At the Public Relations Institute of New Zealand (PRINZ) Awards in Auckland last week, Scope Communications won bronze in the fiercely contested Best Use of Media Relations category.
It’s the first time Scope has won an award for this category, which is typically dominated by major PR consultancies in larger centres. Scope has previously won the PRINZ Best Small-to-Medium PR Consultancy of the Year award (overall winner in 2025 and 2022, and Silver in 2024).
Scope led the entire process for the private sale of the historic Cardrona Hotel – from strategy, planning, media buying, digital marketing, stakeholder relations, media relations and storytelling during the short sales campaign from July-August 2025.
From the perspective of media relations, what made the campaign stand out was Scope’s ability to anticipate the many story opportunities that could be generated when the hotel went to market, Scope Communications managing director Celia Crosbie says.
“As former journalists ourselves, we were able to carefully develop and secure stories for our client to gain maximum exposure over the sales period. We led a highly strategic media relations campaign designed to generate national and international attention for a private transaction – without compromising commercial sensitivity. Through disciplined use of embargoes, exclusives and tailored story angles, the campaign transformed a property sale into a sustained news cycle.
“Over six weeks, earned media coverage reached five million people across tier‑one broadcast, print and digital outlets, positioning the Cardrona Hotel not simply as a business for sale, but as a cultural landmark passing to new custodians. However, no one anticipated the amount of global attention that the story received – we even heard that news made the headlines on a cruise ship in the Mediterranean.”
The impact of the campaign was felt most when the-then Cardrona Hotel owners successfully sold their beloved business to a new ownership group, a couple of months later.
Feedback from the independent judging panel says: “A very considered campaign that delivered great results for the client. This entry showed a great approach to a specific brief with good strategy and tactics.”
Crosbie says this campaign was a complete team effort, involving every single person at Scope – including Rebecca Williamson, Steph Johnstone, Abbie Barnes and Monique Wijnen.
“We are thrilled to take home this award. It’s an honour to be recognised again alongside the best in the business – this time in a category that’s tough to even become a finalist.”
