Campaign Overview

Auckland-based commercial cleaning company Clean Planet redefined the meaning of green-washing when it launched as New Zealand’s first truly environmentally-friendly cleaning company in 2008.

It grew exponentially in its first 18 months of operation, from an initial three franchisees to more than 25 throughout Auckland by the end of 2009.

In this formative stage, in addition to winning contracts with clients such as Fletcher Steel, Bear Park Childcare Centres and healthcare provider Labtests, the innovative start-up also began manufacturing its own range of eco-friendly cleaning products. The products are specially formulated to meet Clean Planet’s high standards of environmental integrity, and are independently certified by Environmental Choice.

“There’s huge demand for truly environmentally friendly services, not just tokenism, and companies are paying attention to what’s going down their sink for both the health of their staff and the health of our environment,” said Clean Planet co-director Mark Houghton Brown.

AC’s main brief was to build the brand’s profile within the business community, particularly among SMEs, and to articulate the cold hard truth about what chemicals people are exposed to in the office and the impact that has on their health and that of the environment.

Results

A story titled ‘Green cleaner trades on environmental health’ featured in the NBR’s Executive Health section in December. The reporter interviewed Mark Houghton Brown and highlighted some of the health implications for office workers, such as asthma and other respiratory ailments, commenting on the alternative service provided by Clean Planet for businesses looking for a more sustainable option.

The SME-focused publication Business to Business ran a story titled ‘Green cleaning business walks the talk’, featuring Clean Planet as the lead story in their online email newsletter and on their website in November.

Clean Planet co-director Chris Morrison was interviewed for the Unlimited Lives series.   In addition, the story was picked up in trade publications NZ Retail and NZ Franchise magazine and online on scoop.co.nz, voxy.co.nz and infonews.co.nz

Campaign Overview

It’s a word you’re more likely to see in the context of the art-filled drawing room of a Henry James novel than in today’s world of instant obsolescence, but ‘curio’, defined as something unusual and worthy of collecting, was unearthed as the name of a new range of exclusive, single-estate and at times single-block wines from the Mud House Wine Group in 2009.

The inaugural Curio Collection, hailing from five different vineyards in Marlborough, Nelson and Central Otago, launched with five varietals. Each wine was carefully selected on the blending table from a myriad of single-vineyard fruit parcels, from which only the stand-out examples were deemed worthy of the Curio label. 

The wines were launched into some of the best restaurants and fine wine retailers around the country, including Bisque, Circa, Capitol, Museum Hotel and Ambeli in Wellington; Sticky Fingers and Annies in Christchurch; and in Auckland, O’Connell Street Bistro, The Engine Room, Rocco, Cibo and Soul Bar & Bistro.

The unique and artistic label design was a distinct characteristic of this young, stylish and carefully considered range of wines.

AC was asked to help launch the new Curio brand and connect the range with wine writers and consumers to help make it jump out on restaurant wine lists and on the shelf.

Results

Curio partnered with a number of key events around the launch to connect with the artistic elements of the collection.  

First, it came on board as a key supporter of the spectacular Breast Cancer Research Trust’s Art for a Cure exhibition. Held at Hopetoun Alpha, the exhibition featured artworks created by some of New Zealand’s most preeminent artists inspired by leading Kiwi musicians. The artworks were auctioned for the charity and complementary glasses of Curio wine were served to guests at  the opening function and final auction.

In addition, Curio was the wine sponsor at one of central Auckland’s most stylish art spaces, the Gus Fisher Gallery. Curio partnered with the gallery to serve the wine at two highly successful New Zealand art exhibitions, Marti Friedlander Looking Closely and Len Lye Art that Moves. A special wine tasting with Curio wines was also held for the public at the gallery during the exhibition.

AC focused on boosting the profile on the new wine and getting it in front of the leading wine writers in New Zealand to swirl, sniff, and sip to their hearts’ content!

The Curio Collection was well received by the wine writers, with reviews featuring in nearly all of the country’s major provincial daily publications. This included the NZ Herald’s Viva magazine and the Herald on Sunday’s Detours as well as The Press, the Otago Daily Times and the Marlborough Express.

