TravelSIM was a product with a good track record in Australia and Europe, but unknown in New Zealand. The company engaged Wright Communications to launch its product, a pre-paid mobile phone sim card offering very low global roaming charges, in the consumer market.
The Wright approach
Wright Communications identified key business, technology, travel and consumer media to educate about the need for the product in the New Zealand marketplace. A tailored media strategy detailed ongoing announcements on TravelSIM as it partnered with retailers and continued to grow its market share.
Wright Communications secured an interview for the chief executive of TravelSIM NZ, James Currah, on TV3 News. Articles were also published in The Dominion Post, Waikato Times, Nelson Mail, Sunday Star-Times and The National Business Review. Key travel trade publications also published articles including Travel Memo, Travel Today and e-Travel Blackboard. Wright Communications also gained product placement in key consumer magazines including KiaOra, Good Health, NZ Corporate Traveller and Let's Travel, plus weekend newspaper supplements Herald on Sunday's Detours, Sunday Star-Times's Escape and Sunday magazine.