I was referred to AIG – the world’s largest insurance company – by a former colleague who headed up the company’s communications activity for the Asia/Pacific region. The brief was to provide strategic direction and counsel on an ongoing basis following the tragic Canterbury earthquakes.
I assist AIG on all matters concerning their external communications activities, from leveraging sponsorship opportunities and developing media activity at product launches through to providing advice on highly confidential issues.
AIG is the major global sponsor and official insurance partner of six of New Zealand’s world class rugby teams including the All Blacks.
Image: Sonya & Jason Hills from London, UK via Wikimedia Commons
It’s a wonderful sense of deja vu to be back contracting for Penguin this year, some ten years after working in-house as head of marketing and publicity. I was approached to provide publicity for a number of key titles across a a variety of genres including literary fiction, NZ non-fiction, international mass market fiction, memoir, humour and food. I had the pleasure of generating publicity for Jeremy Corbett’s Which Way Up? and fabulous foodie, Penny Oliver and her new cookbook, Single Serve. I worked with Lloyd Jones some 11 years ago on his novels, Paint Your Wife and Here at the End of the World We Learn to Dance so I was delighted that Penguin engaged me to publicise his memoir, A History of Silence.
hPR works with many publishing houses and self-published authors, drawing on long-held media contacts and proven publicity techniques to establish or grow an author’s public profile and help generate book sales.
Services range from arranging a simple review mailing, right through to a full monty, multi-city author events and media tour.
Hūpai, the 1000th kiwi chick hatched under conservation programme, BNZ Operation Nest Egg was a milestone achievement. I was engaged to prepare an external communications campaign celebrating the event. In addition my client wanted to raise awareness of how endangered kiwi were and what the public could do to help prevent the decline in kiwi numbers. Three stages to the story were identified: the up-coming hatching, the story of the egg – where it came from, how and why it was being carefully monitored in a hatching facility rather than in the wild, and the much-anticipated arrival of Hūpai.
Media releases were written for each of these stories which were picked up widely across TV, print, radio and web. We engaged a photographer who captured each aspect of the story, including the egg’s hatching – peck, by peck. The best images were offered to media. In particular the hatching story gained significant media coverage. Close UP’s TVONE ran it as their lead story followed by an in-studio Breakfast TV interview with my client the following morning. NZ Herald ran the photo of the newly hatched Hūpai on the front page as did the Dominion Post, The Press and the Waikato Times. Each stage of the story was covered on Radio New Zealand’s Morning Report and commercial radio stations across the country and there was saturation coverage on news websites. My client was interviewed on each occasion. It was a terrific way to thank Operation Nest Egg’s sponsor and the kiwi hatching facilities around the country who work so hard to keep kiwi alive.
Each aspect of the story was fully integrated with social media – twitter, facebook and on my client’s website.
Hupai’s big claims to fame were making headlines on BBC News and the New York Times!
A name the chick competition ran in partnership with local iwi.
The campaign resulted in a significant increase in public interest and awareness, a donation spike and a smiling sponsor.
Hupai at 1 week old