PRINZ 2024 Bronze Winner - Best Use of Media Relations
“One in Five – A Transformative Shift in Māori Data”
Client: Te Kāhui Raraunga
On 30 May, 2024, tens of thousands gathered to demonstrate the unity of Māori and relevance of Te Tiriti o Waitangi. Among the karakia and waiata was a powerful chant – “One in Five” – a significant new Māori population statistic, released in a historic first less than 24 hours before.
In 2024, Te Kāhui Raraunga (TKR) changed NZ’s data landscape forever with the release of 2023 Census Māori data.
TKR and Shine Collective executed a multi-faceted media plan for the first and second data releases, revitalising a ‘media staple’ event, highlighting underreported statistics, and reaching traditionally disengaged target audiences.
Our media strategy was driven by a simple guiding philosophy – to engage, inform, and excite Māori, whānau and iwi from across the motu about their own information.
PRINZ 2023 Silver Winner – Best Use of Media Relations
“Shifting the dial on child abuse”
Client: Child Matters
There is nothing more humbling than helping to raise the profile of the amazing mahi of child abuse advocacy agency Child Matters.
Most of us wouldn’t have the stomach for the types of things this team face on a daily basis – their fight for the protection of tamariki is one that sits at the very foundation of our values – so, it’s no exaggeration when we say it is a privilege and an honour to support them.
By providing articulate, credible commentary and building awareness on the solutions to child abuse, Child Matters and Shine Collective kept the topic on the mainstream news agenda consistently during 2022, forcing New Zealanders and politicians alike to take notice, engage and seek change.
PRINZ 2021 Gold Winner – Community Relations and Engagement
“Stamping out COVID with a digital handshake”
Client: Te Arawa Lakes Trust
New Zealand’s ongoing success at combatting COVID-19 – and ultimately saving lives – relies on identifying and isolating close contacts quickly and efficiently. While mainstream use of the NZ COVID Tracer app has gradually increased, there are disparities amongst vulnerable communities, including Māori.
To fill the gaps and develop a more equitable solution, Te Arawa COVID-19 Response Hub partnered with the Ministry of Health to trial a contact tracing card in Ngongotahā, Rotorua.
Despite short deadlines and a long list of challenges, The Shine Collective, working with Hikina Consultants, designed and delivered a successful community engagement strategy that led to a trial that exceeded all expectations.
PRINZ 2017 Highly Commended – Communicating in Diversity
“Igniting the Runway – Tiki Āhua”
Client: Te Puia | NZMACI
Tiki Āhua is an annual one-night fashion and design extravaganza through the hallowed mist and steam of Te Whakarewarewa Valley, at Rotorua’s Te Puia.
The inaugural event, themed Kā Mura: Set Alight, was inspired by the Māori goddesses of fire and featured innovative fashion from emerging and established designers from Rotorua and beyond, interwoven with contemporary music, art, dance and live performance.
At its core was the proud Te Arawa spirit of excellence, manaaki and celebration. Pounamu and bone carving adorned the runway alongside contemporary fashion, with live tā moko captivating the audience.
PRINZ 2017 Winner – Sustained Public Relations
“Behind the Helmet”
Client: Crankworx Events Inc
Canada’s Crankworx Events Inc committed to Crankworx Rotorua as the third location on the World Tour for three years from 2015–2017. While the inaugural event was a terrific success, there were many improvements to be made in 2016 after a comprehensive debrief.
Public Relations played a crucial role in extending event awareness of the world’s largest mountain biking festival in 2016. The opportunity was taken to tell more in depth ‘behind the helmet’ athlete stories to create conversation about the event, the athletes and why spectators should buy tickets to be there.
PRINZ 2016 Highly Commended – Marketing Communications – Public Relations
“Dirt is the new Gold” – the Crankworx Rotorua journey”
Client: Crankworx Events Inc
In Rotorua, the gold isn’t found in the hills – it’s the 150km of dirt and trails that make it one of the most popular mountain biking destinations on the planet.
That reputation was cemented by the world’s biggest mountain bike festival, Crankworx – held in Rotorua in March 2015 – with competitions, concerts and cranking.
Despite limited budgets, major competition for coverage and tickets, inclement weather, a potential reputational issue, an international team based in Canada and a mainstream lack of understanding of the Crankworx phenomenon, we still managed to fill the hills with enthusiastic spectators and achieve endorsement from key stakeholders.
“The Shine Collective team has developed and implemented an evolving communications strategy with considerable success, with a particular focus on internal staff engagement, brand awareness, sustainability, and issues management. They have successfully navigated our way through challenging business and communications issues, without any impact on our day to day operations or reputation.”