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

 

Cosmetics & Pollution: Proposal To Ban Microbeads

Cosmetic products containing microbeads will be banned under a proposal announced by the Minister for the Environment today. Marine scientists have been advocating for a ban on the microplastics, which have been found to quickly enter waterways and harm marine life. More>>

ALSO:

NIWA: 2016 New Zealand’s Warmest Year On Record

Annual temperatures were above average (0.51°C to 1.20°C above the annual average) throughout the country, with very few locations observing near average temperatures (within 0.5°C of the annual average) or lower. The year 2016 was the warmest on record for New Zealand, based on NIWA’s seven-station series which begins in 1909. More>>

ALSO:

Farewell 2016: NZ Economy Flies Through 2016's Political Curveballs

Dec. 23 (BusinessDesk) - New Zealand's economy batted away some curly political curveballs of 2016 to end the year on a high note, with its twin planks of a booming construction sector and rampant tourism soon to be joined by a resurgent dairy industry. More>>

ALSO:


NZ Economy: More Growth Than Expected In 3rd Qtr

Dec. 22 (BusinessDesk) - New Zealand's economy grew at a faster pace than expected in the September quarter as a booming construction sector continued to underpin activity, spilling over into related building services, and was bolstered by tourism and transport ... More>>

  • NZ Govt - Solid growth for NZ despite fragile world economy
  • NZ Council of Trade Unions - Government needs to ensure economy raises living standards
  • KiwiRail Goes Deisel: Cans electric trains on partially electrified North Island trunkline

    Dec. 21 (BusinessDesk) – KiwiRail, the state-owned rail and freight operator, said a small fleet of electric trains on New Zealand’s North Island would be phased out over the next two years and replaced with diesel locomotives. More>>

  • KiwiRail - KiwiRail announces fleet decision on North Island line
  • Greens - Ditching electric trains massive step backwards
  • Labour - Bill English turns ‘Think Big’ into ‘Think Backwards’
  • First Union - Train drivers condemn KiwiRail’s return to “dirty diesel”
  • NZ First - KiwiRail Going Backwards for Xmas
  • NIWA: The Year's Top Science Findings

    Since 1972 NIWA has operated a Clean Air Monitoring Station at Baring Head, near Wellington... In June, Baring Head’s carbon dioxide readings officially passed 400 parts per million (ppm), a level last reached more than three million years ago. More>>

    ALSO:

    Get More From Scoop

     
     
     
     
     
     
     
     
    Business
    Search Scoop  
     
     
    Powered by Vodafone
    NZ independent news