Plan My Walk Wins at YouTube NZ Marketing Awards
Media Release
NZ Mountain Safety Council (MSC) is over the moon to have won the YouTube NZ Marketing Awards – Excellence in Travel/Leisure & Entertainment Marketing Strategy award for Plan My Walk, in collaboration with marketing agency Supergood.
The winners in the prestigious annual awards were announced at a glitzy event at Spark Arena, Auckland, on 4 September 2024.
“We’re excited to put safety at the forefront of this category, ensuring it’s top of mind when we talk about travel and outdoor adventures in Aotearoa,” says MSC Chief Executive Mike Daisley.
The judges were impressed by MSC’s “clever approach to the serious subject of safety, wrapping it up in a better user experience to win overall awareness, engagement and usage” of the Plan My Walk trip planning website and app. They were looking for entries that demonstrated how an effective marketing strategy led to measurable results.
“This award is validation of the strategy, approach and execution of our Plan My Walk product and marketing campaigns. I’m extremely proud of the MSC team. It recognises all the hard mahi they have put in to enable people to enjoy their outdoor recreation safely,” says Daisley.
The awards are an opportunity for MSC to benchmark its marketing strategies and safety campaigns against the wider New Zealand marketing industry and many of the sector’s biggest players.
Proactive prevention work requires excellent marketing and communications to effectively reach your target audience and enable them to make good decisions about their personal safety,– says Daisley
“Our marketing strategy was to use regional targeting to provide local inspiration for summer adventures. We showed outdoor enthusiasts how their region could be even better and safer with Plan My Walk.”
MSC’s success at this year’s awards follows on the heels of a win in 2022, also for the promotion of Plan My Walk. It is the fifth year in a row MSC has been named a finalist at the awards.
“This is an incredible streak for any organisation, let alone a small non-profit,” says Daisley. “We want to thank our partners, marketing agency Supergood and developers Somar Digital, and the many other organisations who’ve helped make Plan My Plan campaigns a success since it was launched in 2021.”
HEADER PHOTO | From left to right: MSC Operations Manager Nathan Watson, MSC Chief Executive Mike Daisley, Supergood Director Callum Hunter, MSC Communications Advisors Georgie Bloomfield and Tess Griffiths, and Supergood Director Ian Palmer. CREDIT | White Door