NZ campaign keeps print a part of everyday life

2000 print buyers targeted through direct mail as part of PrintNZ’s Part of Life initiative.

Aimed at asserting the importance of print at a time when the medium is frequently frowned upon in preference to electronic media, PrintNZ’s chief executive Joan Grace (pictured) believes the campaign is the most comprehensive initiative undertaken by PrintNZ.

“Our aim is to provide positive information about print and the role print plays in everybody’s life and therefore, why it should be an essential part of any successful marketing campaign,” she said.

“The messages extend to the often tricky area of environmental impact, where it has been vital to source information and highlight the significant improvements made by the New Zealand print industry in reducing its environmental impact.”

There are two major parts to the campaign.  The first phase, via direct mail, has targeted 2000 print buyers including people working in advertising, marketing and communications.

In May the second phase will target consumers via multi-media advertising. A website: www.partoflife.co.nz  has been set up to reinforce the Part of Life campaign. 

According to studies the Part of Life campaign has followed on from research into consumers’ and print buyers’ perceptions of print. The research found consumers enjoy the quality, portability, tangibility and freedom of print. In particular they love relaxing with a good book or magazine. Consumers also have concerns about the environmental implications of using and disposing of print.