Colmar Brunton has recently launched a new division called Colmar Brunton Youth Insights. Director of Youth Insights, Spencer Willis, wanted to launch the new division with media exposure based on their most recent study.
The Wright approach
Wright Communications developed a two stage media strategy which targeted mainstream media to launch the new division and showcase a good example of the research. Wright Communications focused on a study which was undertaken to show the generational divide between teenage sons and their fathers. The survey revealed that New Zealand males unanimously found the former TVNZBreakfasthost, Pippa Wetzell, to be the country's most desirable woman. The study also revealed that, despite expected generational differences, dads and their sons are both concerned about the same issues.
The resultant media coverage onBreakfastand in theNew Zealand Heraldallowed Colmar Brunton Youth Insights to be launched successfully and to be seen as the experts when it comes to youth research.