Special promotions were also set up with Life & Leisure and Mindfood magazines to promote the wine.

2008 CURIO d’Auvergne Vineyard Wairau Valley Marlborough Gewurztraminer reviews:

Viva Wine Columnist Jo Burzynska described the Curio d’Auvergne Vineyard Wairau Valley Marlborough Gewurztraminer as a “gorgeously textured wine, with layers of mineral and hints of rose petals, seasoned with savoury spice and finishing with a fresh twist of citrus peel.” NZ Herald 4 November 2009

 ”A perfectly balanced, delicate and slippery gewurztraminer that sings turkish delight, ginger, rose petal and soft citrus.  Musky, fruit-laden flavours enhanced by wild yeast ferments and time in oak give it a sexy, spicy finish. Available from fine wine stores and selected restaurants and bars”.  Bay of Plenty Times 9 November 2009 

 ”…My pick of the bunch is Curio d’Auvergne Vineyard Wairau Valley Marlborough Gewurztraminer 2008.  It smells so good you don’t want to stop sniffing the harmonious mix of musk rose, mango and cloves.  On the palate it’s like sucking on Turkish delight before it sets; luscious fruit flavours with silky texture made all the more interesting from barrel fermentation and wild yeast.”  Capital Times – Wellington 21 October 2009 

2008 CURIO Bendigo Vineyard Central Otago Pinot Noir reviews:

 “Great packaging is one of the appeals of this spicy young Central Otago pinot noir.”  Joelle Thomson, Herald on Sunday Detours, 13 December 2009 

 “Ah, that’s what a good pinot noir is all about – it’s light, ruby-red translucent colour belies its rich and full flavoured character, with satisfying length. Currants and vanilla were evident. This pinot is velvety smooth, with no furry tannin feeling. Ideal with piquant cheeses and scrummy appetizers.”  David Killick, The Press, 11 January 2010 

 ”An attractive, lush wine with soft, overly ripe, sweet fruit, oozing cherries, strawberries and boysenberries, supported by darker tones of toasty oak, and finishing with a firm, spicy grip”.  Charmian Smith, the Otago Daily Times, 18 November 2009

2008 CURIO Ganes Vineyard Marlborough Sauvignon Blanc review:

 ”Despite its tender age, this lovely wine is full of personality. It does what classic sauvignon blanc does best – slightly acidic and bursting with apricot, passionfruit and gooseberry flavours.  There’s a weight and complexity underpinning all these delights which stamps this as an outstanding wine.” Chris Moore, The Press – Christchurch, 27 January 2010 

 “Juicy, tangy, with tingly acids and some underlying warmth. The aroma rolls on through to the palate – we enjoyed the pleasant grassy/tropical blend in this full-bodied wine. The flavours are quite intense out to the finish, which is herbal, drying and warming. A really nice example of Wairau Valley sauvignon blanc.”Deborah Walton and Peter Morice – The Marlborough Express 18 February 2010

Curio Castles Vineyard Awatere Sauvignon Blanc 2008 review:

 “Quite a ripe Awatere style though it shows typical concentration. Green capsicum and mineral flavours with a stone fruit influence. A bold and appealing wine with character.”

Bob Campbell, December 2009 www.bobswinereviews.com

“Typically funky, pungent Awatere sauvignon, with wonderfully exuberant fruit oozing herbs, salad leaves, and mineral, complex, and textural makes a definite statement.”  Charmian Smith, the Otago Daily Times, 21 October 2009 

It’s not everyday that a national sporting tournament is played out in the centre of a shopping mall. However, shoppers at Bayfair Shopping Centre in Mount Maunganui found themselves centre court during August 2009 when a massive glass court was erected in the mall to host the A1 Homes NZ Women’s Open. Around 18,000 spectators descended on the mall to witness a piece of the fast-paced action.

Having seen examples of the glass courts erected overseas, Bayfair and Bay of Plenty Sport decided it would be a great way to bring the sport to the masses, staging the event in the centre of the mall in full public view – from all corners!

