Rob Smith, CEO of Paper Plus, addresses the audience at the Paper Plus Business Briefing

Campaign Overview

When it comes to books and stationery, Paper Plus means business. On 19 October, the national retailer made its mark on the New Zealand book and stationery industry by hosting a business briefing luncheon at the Hyatt Regency Hotel, Auckland. 

Paper Plus advised it wanted to ‘take on the competition’ and as the only nationwide, 100% New Zealand-owned book and stationery retailer, we knew the nation would be curious to hear what it had in store for the future.

The strategy of hosting a business briefing would afford Paper Plus the opportunity to announce its $22 million nationwide expansion, and would also serve as a platform to showcase the business vision and community focus. 

It was also the perfect time to launch the new advertising campaign featuring the twins, Molly and Polly. Guests would preview the new campaign that features an evolving story about book and stationery-loving, Kiwi sisters who can’t get enough of Paper Plus!  

We aimed to host an accessible and integrated event in the form of a business briefing that would increase awareness, build credibility and secure positive positioning of Paper Plus within the media.

Results

The Paper Plus Business Briefing achieved excellent results, with a stellar-turn out from media representatives at the Hyatt in Auckland. In addition to print and online media, the coverage achieved included television and radio interviews. 

An interview of Rob Smith, CEO of Paper Plus, was secured for TV3’s ASB Business on the morning of the briefing. In a one-on-one interview with Michael Wilson, Rob discussed the logic behind the expansion and his vision of growth for Paper Plus. 

We also secured an interview on Radio New Zealand’s Morning Report with Michael Paardekooper, Paper Plus Chairman, who spoke about store refits and the positioning of Paper Plus within a competitive market. 

The Manawatu Standard, Nelson Mail, The Press and Otago Daily Times, were among several local community papers to express their support for Paper Plus’ venture.  Featuring articles about their local stores’ successes, long-term investment and shop refurbishments, the local angle was of wide interest and gained excellent coverage.

The business pages were awash with $22 million dollar headlines, from the National Business Review to the NZ Herald and the Dominion Post, along with online posts featured on yahoo!xtra, stuff.co.nz, stoppress.co.nz and btob.co.nz.

Tags: Alexander Communications, books, Business to business PR, Events, Kate Alexander, Media Relations, Michael Paardekooper, online public relations, PR Campaign, Rob Smith

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