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#011, September 2020 —
Welcome to the September edition of The Frame
As we speedily approach the fourth quarter, steady demand indicates a recovering Out-of-Home market. Occupancy for our highest-quality digital locations including Ponsonby Road, Khyber Pass, Parnell Overbridge and Nelson Street, is over 80% for September and October, proving that quality (unobstructed, impactful touchpoints in desirable, high traffic locations) is valued for campaigns where awareness and engagement are the main objectives.
While many transactions continue to be short-term, we recognise that a transition to focus on 2021 is vital. This month, the strategy team at Dentsu led the JCDecaux sales team in a session to help build the foundation for our 2021 plan. This, in conjunction with your feedback from the JCDecaux CONSULT survey, has been hugely beneficial in identifying fundamentals to address in the new year. We hope to share more over the coming weeks about the key areas of focus for change and improvement.
Regards,
Gary Rosewarne
Sales Director, New Zealand
Airport traffic update —
Domestic travel soars as restriction levels drop
Two of New Zealand’s largest airlines have bolstered their domestic travel offerings in response to Prime Minister Jacinda Ardern’s 14 September announcement that seating restrictions on domestic flights have been lifted.
Air New Zealand, which is currently operating at 85% of its pre-COVID capacity, marked the announcement by releasing 180,000 of its “cheapest fares”, with more than a third of the reduced fares selling within six hours of release. The carrier is also operating 1,000 more flights over the October school holidays, compared with the July break, to meet the increase in consumer demand.
Following a four week suspension of all flights, JetStar announced the resumption of six domestic flight paths – or 60% of its pre-COVID operating schedule – effective 17 September.
These announcements mark a critical step forward for the recovery of New Zealand’s domestic tourism industry.
Source: RNZ, CH Aviation, NZ Herald
Road traffic update —
Auckland traffic rallies
As anticipated, the easing of restrictions to alert level 2 in Auckland has seen traffic volumes rally strongly this month.
Vehicular traffic reached 93% of capacity versus the same time last year for the period between 14-20 September, marking three consecutive weeks of volumes above 90% in what has proven to be a swift recovery from August’s level 3 restrictions.
As Aucklanders continue to migrate back to schools and workplaces, it is expected that vehicular movement across the city will steadily increase towards pre-COVID levels.
Visit the OOHMAA website to read more.
Source: OOHMAA
Building brands —
Marketing in a recession: Why quiet is a dangerous path
New Zealand has entered its first recession since 2008’s global financial crisis, however the UK’s Institute of Practitioners, as well as expert marketers Peter Field and Rob Brittain, are stressing the importance of not ‘going quiet’.
Black Friday to kick off retail surge
It's that time of year again!
Black Friday, which this year takes place on Friday 27 November, has rapidly become a juggernaut on New Zealand's retail calendar, with more and more retailers jumping on board each year.
The retail sales events of Black Friday and Cyber Monday, collectively branded as "Cyber Weekend", has had a considerable impact on the spending habits of Kiwis, who are kicking off their shopping earlier in the build up to Christmas.
In 2019, retail spend on Black Friday eclipsed that of Boxing Day by $100 million, and with economic uncertainty prompting Kiwis to adopt a more considered approach to spending this year, we can expect this trend to continue.
+28%
Increase in spending on Black Friday 2019 versus the previous year
$253M
Retail spend on Black Friday 2019
29%
of Kiwis plan to spend in the 2020 Black
Friday sales
Source: Scoop, Paymark, Stuff
Campaign inspiration
Best Globally —
Netflix’s global 'One Story Away' campaign harnesses the impact of Out-of-Home
Netflix has gone live on JCDecaux sites globally to display its ‘One Story Away’ campaign, which endeavours to promote the power that
great storytelling can have on individuals, with a range of unique, and incredibly eye-catching creatives.
Best Locally —
Maccas dynamic Digital Large Format campaign inspires Kiwis to get peeling
To build hype for the annual Monopoly promotion, McDonalds have teamed up with the JCDecaux Creative Services team to launch a dynamic countdown and live feed across JCDecaux's national Digital Large Format network in New Zealand and Australia.
The results are in!
Once again, a big thank you to everyone who completed our CONSULT survey in July. We appreciate the time it took to do this and the honest insight that you provided.
We’re happy to share some early findings. It’s great to hear that you recognise the quality of our sites, especially our digital locations, and that for the most part we’re delivering on your service expectations.
Of course, there is always room for improvement. For the remainder of 2020, we will continue to respond quickly to meet deadlines and provide you with strategic and insightful responses to help you achieve your client’s objectives.
Please remember that you are welcome to provide feedback on the team’s performance at any time – just drop Gary a line. Going forward, we will be conducting a CONSULT survey every six months to ensure that we’re on track to becoming the best partner we can be.
We continue to look forward to any feedback you may have to ensure content is always relevant and engaging.
Many thanks,
Gary Rosewarne
Sales Director, JCDecaux New Zealand
