Thrive PR + Communications

GALLERY NZ

As one of New Zealand’s leading print brands, Thrive delivers strategic comms counsel to help strengthen Brother’s position as ‘a brand for business’. With B2B, internal and external communications expertise, Thrive works on a variety of communications initiatives from specialist content to drive lead generation, industry research, brand announcements to internal communications support.

MONSANTO (ONION INNOVATION DAY)

Thrive has held a long-standing relationship with Monsanto, supporting them to deliver industry launch events and create awareness of new products. At the beautiful Pukekohe onion breeding station in Auckland, NZ, Thrive managed an all-day launch and official opening event for over 80 farmers and industry leaders across NZ, Australia and the US. Along with full event management, media coverage was also secured in the NZ Herald, SeedQuest, Countrywide, Agribusiness and Farm Trader publications.

COMMERCIAL BAY

NZX-Listed Precinct Properties tapped Thrive to announce two international food and beverage partnerships for its world-class, waterfront shopping destination, Commercial Bay. Thrive carefully selected our most influential foodie and local media to break the news of world-leading hospitality design firm AvroKO designing its 700-seat food hall, and its sister company bringing Saxon + Parole to our shores. Thrive were also tasked with the ‘surprise’ announcement that Mimi Gilmour, Al Brown and Josh Emett will all launch projects in Commercial Bay. Coverage was secured across The Herald on Sunday, NZ Herald, The Denizen, Concrete Playground, Urbis, Heart of AKL City and more.

SCULPTUREUM

Thrive was tasked with creating an impactful launch campaign for Sculptureum - Auckland’s world-class tourism destination in Matakana, Auckland. By engaging New Zealand’s most influential media and social media heavyweights, Sculptureum quickly gained a reputation as a must-see Auckland experience. From launch we’ve continued to promote all that Sculptureum has to offer, and as a result have gained television coverage on TV1’s Sunday, Breakfast and Australia’s Sunrise show along with VIVA, NZ House and Garden, Mindfood, Cuisine, NZ Gardener, Denizen, NZ Life & Leisure, Simply You, Sydney Morning Herald and Melbourne Age’s travel insert, The Traveler to name just a few.

KMART WISHING TREE APPEAL

Thrive was challenged to created an integrated media relations, influencer and social media campaign that reinforced Kmart’s commitment to helping communities in need.

In collaboration with the Salvation Army, the Wishing Tree Appeal was launched at a media event at Kmart’s Petone store and through a targeted media approach obtained a feature story spot on TV3’s The Project. Following this, the awareness of the campaign spread across NZ with coverage across national news, radio and lifestyle publications.

SPOTLIGHT NATIONAL CRAFT MONTH (NZ)

Spotlight National Craft Month’s core objective was to educate consumers that crafting isn’t just for the older generation. We engaged media at local level to elevate human interest and community stories, while ensuring a national approach around the resurgence of ‘crafting together’.
Thrive engaged national print, broadcast and online media by strategically utilising seasonal angles. Thrive also managed a tiered social campaign, including developing content (video and written), with paid and unpaid influencers.

Coverage was achieved in leading metro publications, parenting publications and national fashion and lifestyle media.

TRIUMPH - EMPOWERMENT MENTORS

This campaign was built around generating awareness of the iconic brands’ new identity, #TogetherWeTriumph, rooted in the values of collective female empowerment.

Thrive developed an influencer engagement strategy, identifying three social media superstars across New Zealand and Australia who represented Triumph’s renewed brand values. These influencers became Triumph’s “Empowerment Mentors”, supporting new announcements, sharing authentic, inspiring content promoting body confidence and celebrating Triumph’s campaign rooted in the power of women supporting women.

Charged as the voice and advocate of the #TogetherWeTriumph campaign in New Zealand, Makaia Carr’s authentic content heroed Triumph’s values and as a result she reached over 180,000 Kiwi women, with nearly 15,000 engagements across social channels and over 50,000 Instagram story views.

THE CADENSHAE COMMUNITY

#thecadenshaecommunity was created by Thrive NZ as a platform to drive an impactful influencer and media outreach strategy to tell Cadenshae’s unique brand story.

This saw key influencers and fashion editors answer personal questions about their experiences of motherhood, which were then shared across their social channels and featured on the Cadenshae blog.
Thrive then further celebrated The Cadenshae Community by inviting influencers to a BarreFigure event where they took part dressed in Cadenshae activewear, followed by a lunch where guests could mingle and share their positive experiences with the product.

The Cadenshae Community was a new approach to activewear exposure adding a personal element to influencers’ product experience. This drove real, relatable consumer opinion of Cadenshae as the ‘go-to’ activewear brand for new and soon-to-be Mums.

MELT BY NEW ZEALAND NATURAL

Thrive was tasked with creating buzz around the launch of MELT by New Zealand Natural, Emerald Food’s pop-up concept store in Auckland’s Viaduct basin. An extensive media launch plan was created and executed, then - to sustain attention - Thrive developed an engagement centred around a variety of local and community focused events, as well as media and influencer activity for key milestones and limited edition product offerings.

MELT by New Zealand Natural was so successful as a pop-up, it has since become a permanent fixture, every day filled with locals and tourists alike.

SUBWAY - ACTIVATION SUBS4CYCLISTS

Thrive was asked to bring the partnership between Cycling New Zealand and Subway to life, highlighting how the beloved international restaurant brand is the national sponsor of Cycling New Zealand’s performance hub programme, which provides resources to up and coming athletes before they turn elite.

We designed and executed a brand activation that tapped into the cycling community; performance hub athletes served up a free Subway breakfast to the early morning cycling community on Auckland’s Tamaki Drive.

