AUCKLAND, Today: A pre lockdown, four-way pitch saw CBD indie agency Platfrom29 appointed to manage National Mini Storage’s future brand, creative and media. Alphabet Soup was the main incumbent.
Kiwi-owned National Mini Storage this year celebrates 30 years in business. As one of the first entrants into the NZ storage market, many of their purpose-built sites are located in high visibility strategic locations, close to main arterial routes and access points.
The New Zealand storage industry is currently estimated to be worth $NZ250 million annually.
National Mini Storage ceo Caroline Plowman said: With increasing competition from overseas interests we saw the need to ensure best practice over all our marketing activities, we also wanted to consolidate our advertising and marketing under one provider so they could better understand all aspects of the business.
“The agency’s analysis of market data and rational approach felt right, , and provides the opportunity for us to have a comprehensive one-place approach to all our advertising activity.”
“We entered the pitch process with the intention of finding a partner to guide us in the process of rebranding National Mini Storage.
“Platform29 helped us to quantify the value associated with our current brand and its three decades of successful business.
“Their analysis of market data and rational approach felt right, and Platform29 provide the opportunity for us to have a comprehensive one-place approach to all our advertising activity.
“The team at National Mini Storage and Platform29 are currently auditing all consumer touchpoints and planning the rollout of new-year initiatives.
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