Case Study

Public relations

Mayoral Campaign Case Study: Glyn Lewers’ 2022 Win


Glyn Lewers

The Project:

A winning multi-channel mayoral campaign for Glyn Lewers’ 2022 win.
photo of Glyn

Glyn Lewers’ successful QLDC mayoral campaign

The Challenge

Campaigning to become the next mayor of the Queenstown Lakes District was going to be a challenge for any candidate, with strong competition, limited media coverage and voter apathy at an all-time high. To achieve cut-through across a wide range of ages and audiences (not just the few hundred who attend the Town Hall debates), a fully integrated campaign was required.

Our Approach

To complement the already-scheduled public meetings, Scope Media planned and delivered a tight, clean campaign that centred on Owned, Earned, Shared and Paid media during the 2022 local government elections. Glyn’s campaign was won by sticking to a simple but effective strategy: Timing is everything; Understanding our audiences; Highlighting Glyn’s USPs; and content that appeals to the voter. All delivered on a low budget that met the legal requirements of election spending.


  • Earned Media: 100% pick up rate for media release, including interview on RNZ’s Morning Report, page 1 pointer and page 3 lead in Mountain Scene, page lead in Wānaka Sun and coverage in other local media.
  • A purpose-built website (thanks to our friends at Swordfox) with a dedicated content hub
    • 2500 users between 1 August – 8 October, 2022
    • 838 link clicks through to website from social media posts
  • Social media (Paid was managed by Scope Media):
    • Posts reached nearly 35k people, engaged with 17.7k of them, attracted hundreds of comments and gained 300 new followers during the campaign. Engagement was high at 37.5%, on par with QLDC voter turnout.
    • 4022 minutes of video content viewed on social media
    • Paid: $1795 spent; Total reach 75,359, 194,569 impressions, 9800 clicks, CTR 5.12%.


About Scope Media

Scope Media is a boutique marketing communications consultancy that specialises in digital PR. The consultancy helps brands gain visibility through the power of authentic storytelling, personal connections and digital insights. Scope Media offers strategic communications, crisis communications and reputation management, community engagement and stakeholder relations, digital PR, media relations and media releases, editorial and special publications, website copywriting for SEO and digital advertising.