Access to New Zealand’s natural environment is at the heart of the Kiwi way of life and part of our cultural heritage. The New Zealand Walking Access Commission is the Crown entity that plays a lead role in protecting this heritage by promoting access to the outdoors. The Commission works with landowners and rural communities to improve public access, and also provides the general public with information about access rights and responsibilities.
As part of its efforts to educate and inform the public, the Commission developed the Follow the Kiwi Way website. The site promoted the value of the great outdoors; how to enjoy outdoor experiences while staying safe; and responsible behaviour.
Promote the Follow the Kiwi Way website and the New Zealand Walking Access Commission’s key messages about the outdoors.
Last Word designed a half-page advertisement on how to follow the Kiwi way in the April 2016 edition of Air NZ’s Kia Ora magazine. At the time of publication, the magazine’s circulation was 46,000 and its readership was 344,000. As part of its brief, Last Word researched the ad’s target audience, namely New Zealanders and international visitors intending to access the outdoors on their holidays.
The ad, which ran with the title “Heading outdoors on your travels?” highlighted the importance of behaving respectfully and responsibly towards others, and towards the environment, while accessing New Zealand’s outdoors. It also encouraged people to visit the New Zealand Walking Access Commission’s Follow the Kiwi Way website to find out more.
Last Word worked closely with the New Zealand Walking Access Commission to design an advertisement for the Air NZ's Kia Ora in-flight magazine. The ad promoted key messages from the Outdoor Access Code and provided the web address of the Follow the Kiwi Way website for those seeking more more information.
“I worked closely with Last Word for over five years during which time our communications objectives and demands evolved quickly and were very diverse. Last Word provided strategic advice and was adept at identifying and responding to customer needs with innovative options, solutions and proposals. Last Word is very responsive to client needs and works extremely assiduously to meet timelines and communication objectives. Last Word was highly regarded and trusted and I was confident in engaging it to represent the Commission to third parties. Last Word has the skills and experience to respond to client needs ranging from the strategic to the ‘business as usual.”
Mark Neeson, former chief executive, New Zealand Walking Access Commission