Hubbub projection gets front page press

New Zealand has been suffering from the "brain drain" for as long as Kiwis have been able to travel – as young, talented Kiwis leave the country for their OE (overseas experience) there is a corresponding effect on the New Zealand labour market. In a period of improving economic conditions, the government decided to work on initiatives to get Kiwis living abroad to consider coming home. But how would they get the attention of people living in the UK?

Hubbub was commissioned to come up with a launch activity for the campaign in England to get the New Zealand media to pick up the story, which in turn would get New Zealanders talking – including to friends and family overseas. From the rooftop of a nearby office tower, Hubbub projected a huge 30m x 30m image of the campaign URL on New Zealand House – the tallest building in downtown London. The image was captured on film and video from Trafalgar Square and beamed immediately back to New Zealand in time for the press conference.

The highly graphic and symbolic image of a New Zealand URL dominating the London skyline appeared on both main news channels, all major newspapers, key news websites and was also reported on the main national radio news network.

The campaign also achieved major attention within the industry, when it was reported on the front page of PR Week.

The publication, which goes out to PR and marketing professionals each week, printed an image of the massive 30mx30m projection on its front cover, and provided details of the campaign for readers around the UK.

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