Skyline Queenstown: Sharing the stories of a tourism pioneer
In November 2017 Skyline Queenstown reached an important milestone in its history – the tourism pioneer celebrated its 50th anniversary.
Our goal was to excite and engage the Queenstown community about Skyline’s historic milestone while raising brand awareness nationally.
The challenge for Scope Media was to uncover the stories within the company, taking care that they represented and aligned with the key messaging themes for Skyline’s campaign: Pioneers and Pioneering, Inventors and Innovation, Tourism Leaders, Location, and People.
We worked with Skyline’s marketing team to develop these stories and then created a series of media resources and story pitches for local and national media. We also connected Skyline with media opportunities with Tourism New Zealand and Destination Queenstown. Coverage from our proactive PR contributed to brand awareness about Skyline’s celebratory community events.
Media exposure highlights include facilitating and securing a three-page feature story with Kia Ora (351,000 monthly readers), a story on TVNZ’s 1 News, articles in the NZ Herald and on Stuff.co.nz and sustained local media coverage in the lead up to the anniversary.
We achieved a 60.94% positive media sentiment during the campaign period. Neutral sentiment was 39.06% and there was zero negative sentiment. Social media sentiment around the 50th celebrations was 87.5% positive and 12.5% neutral. Potential reach from online stories was up to 3.25 million at the time of the event.
Skyline Queenstown reaching its 50th anniversary was a huge milestone for us. It offered a great opportunity to tell the story of our unique history as well as share our future plans for the next 50 years. Scope Media were great at shaping the different stories our research uncovered and delivering them to the right media outlet at the right time to help create momentum for the 50th campaign. We were particularly thrilled at them securing an editorial with Kia Ora magazine as well as a feature on TVNZ 1 News. Overall we were delighted to work with Scope Media, they delivered great results andwe would highly recommend them.