Case study: nakedbus.com
Launch of new low cost New Zealand national bus carrier
nakedbus.com was referred to Impact PR in 2006 to manage its launch marketing activities.
Our brief was to create a major media splash sufficient to get the attention of nakedbus.com’s target market.
In addition to raising brand awareness, nakedbus.com also required an immediate sales response from the promotional activities.
Impact PR’s strategy involved a two-pronged approach. The first step was to target general news media. Impact PR drafted a powerful general news release and pitched nakedbus.com’s unique story to our key media contacts.
Once the story had broken nationally, Impact PR secured a second wave of publicity throughout consumer, trade and business media.
Through leveraging our extensive network of contacts across all New Zealand media, Impact PR was able to secure an impressive amount of coverage. These results saw nakedbus.com communicating directly with its target market and generating immediate sales revenue.
Within the first month of launch Impact PR secured the following coverage on behalf of nakedbus.com
- 3 national television interviews
- 6 extensive interviews on national radio stations
- Eleven news stories on New Zealand’s major online news sites
- Twenty three news stories in national and regional newspapers
- Plus numerous positive mentions and promotions in major consumer titles
Most importantly as per our client's brief we achieved a sustainable impact on web traffic and sales. Unique visitor traffic to the nakedbus.com website is growing at 5% per week. The resulting sales revenue growth nakedbus.com is experiencing is consistently 10-15% per week.
Within 4 months we have assisted nakedbus.com in becoming New Zealand’s second largest national bus carrier.
In September 2012, NZ Business Magazine published a follow up article on the runaway success of nakedbus.com since launching:
"In just under six years, Hamish has turned New Zealand's city-to-city bus transport market on its head. Nakedbus.com now enjoys a 30 percent market share and 60 percent annual growth."