It was also the first time in 13 years a NZ Women’s Open tournament had been played in New Zealand, another great story.

The AC team focused on profiling Bayfair’s innovative approach – a NZ first – hosting the tournament in the centre as well as celebrating this milestone event with the local community and high-profile Tauranga personalities.

Results

What better way to commemorate this event than with the darling of New Zealand squash and one of our most successful international female squash players of all time – Dame Susan Devoy! Dame Susan was invited to play a match against the Bay of Plenty’s rookie MP Simon Bridges – a challenge which she accepted without reservation.

This event captured the attention of the public, attracting around 100 onlookers and media keen to see their local MP take on the sporting legend. Despite a considerable absence from the court and retirement from professional squash, Dame Susan showed Simon a thing or two about the game. Needless to say, Simon was an excellent sport!

The event made national TV, when Breakfast took the opportunity to show coverage of the match on the politician’s regular young gun segment that week. The Breakfast hosts had quite a chuckle, at Simon’s expense, about his technique and bravado in challenging such a sporting great.

The NZ Herald, Bay of Plenty Times, Sunlive and Classic Hits Tauranga also covered the event, relishing the opportunity to see their local MP put himself up for the challenge.

The rather unique setting for the national squash tournament was the focus of a piece on prime-time current affairs show Campbell Live. The article titled ‘Squash open gives new meaning to window shopping,’ looked at the angle of reinvigorating public interest in the sport and the innovative approach of taking it to the people in a glass court in the centre Bayfair. Journalist Emma Keeling described the court as ‘oasis for sport’s lovers in a desert of shopping’

Campaign Overview

Social networking, once new and alien, is now part of everyday life. However, what many people still don’t realize is that applications are not only prominent in our social lives; they have become integral to the professional world. 

Blue Banana Principal Linda Coles introduces us to the corporate world of social networking…

A social media trainer, LinkedIn specialist, and SEO consultant, Linda approached Alexander Communications to assist her in building both her personal and business profiles. She wanted to position Blue Banana in the corporate sphere and demonstrate her social media expertise. 

We were pleased to take on this project: with social media being essential to public relations, the team could relate to and understand the project and its complexities..  Working with a clear brief from Linda, AC knew which direction to take and which business contacts to target. 

The background information and examples Linda provided allowed AC to create media releases and key opinion pieces. We were confident that, because of the niche topic, we would be able to convey and leverage Linda’s expertise and past experiences in a still-emerging market. 

Outcomes
Our business contacts were keen to meet the face behind Blue Banana; they were curious and enthusiastic to learn more from a professional social networker.

Business publication Unlimited.co.nz, characteristically quick on the uptake, was first to publish an opinion piece by Linda. The piece discussed the impact of word-of-mouth on businesses and how invaluable networking is within corporate structures – the message was that businesses are so busy trying to buy into spaces, they forget (or don’t know how) to use the powerful online tools at their fingertips. 

AC also secured articles with the  New Zealand Herald and business columnist Gill South. This featured in the Business Herald print pull-out and online at www.nzherald.co.nz.  Linda was also profiled by Glenn Baker in the March issue of NZ Business in an article ‘It’s networking but not as you know it’.

These articles reaffirmed the untapped opportunities of social networking for businesses, and reminded businesses and executives that this could be a stabilizing tool following a turbulent 2009.  

AC successfully raised the profile of Blue Banana and positioned the company strongly at a corporate level. In addition, AC improved Linda’s position as a social media expert and opinion leader; in providing simple communication tips, Linda has become more accessible and transparent as the principal of Blue Banana, and has secured several new projects for 2010.

Campaign Overview

The words ‘eco-friendly, sustainable and green’ are not synonymous with inner-city hotels, but for Christchurch’s Hotel SO they are represent core philosophies.

Hotel SO hit 2010 running with its January addition of another eco-friendly service to its already impressive list of features; the hotel now offers free electric-car charging to guests. Visitors are invited to use the facilities located behind the hotel, where they can plug in their car overnight to charge.

