Scope Media
Sharing Your Stories

Case Study

NZSki

Helping New Zealand’s leading ski resort owner with positive media relations, crisis communications, communications strategy and brand awareness.

NZSki Limited and Trojan Holdings have worked with Scope Media over the past year to provide advice and guidance on publicity opportunities, media relations and crisis communications.  We have found Scope Media to be available, attentive, trustworthy and structured in their advice.  They have an exceptional understanding of various media channels and have proved to be adept in predicting media line of enquiry on a range of issues.  In addition, we’ve appreciated how well connected Scope Media have proved to be, which has been instrumental in us achieving positive publicity to support our wider marketing strategies.

Paul Anderson
CEO
NZSki

The Goal

Scope Media was engaged by NZSki to manage communications and PR activity for the 2019 winter before they recruited a permanent communications manager. Our approach was to help maintain positive brand awareness through proactive media stories across a range of channels.

During this period we developed a series of media pitches, held a media event, issued press releases and supported the on-mountain media teams at Coronet Peak, The Remarkables and Mt Hutt with content creation and messaging. We were also on hand to assist the management team with crisis management and associated media relations.

We are delighted to remain involved with NZSki, assisting management and the marketing team with communications strategy, special projects and crisis communications.

The Results

  • 521 mentions over four-month period across print, radio, TV and online media.
  • This coverage reached a cumulative potential reach of 11,986,996.
  • Positive sentiment far outweighed neutral or negative sentiment, with verified positive sentiment having a total volume of 137 mentions. Corresponding potential reach was 4,465,093 and AVE value of NZD $365,256.
  • We are proud to be a valued extension of the NZSki marketing team, with ongoing work continuing after the fixed-term period.
  • AVE of NZD $1,006,626.
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Client
NZSki
Collection
Communications
Crisis & Reputation
Media Relations