Case Study
Unveiling a major local snow sports asset to the community
Client:
Snow Farm
The Project:
The challenge
Snow Farm – the only public, not-for-profit ski area in the Queenstown Lakes District – was ready to announce the official opening of its new base area in August 2024, after fundraising more than $750,000 to complete the project.
Scope Communications supported the Snow Farm team with the successful opening of Musterer’s Hut in 2022, so we were given a similar brief for the new base area: the same level of media interest and results, but focusing on a different building project.
With former prime minister Helen Clark and Southland MP Joseph Mooney among dozens set to attend the event, and with several strong news hooks in the launch, we knew media outlets would be interested in this story.
Our approach
Taking a proactive media relations approach and working collaboratively with the Snow Farm team, we invited local journalists to attend the opening, as well as developed several exclusive story pitches. We also detailed the project in two media releases, designed to support media who were unable to attend the event.
The Snow Farm team elevated the overall experience and generously offered journalists the chance to take part in a complimentary ski lesson, as well. In the end, more than half a dozen reporters confirmed they would attend the opening.
Unfortunately, due to snow weather conditions, a few journalists were unable to attend on the day. However, by having our Scope team on-site, we were able to conduct interviews on their behalf, which meant they would still have exclusive content for their respective stories.
Results
Proactive media engagement resulted in excellent coverage,with Snow Farm receiving a total of 19 media mentions between August 8–30, across a wide mix of TV, radio, newspaper and online outlets – including, 1News, Otago Daily Times, Tourism Ticker, Lakes Weekly Bulletin, Wānaka Sun, Wānaka App, More FM and The Hits.
The 19 media mentions came as a direct result of the two media releases, and three exclusive media pitches. The cumulative potential reach from these media mentions was 182,763 and the combined advertising space rate (ASR) was $138,401 NZD.
It was a pleasure working with the great team at Snow Farm once again to help them achieve more brand exposure. We were stoked to receive this comment from Snow Farm GM Sam Lee: “You guys smashed it this year.”
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Services
About Scope Communications
Scope Communications 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.