Having worked on the successful launch of Hotel SO in late 2007, the AC team was thrilled to work with Sales and Marketing Manager Steve Dixon on a new forward-thinking initiative. 

Although the hotel’s staff use a suite of ‘micro’ cars to run around town and complete errands,

Dixon acknowledges the electric-car market is still relatively small. “It’s going to boom, though, and we like to be ahead of the curve…more importantly, it fits with our eco-friendly and progressive vision.”

Little more than two years after its opening, Hotel SO is fast becoming a local attraction and popular name-stay provider. Catering to the modern traveler’s needs, guests receive five-star service at a fraction of luxury accommodation cost, and in an eco-friendly manner.

Taking into account Hotel SO’s demographic and target market, the AC team focused primarily on, but were not limited to, online and new media communicators and outlets. 

Results

The online platform is infectious and AC’s networks allowed us to engage with international travel audiences seeking visionary leaders within the industry. The Hotel SO electric car initiative was received with open arms by the online community; bloggers and travelers alike were curious about this eco-friendly and affordable accommodation. 

Twitter was a-buzz as blogger extraordinaire @bwagy (Ben Young) took to the airwaves in an interview on Kiwi FM with Wammo. After experiencing a Hotel SO weekend first-hand, he spread the news about @Hotelso. Click here to view the youtube.com interview.

Ben also introduced us to renowned international travel writers @indietravel who cottoned on to Hotel SO, and have been scheduled for a live on-site recording in February 2010 when full-time travelers Craig and Linda visit Christchurch. Stay turned for the link to the live indie travel podcast.

Hotel SO’s eco-friendly and sustainable vision was the perfect angle for travelinggreener.com – a site dedicated to ‘Green Travel Stories’. Bloggers were impressed with Hotel SO’s ‘most sustainable hotel’ goal, and with the eco-features already on offer.

In addition to social media, AC secured articles on btobonline.co.nz, yahoo!xtra.com and on fourcorners.co.nz.

Evan Johnson CEO Onesource

When our clients Konica Minolta informed us of their acquisition by a leading Australasian IT provider, Alexander Communications was on hand to advise on media strategy and also to handle the distribution of the breaking news and engage with media.

The change for Konica Minolta came with their purchase from parent company Onesource New Zealand by CSG, one of Australia’s leading IT services companies, providing integrated technology solutions to all major Australian markets. 

The move presents significant opportunity for Konica Minolta New Zealand. With the continued support of Konica Minolta Business Technologies Japan (which maintains its 10% stake in Konica Minolta New Zealand) and the new expertise of a larger Australian counterpart, Konica Minolta is well resourced and positioned for the future. 

Onesource Chief Executive Evan Johnson says Konica Minolta has prospered under the current ownership structure and management team, having continued to grow in a particularly difficult business environment.

This positive and transparent outlook has been maintained for the duration of the project, contributing to the responsive media coverage that the team secured. 

Results

The news of Konica Minolta’s acquisition by an Australian organization was widely received within a short timeframe. 

The AC team worked efficiently to distribute the breaking news across print publications and online platforms to secure widespread coverage.

The CSG acquisition featured across the main print publications including but not limited to the New Zealand Herald, National Business Review, Dominion Post and the Otago Daily Times.

The team also achieved great online mentions both locally and internationally, from computerworld.co.nz, skynews.co.nz and scoop.co.nz, to the Australian Securities Exchange – asx.com, the Sydney Morning Herald – news.smh.com.au, money.ninemsn.com and bigpondnews.com.

Campaign Overview

Blackwoods Paykels' National Manager Paul Watson takes the SME spotlight on NZI Business

Since Blackwoods Paykels was established through the merging of Blackwoods New Zealand and Paykels Bros in 2004, the company has grown exponentially, and the AC team was pleased to help spread the word about its $5 million investment in the business infrastructure and customer service.  

As it aims to become the nation’s leading industrial and engineering supply company, Blackwoods Paykels’ long-term investment is directed at maintaining its quality service and growing market share in their sector.

The fit-out includes a new distribution centre, manufacturing plant and flagship retail outlet to meet the increasing demand from growth sectors such as infrastructure, oil and gas, food production and other local industry, as well as the upgrade of the national branch network, in preparation for the expansion of the new retail model.

