|
BankDirect
(Primary Media: The New Zealand Herald)
Product launches and key announcement success stories.
Background:
BankDirect required a thorough media exposure programme to be maintained through the course of the year.
PR projects Markom were involved publicising included the bank's $3 million online home loan tender', introduction of a 'virtual cheque' service and general profile building for the general manager of BankDirect.
Strategy:
Produce press releases with 'cut through', targeting prime time television, metropolitan daily newspapers (business section), trade & general circulation magazines; daily & weekly newspapers; news syndicates; Internet news services & e-zines.
Objectives:
To generate widespread consumer interest for BankDirect products, businesses and website.
To compose effective, professional media releases and feature pitches that attract the attention of editors, reporters and producers nationwide.
Media Target:
Primary target media: New Zealand Herald
New Zealand's largest metropolitan daily newspaper with a circulation of 214 000 readers.
Results:
The innovative $3 million online home loan tender gained significant exposure including:
A television news story on the innovativeness of the tender - a 'first' for a bank ever in New Zealand - featured on both TVNZ Breakfast and TV3 primetime news.
A front page teaser in the business section the New Zealand Herald - followed by inside coverage on page 3.
The launch of 'virtual cheque' atttracted wide media coverage throughout New Zealand and publicised in most major metropolitan dailies throughout the country.
Comprehensive coverage in the New Zealand Herald and National Business Review boosted the profile of BankDirect's general manager.
Click here to go to 'Client Showcase' for more information on BankDirect
See examples of clippings below.
|