Rainger & Rolfe is pleased with the brand positioning campaign they’ve just done for Radio New Zealand (or, as they now call it, RNZ). “It’s a strong campaign that communicates RNZ’s core values – quality of journalism, integrity, independence, excellence and professionalism,” says Ant Rainger.
“With an initial focus on OOH, social and digital channels, the creative strategy has been designed around key presenters and an intent to faithfully represent what RNZ stands for,” he says.
“Ultimately the new campaign is designed to promote RNZ as New Zealand’s best source of thought-provoking, high quality programming, particularly news and current affairs” says Ant when asked to address the key objective.
RNZ head of communications John Barr agrees: “Our research tells us that existing audiences place a very high value on our unique content but many New Zealanders remain unaware of who we are or where to find us.
“People like to think for themselves and their expectations about how to access quality content are changing. RNZ is responding to that shift by providing services to new audiences across multiple platforms.
“The new Checkpoint programme with John Campbell is an example of how we are looking to innovate and try new things. New people and new platforms enhance our traditional services but we can no longer rely on word of mouth to promote such compelling content.”
CREDITS
RNZ: John Barr, Carol Hirschfeld, Glen Scanlon, Megan Whelan
Rainger & Rolfe: Ant Rainger, Stella Terrell, Hugh Walsh, Darryl Parsons, Quentin Pfiszter, Lew Bentley, Lauren Proud.
Starcom: Alistair Jamison, James Cartwright, Alicia Tutty.
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