PR & influencer for MOTAT
cience, mātauranga and serious media traction – Te Puawānanga wasn’t just a new exhibition, it was a movement.
Onboarded as the retained agency for MOTAT as a learning and tourist destination, we courted kids’ TV to culture columns, travel trends to event placements, then layered in the fun with family influencers and curious kidults for kōrero as diverse as its kaupapa.
The influencer programme was particularly successful with a 100% conversion rate that generated 45+ pieces of social content with a cumulative reach of 753K that talked to the pillars of its uniquely Aotearoa, educational and family/under 5 proof points, alongside the introduction of teacher content carrying weighty endorsement.
And when MOTAT took home International Exhibition of the Year (aka the museum-world Oscars), we swung back into action, securing premium hits across NZ Herald, Stuff and RNZ - with wrap-around reach from Ponsonby News to Radio Waatea.
From awards and innovation to heritage preservation, we shifted gears to spotlight MOTAT’s much-loved trams and their race against extinction – launching Adopt a Tram, a nationwide fundraising campaign to keep the museum’s iconic tramway rolling.
With coverage spanning 1News, Breakfast, NZ Herald, Stuff, Newstalk ZB, RNZ, Weekend Herald, regional radio and newspapers, Urban List and more, our full-steam PR campaign powered the engine room of public support.
“The coverage over the first few days of launching the campaign was what dreams are made of and couldn’t have been much more successful. With a novel fundraising campaign that captivated people and the combined efforts of the MOTAT team and PR agency Undertow Media we achieved extraordinary success with pitching and uptake by media.”
