Maritime New Zealand appoints Federation as new behaviour-change agency following a 4-way pitch

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Maritime New Zealand appoints Federation as new behaviour-change agency following a 4-way pitch

Federation has won the coveted safety and behaviour-change advertising account of Maritime New Zealand and the Safer Boating Forum following a four-way competitive pitch.


Says Olly Boden, managing partner at Federation: “The appointment of Federation to Maritime New Zealand gives a definitive nod to our position in Auckland and Wellington as the agency that’s providing a fresh approach and genuine expertise in social and behaviour change marketing. Together with the Maritime team, we’ll be deploying a two-year strategy that engages and educates recreational boaties and at-risk segments through behavioural science-based campaigns.”

Says Sharon Henderson, CEO of Federation: “Maritime New Zealand is much more than a business win to us. Recreational boating has the highest number of fatalities in the maritime sector with an average of 20 boaties dying each year so this is critically important, life-saving work. This is a step change moment for boating in New Zealand, that will see the embedding of essential safety messages for lasting, measurable impact.”

Says Sharyn Forsyth, deputy chief executive communication and stakeholder engagement at Maritime New Zealand: “The appointment of Federation heralds a new chapter for Maritime New Zealand and our Safer Boating Forum partners. Our panel felt Federation nailed the brief, providing an exceptional response to what was a rigorous strategy and creative review process. They demonstrated their significant experience with safety campaigns, delivering a very strategic behaviour change solution to the disparate audience segment and geo-specific problems we face.

“Around 1.7m adults, around 45% of all New Zealanders, participate in recreational boating and that number is growing. We’re very much looking forward to working together with Federation to create a step-change in attitudes and behaviours.”

The appointment is effectively immediately with planning for the summer 2021/2022 campaign already underway.