Salt & Pepper has worked with Rainbow’s End, New Zealand’s premier theme park, since late 2016. There is certainly a serious side to the public relations strategy, but the colourful, and iconic brand also lends itself to a lot of fun and creativity! We have created and implemented a few campaigns for Rainbow’s End now. We have summarised a couple of our favourites below.
Pirate Ship Retirement
The retirement of the Rainbow’s End Pirate Ship in mid-2017 was a big deal for fans of the theme park! Many of them had childhood memories of the Pirate Ship and were sad to see it go.
We managed the announcement of the retirement, which involved a huge amount of media relations work over the course of a couple of weeks. We used our media connections to encourage positive reporting around the retirement – and suggested angles that emphasised the bright side to the story. The fact that it will leave a space for a brand new and exciting ride, for example. We kept Rainbow’s End CEO, Chris Deere, was busy heading up multiple TV and radio interviews, and he did a fantastic job.
Careful management of the story resulted in 100% positive reporting about the retirement of the Pirate Ship. The retirement generated some brilliant coverage for Rainbow’s End, including on Seven Sharp, Breakfast TV, One News, The Edge, Newshub, ZM, Radio New Zealand, Newstalk ZB, More FM, and Flava. The story also appeared in the NZ Herald (many times), The Urban List, The Spinoff and in many regional Fairfax publications. There were even threads on Reddit about it!
The Heart Rate Challenge
One of our first projects was the Rainbow’s End heart rate challenge. We created and managed the concept from start to finish in early 2017. We wanted a way to bring positive attention to the park at the beginning of the year, and so decided to investigate whether a day riding roller coasters and bumper boats could help visitors burn some Christmas calories.
We started by pitching the concept to Breakfast TV presenter, Brodie Kane, as we were pretty sure she would love it! She did, and the team ended up dedicating almost an entire show to it in early February. Brodie and weather presenter, Matty, spent half a day at the park, monitoring their heart rates on various rides, and tracking how many calories they burned as a result. Fifteen minutes of footage were shown on the show. It also went down really well with hundreds of Breakfast Facebook fans liking, loving and commenting on the video clip.
Following that, we let other media in on the experiment. We organised for members of the public to take the challenge, and used the resulting data to pull together a story angle, which was distributed to print, online, and broadcast media. The results exceeded expectations with publications such as Woman’s Day covering the heart rate challenge. It even popped up in the Stuff entertainment section a few months later, as part of an article on why Matty McLean keeps getting in trouble on TV!
AA Driver’s Town
In March 2017, Rainbow’s End unveiled the exciting new ride, AA Driver’s Town. We made sure the news appeared in national and international news, consumer and trade media. To continue the publicity momentum after the launch, we organised for several hundred school children to be surveyed in the run up to New Zealand’s National Road Safety Week in May 2017. We asked them what they really thought about their parents’ driving. A selection of the kids were also interviewed with a camera crew present – with some hilarious and very interesting results! You can watch the video here.
- Client - Rainbow's End
- Date Completed - January 2017
- Services - PR,Media Relations,Concept Development,Stunt Management,Media Pitching