A small PR project with solid results

Posted by Ruth Atherley of AHA Creative Strategies on April 09th, 2013

Trenz_logo_nauticalHere at AHA, we are preparing to head to New Zealand for the 5th year of TRENZblog, the social media campaign that has us blogging and tweeting from the country. First, as we check out areas on a familiarization trip (this year it’s Wellington, the Marlborough region, and the Christchurch & Canterbury region), and then from TRENZ, New Zealand’s largest travel trade show.

We are always excited to head back to New Zealand – it’s a fabulous place. The beauty of the country is breathtaking and each region has its own unique charm. And the people of New Zealand are exceptional. Friendly, welcoming and more than a little bit cheeky.

Five years ago, TRENZblog was a bit of a leap of faith on the part of Tourism New Zealand. In 2008, the online world was just finding acceptance in the mainstream. In fact, five years ago I had the opportunity to interview New Zealand Prime Minister John Key and I was the first travel blogger to be granted an interview with him.

TRENZblog has now become a bit of a “regular” connection between trade media and New Zealand tourism operators. This project is a resource in providing trade media and travel trade professionals with timely and relevant information about tourism activities in the country.

We have recently been working on several proposals and that always makes us take a look at ourselves as communicators and what and how we do things. TRENZblog is a good example of seeing a shift in the landscape and moving that way. We recognized that the online world and social media were game changers when it came to PR and strategic communication and we knew that in order to serve our clients well, we had to evolve. TRENZblog is one of those projects that could have easily slipped by without much fanfare. It’s kind of workhorse PR initiative. It’s not big and flashy and it likely won’t win us any awards, but it gets the job done – and it gets done well. TRENZblog produces results and over the past four years, we have measured and reviewed what we could do differently, what works and what doesn’t, how we can continue to improve.

We’re really proud of TRENZblog. It’s a good project that meets its objective. The fact that we get to spend time in New Zealand while we implement it is a bonus.

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