Informer 320: 18 February 2016

From the end of March we’ll be kicking off a marketing campaign to target holiday homes without a Chorus connection.

What's happening?

We believe that the surge in video on demand and uptake of applications, like remote security monitoring, will start to see more New Zealanders wanting broadband at their holiday homes.

In order to stimulate the market and generate some warm leads for you, we’re rolling out a six week marketing campaign to promote fixed broadband connections in the following areas:

• Coromandel – Pauanui, Tairua, Whangamata, Whitianga and Matarangi
• Omaha/Mangawhai Heads
• Wanaka/Queenstown

What's the detail?

We recently conducted a survey with Bookabach, which has shown that 56% of holiday homeowners would like a broadband connection and 37% would extend their holiday by more than one week each year if they could work remotely via broadband at the bach.*

As a result we’ll be targeting the holiday home segment between 21 March – 30 April using a combination of mobile, digital (Bookabach, Trade Me and Metservice), social media (Facebook, Instagram and Neighbourly) and direct mail advertising.

Marketing in this way is a new initiative and we’ll be closely monitoring the results. Ultimately, we’re aiming for an increased awareness of the need for broadband while away from home and awareness of the broadband options on our network that are currently available to holiday homeowners in these areas.

*Survey conducted in February 2016. Samples size consisted of 799 holiday homeowners

Who do I contact?

If you would like to consider doing your own simultaneous campaign in these areas we may be able to support you with data. Please talk your Account Manager if you’d like to know more.