Case Study


Local & Influencer Marketing Campaign Case Study: Orbus



The Project:

Orbus officials

The Goal

This hyper-local campaign turned attitudes and got Queenstown on the bus.

With just two months from awarding the tender for a new $2 bus service to rubber on the road, the challenge was to shift mindsets from ‘drive everywhere’ to #betterbybus. Scope Media and our client Otago Regional Council, in partnership with QLDC and NZTA, tightly targeted the 20,000 Queenstown residents through a fully integrated PR and marketing campaign: if locals got on board the visitors would follow.

Though a small community, Queenstown is active on social. A social media influencer as brand ambassador, LOLworthy videos on pain points of driving, and face-to-face engagement, resulted in a doubling of passenger trips in the first month.

Scope Communications managed the full delivery of the campaign – including community engagement, press releases, media relations, advertising creative, digital marketing, social media management and stakeholder relations.

Drive brand awareness and engagement for ORC over a two-month period:

Aim: Positive coverage in traditional news media: 1 x TV, 5 x print, 10 x online

Actual: 1 x RNZ (Live on Morning Report and package for Checkpoint), 2x TV (supply footage to Newshub and TVNZ), 1x online TV news (South Today), 10 x print, 30 x online.

Positive online traditional media sentiment: 64.10%, Neutral: 17.95%, Negative: 17.95%.

Positive social media sentiment: 78.68%, Neutral: 15.44%, Negative: 5.88%

Drive organic social media reach over a two-month period:

Aim: 100,000 impressions, 2000 engagements, 1000 Facebook Likes
Actual: 373,560 impressions, 4576 engagements, 338 clicks and 1476 likes (from 0 as at October 16). Of this number, 1151 likes were organic, 336 were paid.

Scope Media was a finalist in the Best Integrated Campaign category in the 2018 PREScom Awards for this campaign.


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.