In addition to managing the activation, we created and developed bespoke Subway stickers for bikes; coordinated an Olympic winning bike display with a Cycling New Zealand staff member on hand to explain Subway’s national sponsorship of Cycling New Zealand; and implemented a tailored pitching program that focused on both pre- and post-event coverage.

SUBWAY - INTERNAL COMMS THE FRANCHISEE TOOLKIT

When Subway became the national sponsor of Cycling New Zealand’s performance hub programme, which provides resources to up and coming athletes before they turn elite, Thrive was tasked with communicating the partnership to Subway’s network of Kiwi franchisees. The most important element of the brief was to create communication channels that would highlight how this important group of stakeholders could engage with and leverage the sponsorship.

We developed a comprehensive franchisee toolkit that explained the partnership and encouraged local Subway stores to get involved in performance hub launches and Cycling New Zealand events. The toolkit included an in-depth overview of the sponsorship, local media and event contacts, and templates for press releases, activation plans and social media posts.

ROTHKO

In addition to raising the profile of New Zealand’s most exciting new tourism destination, Sculptureum, Thrive was tasked with introducing the on-site restaurant, Rothko, to press. Our F&B team created and executed a tailored media engagement plan which resulted in international coverage that highlighted Rothko as one of New Zealand’s most compelling new restaurants and executive chef Jarrod McGregor as one of the best new chefs in the country.

TRIUMPH NATIONAL FRIENDSHIP DAY

Thrive was asked to create buzz around Triumph’s new brand messaging “Together We Triumph”, which led us to identify National Friendship Day is an international holiday which was fitting to align alongside. We engaged Brodie Kane as our Triumph National Friendship Day ambassador, and then worked closely with Brodie to develop bespoke content across The Hits and her social channels.

TRIUMPH TRIACTION

Thrive bounced into action with both offices across the Tasman raising awareness for Triaction by Triumph’s 'Certified Bounce Control’. While our Sydney team hosted a workout with supermodel Jess Hart, the Auckland team created an energy-filled event at Auckland trampoline gym Uptown Bounce.

We fitted each of the invited media and influencers with a Triaction by Triumph bra, before model and influencer Nikki Crerar led an intense trampoline workout. The event garnered extensive coverage across media and social, while giving our invitees the chance to truly test the product - and its bounce capabilities.

SPOTLIGHT WARMING HEARTS

Thrive’s Auckland team identified Kiwi charity Warming Hearts Trust as a fitting CSR partner for our client Spotlight. Warming Hearts Trust is a charity with a vision of ensuring every New Zealand baby goes home warm and stays warms. After facilitating the partnership, we created a plan around “World Knit in Public Day” where Spotlight stores invited New Zealanders to participate in a series of in-store events. Most notably, customers right across New Zealand created hundreds of knitted blankets and essential items of clothing that were then donated to Warming Hearts and gifted to families in need. The bundling day following the donation drive was Warming Hearts’ largest yet.

HASBRO TRIVIAL PURSUIT

To celebrate the New Zealand launch of the special 40th Anniversary Ruby Edition of Hasbro’s Trivial Pursuit, Thrive delivered an influencer-led campaign that created buzz around the iconic board game. To foster genuine connections with our recipients and to cut through the clutter, we researched each of our influencers and worked with our content team to create bespoke Trivial Pursuit cards featuring influencer photos and fun facts. This resulted in fantastic coverage across social media.

SPOTLIGHT QUEENSTOWN

Spotlight recently opened in stunning Queenstown and Thrive’s NZ-based team were tasked with introducing the retailer to the mountainside community. We created and executed a local media relations plan, working with outlets across Queenstown and the wider Otago region in a 1-on-1 capacity. We also leveraged in-store activity across the local media network. Our outreach seeded excellent relations with local media and stakeholders and Spotlight was welcomed with fanfare.

CISCO CONNECT

Cisco Connect is a customer-focused event held in Auckland and Wellington each year and Thrive was tasked with leveraging event activity in the media. Our approach was two pronged - first we storymined the content that was being presented, which led us to create and execute a pitching strategy around microcredentials research (released in partnership with Victoria University and the University of Waikato). This garnered extensive industry coverage.
The second element of our strategy was to leverage the event’s visiting keynote speakers. We successfully generated media opportunities centred around thought leadership for these individuals, while highlighting Cisco’s position as a global leader in STEMM, data security and privacy.

RESCUE RUN

Rescue Run is a fun, and challenging, team-focused fundraising event that raises money for five life saving emergency services - St John (Northern Region), Coastguard (Northern Region), FENZ (Helensville Volunteer Fire Brigade), Land SAR (Auckland), and Surf Lifesaving Northern Region; as well as the Secondary School Division (in association with Datacom) that supported Youthline in 2018. Thrive was tasked with increasing awareness of The Rescue Run 2018; generating sign-ups; and raising public understanding of the services of vital life saving charities.

Thrive also hosted key media at the official launch of Rescue Run 2018, the Breakfast for Heroes. This stakeholder event debuted exciting new initiatives to support teams’ training and fundraising efforts, and announced the new Youthline School’s Division.

MOVENPICK PAIHIA

When global ice-cream brand Mövenpick decided to open in New Zealand’s northern tourist town of Paihia, Thrive was asked to launch the store to the media and the community. Our goal was to drive positive sentiment in the township, so we hosted a community-led event where media, stakeholders and, most importantly, locals could experience the new store and its ice-cream.

Instead of a traditional ribbon cutting, we created a “First Scoop” moment where Northland Mayor John Carter scooped the first cone in front of media, stakeholders and the Paihia business community. To celebrate the opening with the rest of the town, we arranged for an ice-cream cart outside the store to give away free cones to the community.