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Friday, 19 April 2019 04:23 pm

Obscure candidates are using multi-media means

Multimedia MAINIT SEEMS not many young voters know the candidates for Wellington’s regional council – but that’s not for lack of campaign marketing.

Some Greater Wellington Regional Council candidates have used nearly a dozen different kinds of media – many of them online – to sell themselves for these local body elections.

Daran Ponter has tried hardest, using 11 media forms, including red badges with his name on, Google advertisements and his Facebook account.

Chris Lipscombe comes a close second, concentrating his marketing on the web, with Twitter, Facebook, Google and even a YouTube video.

The most popular kind of marketing by candidates is flyers, with Facebook pages close behind.

NewsWire surveyed the 12 regional council candidates and asked them how they were advertising themselves. The nine replies received showed a definite trend towards web-based marketing.

The candidate survey followed one of Whitireia journalism students, asking them to indicate how many of the candidates they know. 

Some 57% were not familiar with any.




Two out of five students knew one or more candidates, with former Wellington mayor Fran Wilde and radio host, ex All Black, Rhodes scholar and former MP Chris Laidlaw “polling” highest.

Paul Bruce from the Green Party has distributed 60,000 flyers to constituents in an effort to communicate the issues he stands for and to introduce himself, although only 1% of students surveyed recognised him.

Most students who knew candidates said it was from covering meetings, and seeing signs and flyers.

The election ends on Saturday, October 9.

Candidate marketing CHART 1MULTIMEDIA CANDIDATES: How regional council candidates are advertising themselves.

Candidate marketing CHART 2

ABOVE: How various marketing devices rated with candidates.

Multimedia Chart 3

Above: Results of a survey of journalism student who were asked which candidates they know.

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