Supporting research results through media relations – ZUJI.com.au’s Local Guru Campaign

With support from Porter Novelli, Singapore based online travel agency ZUJI has grown steadily in popularity in Australia since launch in 2002. In 2004, Porter Novelli identified a need to strengthen brand awareness outside Sydney and Melbourne city areas, to create a strong Australian personality for the ZUJI brand.

Porter Novelli devised the ‘Local Guru Campaign’: an integrated public relations and marketing communications campaign that aimed to interact with Australians nationwide. The campaign used an online survey to gather unique travel data for ZUJI to own and publicise.

Results of the Local Guru campaign were extraordinary. 8,000 people responded to the survey, which provided an excellent basis for research results that were highly marketable. To date, the media relations aspect of the campaign has reached over five million people, through magazines, national, metropolitan and regional newspapers and broadcast outlets. This has ultimately resulted in raised awareness of the ZUJI brand among consumers and media in regional Australia.

For more information about this case study, please contact Janine Davis.