2016 was a big year for leading Wanaka optometrist Danielle Ross. She re-branded her Wanaka practice, Eyes on Ardmore, to OCULA, and opened a second boutique in Queenstown.
Scope Media has been supporting Danielle and her business with PR and communications since 2015, and we were excited to help unveil her new OCULA brand to the Wanaka and Queenstown markets.
The challenge for us was to generate public awareness and buzz around the two activations – ensuring the Wanaka public and clientele knew of the name change and that Queenstown became aware of the new boutique.
Our approach integrated traditional and online PR, as well as managing the marketing spend to support the overall strategy. We generated ideas for the two launches and promotional activity for each event, and identified influencers. We invited VIPs and media and managed social media for both events. Both nights were well-attended and social media activity was strong with the use of the #OCULA hashtag and 60% of attendees checking-in to the OCULA Facebook page.
We also successfully reached out to Facebook directly to clear hoops so that the page name could be changed to OCULA.
Traditional media activity around the launches netted stories in Mountain Scene, stuff.co.nz, Otago Daily Times, Radio Wanaka and QT Magazine.
OCULA continues to introduce new services to the market and our ongoing PR work with Danielle and her team ensures stories are published in a variety of targeted media.