AUCKLAND, Today: Ports of Auckland has unveiled a partnership with UK-based international YouTube sensation Tom Scott for a powerful video, Hundred-Tonne Robots That Help Keep New Zealand Running.
The behind-the-scenes video – circulated to trade media by the port’s PR advisers Acumen Republik – provides a glimpse into the automated straddle carriers being tested at Ports of Auckland, as the port moves towards automation in 2020.
To avoid reclaiming land, the port has to automate to meet the growing freight needs of Aucklanders and New Zealanders.
Scott is a British content creator, entertainer, educator, web developer and presenter who has a significant social following, amassing over 300 million views on his YouTube channel alone. In this video, Scott uses a combination of aerial shots, machinery close-ups and interview grabs to help showcase Ports of Auckland’s shift to automation.
Ports of Auckland comms manager Matt Ball says while social influencers have been big business for consumer brands for some time, social influencers for corporate storytelling is less established.
“The partnership is unique. It is very rare to see corporate storytelling through an influencer.”
“Ports aren’t exactly people’s number one viewing choice on TV or online, so we have to try that much harder to tell our story,” he says.
“We’re trying to break the mould by using a variety of traditional and social channels. Tom is great at telling complex stories in an engaging and relatable way, so we jumped at the chance to work with him when we heard he was coming to New Zealand.
“Automation is extremely important as it helps us handle more freight without reclaiming more harbour. It’s a good news story about a great Kiwi innovation but it’s very hard for us to get the story out. We’re delighted with Tom’s video as it tells that story to a whole new audience. The feedback has been terrific.”
The partnership is interesting because it is unique. It is very rare to see corporate storytelling through an influencer and The Ports of Auckland has turned their ongoing project into trending online content.
In addition to Ports of Auckland, the social media star has also covered topics such as testing the European Space Agency’s Zero-G planes and visiting Georgia’s man-made ‘little Grand Canyon’.
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