Talent attraction campaign for the Queenstown Lakes District

Helping Queenstown Lakes District diversify its economy

The Challenge
Home for Healthier Business was a talent-attraction pilot project designed to encourage a small number of entrepreneurs and team-builders to move to the Queenstown Lakes District in 2021, to create new diverse industries and ultimately recruit locals after the economic crisis brought by COVID-19.

Our Approach
Our strategy was to appeal to hearts and minds of our audience through a communications programme that tells the stories of those who have done/are benefitting from better health (personal and/or business); and an onboarding process that makes it incredibly easy to do (soft landing).
Through strategic thinking, quality authentic owned content – shared via social channels – media relations and a one-of-a-kind website used to attract and convert the target audience, we created a local and national conversation while gaining community acceptance of the initiative on behalf of our client, Queenstown Lakes District Council.
The Home for Healthier Business website and Knowledge Base is the first of its kind in New Zealand. It’s a bespoke online resource containing hyperlocal knowledge and inspiring, authentic case studies used as tools to attract potential team builders – and provide resources to support the Salesforce to spread the word for us.

The Results
Not only did we generate 25 national media articles in the first two days of campaign launch, the message reached 50% of the ‘team-builder’ target number within the first two months – with the EDU talking to several ‘hot leads’.
Its uniqueness piqued the interest of media and positive coverage helped reach a wide audience.
The Knowledge Base not only answers questions team builders and families ask, it’s also the start of an informative and educational process that helps shift perceptions and sparks social good: team builders feel welcomed into the community and the locals embrace the newcomers.

GOAL: Influence 10-15 team-builders to the district

• EDU was talking to seven “hot leads” after just two months.

GOAL: Generate widespread, meaningful media coverage and awareness

• 30 pieces of media coverage, including x13 broadcast items
• Case studies featured in 10x media articles
• 100% positive sentiment
• Case study views: 1500 total views in two months

GOAL: Generate 50 enquiries via the website and stakeholder relations after media launch

• 258 sign-ups, 168 new contacts (144 from NZ), 16 key leads. 11 booked 1:1 calls with EDU as a result of media launch
• Average time on site 4.8 minutes
• 10,909 total webpages viewed in two months

GOAL: Develop advocates among stakeholders/Salesforce through regular communications

• 75 people attended stakeholder briefings in Queenstown and Wānaka
• Onsite resources accessed 9135 times, 258 downloads from Knowledge Base
• 10x Salesforce advocates identified and relationships formed

Scope Media won a Silver Pressies Award in the Best Use of Media Relations category in 2021, for this campaign.