To leverage the investment in the Highbrook premises adjacent to the airport, Blackwoods Paykels hosted an intimate business briefing on-site, at which Manukau Mayor Len Brown officially launched the building.

The business briefing guest list was strategically targeted to engage Blackwoods Paykels’ niche audience. By concentrating on target markets and key mainstream media, the impact of the investment was seen in big business headlines.    

Results

The Blackwoods Paykels investment launch gained positive momentum and was well received by the media.

Paul Watson, Blackwoods Paykels’ National Manager, took the SME Spotlight on NZI Business to talk with Corin Dann about the new distribution centre and launch of the new investment strategy. 

The Blackwoods Paykels $5 million investment announcement also featured in the print versions of the National Business Review and the New Zealand Herald, and gained further coverage by featuring on their websites.  An interview on Radio New Zealand was also secured. 

Other online channels such as  btob.co.nz, infonews.co.nz and scoop.co.nz also contributed to raising awareness and positive positioning of Blackwoods Paykels among the business pages.

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.

Amadou Diallo, His Worship the Mayor Hon. John Banks, Brian Broom and Tony Boll

Campaign Overview

When DHL Global Forwarding, the largest freight forwarder and part of the leading logistics company DHL, briefed the AC team about its latest investment, we knew it was going to be big. How big? 125,000 square feet big!

DHL had invested US$8.8million in a state-of-the-art building, and turned to us to help make the announcement of a new high-tech hub at Westney Industry Park, adjacent to the Auckland International Airport. 

This long-term, forward-thinking commitment in logistics was a positive and audacious move in a particularly difficult business climate.  A media briefing was the natural choice for the announcement and unveiling of the new premises to business journalists and suppliers.

In support of the new facility investment, Auckland Mayor Hon John Banks was invited as keynote speaker, along with the international guests, Amadou Diallo, CEO DHL Global Forwarding South Asia Pacific, and Tony Boll, CEO DHL Global Forwarding South Pacific, who made the trip to New Zealand to address guests gathered at the Stamford Plaza in downtown Auckland

Results

DHL’s investment announcement received positive feedback and coverage in numerous media channels. 

TVNZ’s NZI Business featured Amadou Diallo discussing the capabilities of the new high-tech hub, and screened footage of the new premises in action.

The launch also gained good print coverage, with articles in the National Business Review, Southland Times, The Dominion Post Weekend, The Press and Manukau Courier.

Online media played an important role in helping DHL reach audiences in New Zealand and internationally. The announcement graced the screens of stuff.co.nz, nzherald.co.nz, arabiansupplychain.com, veintepies.com (Spain), procurement-online.com, forkliftaction.com and shippingindustry.com among others.

Jack gets stuck into a good book. Image courtesy of North Harbour News, By Caralise Moore

The NZ owned book and stationary group were looking for 12 bright bookworms to become the nation’s kids choice reviewers.  Each reviewer would receive a monthly book pack to be read, reviewed and posted online for other children to access and also critique.

Open to three age categories, 7-10, 11-12 and 13-16 years olds, Paper Plus was inundated with over 500 applicants for this very special job!

Results

The Kids’ Choice Reviewers initiative received great nation-wide community coverage with young readers becoming stars overnight.

The Alexander Communications team spread the word about this exciting and engaging campaign to schools, education publications and to local papers.  Some of the coverage received was seen in the Hutt News, Kapiti Observer, The Daily Post, Education Weekly and in the Mt Roskill Intermediate school notice!

We also secured a 90FM radio interview of one of the selected book reviewers; Jordan Willis-Love, a 10 year old student from Waterloo Primary School got her first taste of fame commenting on her experience and interest in reading and reviewing.

Click on www.paperplus.co.nz/kids-club/reviews/ and enter the interactive website where young readers can read our Kids Choice Reviews, discover new books and post their own comments.

Congratulations to our 12 Kids’ Choice Reviewers and to all the young readers around the nation…keep up the good reading!