Federation: "The reports makes it clear that the ratification of the Maritime Labour convention (MLC) is long overdue. Only when the MLC is ratified will Maritime NZ be able to inspect and enforce the labour conditions on international ships visiting our ports." More>>

ALSO:

100 Years After Einstein Prediction: Gravitational Waves Found

For the first time, scientists have observed ripples in the fabric of spacetime called gravitational waves, arriving at the earth from a cataclysmic event in the distant universe. This confirms a major prediction of Albert Einstein’s 1915 general theory of relativity and opens an unprecedented new window onto the cosmos. More>>

ALSO:

Farming: Alliance Plans To Start Docking Farmer Payments

Alliance Group, New Zealand's second-largest meat cooperative, plans to start withholding some stock payments to its farmers from next week to bolster its balance sheet and force suppliers to meet their share requirements. More>>

ALSO:

Gambling: SkyCity First Half Profit Rises 30%, Helped By High Rollers

SkyCity anticipates the Auckland business will benefit from government gaming concessions which were triggered on Nov. 11 in recognition of SkyCity’s $470 million Convention Centre development. Morrison said the concessions would allow the Auckland business to lift its activity during peak period, noting it had a record revenue week over the Christmas and New Year period. More>>

ALSO:

Money For Light: Kiwi Scientists Secure Preferential Access To Synchrotron

Science and Innovation Minister Steven Joyce today announced a three-year investment of $2.8 million in the Australian Synchrotron, the largest piece of scientific infrastructure in the Southern Hemisphere, to secure preferential access for Kiwi scientists. More>>

Telco Industry Report: Investment Hits $1.7 Bln A Year

Investment in the telecommunications sector is $1.7 billion a year, proportionately one of the highest levels in the OECD, according to a report released today on the status of the New Zealand sector. More>>

ALSO:

PGPs: New Programme Sets Sights On Strong Wool

A new collaboration between The New Zealand Merino Company (NZM) and the Ministry for Primary Industries (MPI), announced today, aims to deliver premiums for New Zealand's strong wool sector... More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news