Bananaworks wins in the 2019 PRINZ Awards for a culturally tailored campaign targeting Asian visitors

Jul 26, 2019 | BWC news, Ethnic communications, Our Insights

(Photo left to right: Katrina Richmond, Media Director, GSL Promotus; Phill Sherring, Manger, Information and Events, Ministry for Primary Industries; Kenneth Wang, Director, Bananaworks Communications; Lucy Ong, Account Director, Bananaworks Communications)

Auckland-based cross-cultural communications agency, Bananaworks Communications, is pleased to announce that it has been named winner of the ‘Communicating in Diversity’ category at the 2019 PRINZ Awards Gala.

Last night, New Zealand’s public relations and communications practitioners gathered in Wellington at the Beehive to celebrate the best in the industry. Kenneth Wang, Director of Bananaworks Communications, thanks PRINZ and judges for the honour and congratulates other finalists and winners.

The award-winning campaign ‘Cultural cocktail smooths border control issue for Asian visitors’, created for Ministry for Primary Industries’ ‘Declare or Dispose’ compliance campaign, has contributed to engagement and overall improvements in compliance rates from Chinese and Indian visitors.

Judges were impressed with the well-considered and thought-out strategy and made these comments regarding the award: “You understood your audiences, the issues they faced, and delivered a campaign that worked. The judging panel thought the campaign had excellent audience analysis, clear and integrated messages, strategy and execution, with well-chosen channels to reach the stated audiences, and carefully considered tone of messaging (i.e. focused on positive not negative) to encourage compliance. Very good results in terms of reach, engagement as measured through online stats and behaviour change as measured by significant decreasing percentages of passengers arriving with undeclared goods.”

The award is also a recognition of the speciality and expertise that Bananaworks Communications has carved out for itself in the space of ethnic communications and Asian marketing.

Kenneth said winning the award is an achievement of collective effort. Despite the complexities and difficulties of the project, the innovative solutions created by the Bananaworks team mapped out a strategy that successfully achieved the objectives with tangible and measurable outcomes.

“Effective communication is a long-term process and effort. Changing behaviours or transforming consumers’ mindsets often is a long journey. Our journey has just started. I would like to thank the team at Bananaworks, our client MPI and the partner agency GSL Promotus,” Kenneth added.

Although delighted by the recognition, the team doesn’t plan to rest on its laurels. Bananaworks Communications will constantly strive to improve and continue working to solve communication challenges that clients currently face, particularly around culturally and linguistically diverse (CALD) communities.

Now in its 45 years, the PRINZ Awards recognise excellence in New Zealand’s public relations and communications industry, promoting continuous improvement and celebrating best practices. The 2019 awards attracted 83 entries across 14 categories.

The awards are judged by Life Members, Fellows and senior practitioners of the institute with the assistance of international colleagues. Bananaworks team found value in the process of reflecting our strategic work and campaign outcomes.

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