Tapping into the art of storytelling to create a premium lifestyle brand magazine for NZSIR.

Using the art of storytelling to create the ultimate in Owned Content

The Challenge
New Zealand Sotheby’s International Realty, a long-standing client of Scope Media, asked us to help recreate one of its definitive marketing tools, a self-published magazine called Property Style. Prior to the first ‘new’ issue in April 2021, Property Style was purely a listings tool, containing premium property listings exclusive to NZSIR and distributed to offices around New Zealand. Scope Media was given the task of coming up with the foundational editorial strategy and direction, and producing the content on an ongoing basis (Property Style is produced every two months).

Our Approach
We recommended the magazine reposition itself as the definitive guide for what’s current in home, living and the NZ property market, supported by a curated mix of editorial with a strong focus on lifestyle. Each section in the editorial section (approx. 30 pages at the start of the magazine) had a direct but subtle link to the NZSIR brand.
The end result is a beautiful publication printed on quality stock, distributed free-of-charge, containing ‘top-quality writing and engaging stories with Kiwi celebrities and leading NZ brands. It’s the first of its kind for New Zealand – no other real estate company in NZ produces a publication like this.

The Results
The results for this redeveloped magazine have been phenomenal for one of our biggest clients:

• Going from an initial 20,000 circulation nationwide to up to 30,000 nationwide and from four issues in 2021 to six issues in 2022: distributed to home letter boxes in all of their regions, into all 20 national offices and a further 120,000 digital editions to the company database and across digital channels.
• The new Property Style has been responsible for a “huge uptake” from vendors to exclusively list with NZSIR agents.