Pure Advantage is all about championing green growth in Aotearoa.
Last year, we worked with Pure Advantage and its partner Tāne's Tree Trust on O Tātou Ngahere: Our Forest, the largest forestry conference in Aotearoa focussed on Nature-based Solutions. Our work was centred around fostering relationships with key stakeholders and media to centre the country’s environmental conversations on growing, regenerating, and managing native forests.
To achieve this, we took a qualitative approach with media and key stakeholders.
Crafting a media release that homed in on our key messages for O Tātou Ngahere and Pure Advantage, we pitched to carefully selected journalists and industry commentators. The conference had a specific purpose, and we needed the right people to share that message.
The invite encouraged open discussion around native forest and biodiversity in New Zealand, targeting people that had a strong and influential voice in the sustainability space. We welcomed them to attend the conference and facetime with countless industry experts, a rare opportunity.
We effectively built the reputation of O Tātou Ngahere: Our Forest, strengthened Pure Advantage’s relationships with key stakeholders and media, and helped spread awareness around the importance of native ngahere in Aotearoa.
We received 10 pieces of earned media coverage in leading news publications including a cover spread in The Listener and a feature Breakfast interview with one of the world’s pre-eminent climate scientists. In fact, O Tātou Ngahere still receives regular media mentions months after the event.
Photo credit: ©Alistair Guthrie/Pure Advantage