Global media exposure for Kiwi bungy brand

The Challenge

Kiwi adventure tourism legends AJ Hackett Bungy were asked to support one of their most die-hard bungy jumping enthusiasts in his quest to reclaim his world-record status for the most bungy jumps in 24 hours.

Auckland man Mike Heard had done the training and body conditioning, AJHBNZ had the operations dialled with a full crew in support, and Scope was on hand to help with securing media attention in the lead up to and during the event. Mike ended up smashing all previous records with 941 jumps and we helped AJHBNZ reach new heights in achieving major national and international media coverage.

Our Approach

With the event occurring right at the time when NZ media was covering the NZ General Election, we knew we’d need to put in the mahi for lots of proactive media relations well before the event. Partnering with our friends at Tourism New Zealand enabled us to work together to reach international outlets. But it was our on-the-spot support during the attempt, to obtain audio grabs, quotes and real-time updates that ensured journalists had what they wanted, when they needed it.

It was a real team effort – the AJHBNZ Marketing team were incredible too – they managed to break their own records in social media engagement, attracting almost 1 million viewers on TikTok over the 24-hour period.

Results

Proactive media engagement for the Guinness World Record attempt resulted in AJ Hackett Bungy New Zealand receiving 107 media mentions (in major New Zealand and Australian media) between October 9-17:

• FM radio – 47 mentions
• Online – 22 mentions
• Newspaper – 20 mentions 
• TV – 18 mentions  

The cumulative potential reach of these media mentions was 5,897,705 and the combined advertising space rate (ASR) was $472,263 NZD.

We also secured international coverage in major media outlets in Australia (primetime on ABC News and 6PR Perth) as well as media in the Philippines, India, China, France, Spain and the United Kingdom.