UnionPay International (New Zealand) previously managed its own marketing, however, with the increasing number of Chinese tourists and residents in New Zealand, they decided to outsource their marketing in order to establish an enhanced brand image and awareness.
Prior to executing a marketing strategy, Prizm conducted market research about customers and the market in New Zealand. Consequently, Prizm formed a comprehensive media plan for the brand where it broadcasted advertisements for UnionPay on numerous channels: airport channels, Chinese channels, and supermarkets. Alternatively, to assist the brand to achieve satisfactory performance, Prizm introduced new topics and ideas for each promotion activity to ensure it suited the target audience.
The different channel exposure generated more than 300,000 effective impressions which focused on Chinese tourists and local communities between 2019 and 2020.