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Tauranga 2024 Local Elections
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Tauranga 2024 Local Elections

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IN A NUT SHELL
Tauranga City Council’s (TCC) 2024 Local Elections campaign was delivered in a phased approach over five months. Beginning with ‘Stand’, the campaign aimed to attract a diverse pool of skilled, passionate candidates. The largest phase, ‘Vote’, focused on raising awareness and driving action, encouraging voter turnout across all demographics while promoting informed decision-making. I led the end-to-end creative direction for this campaign, producing multi-channel content that included print, digital, social media, and out-of-home advertising. This was TCC’s most extensive and data-driven campaign to date.
'Stand' logo lockup, English and the reo Māori
'Vote' logo lockup, English and te reo Māori

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THE CHALLENGE
The campaign faced several challenges: motivating underrepresented groups, particularly younger voters, to engage in the election process, while ensuring accessible, clear information for all eligible voters. Additionally, we needed to attract candidates who aligned with TCC’s mission of leadership and community impact. The creative approach had to resonate across diverse audiences, stand out amidst traditional election communications, and adapt seamlessly to a range of platforms and community-focused events.
Tauranga City Council 2024 Local Elections social media page @letstalktauranga, designed to be an information hub for young voters
THE Solution
The multi-phased, data-led approach combined targeted messaging and innovative outreach. For ‘Stand’, we developed creative collateral, including bilingual materials and community-driven activations, to encourage candidate diversity. For ‘Vote’, the largest phase of the campaign, utilised geo-targeted digital ads, social media content tailored to younger audiences, and multilingual resources. A first for local government, TCC launched the Let’s Talk Tauranga Instagram page, designed as an engaging information hub for younger voters to understand the complexities around what Council does, why it matters and what voting means fro them. Complementing these were traditional channels like print, billboards, window graphics and events, ensuring comprehensive reach.
'Vote' billboard creative, primary messaging
'Vote' billboard creative, secondary messaging

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THE OUTCOME
The campaign achieved a record-breaking 155,249 page views on TCC’s election website, with the elections page becoming the most visited during the voting period. Social media impressions surpassed 1.2 million, while ethnic-targeted ads achieved a click-through rate of 0.29%. TCC delivered 28 community-led events using designed posters, banners, flags and presentations, partnered with 27 organisations, and created multilingual collateral in nine languages. The campaign not only increased voter engagement but also set new benchmarks in creativity and accessibility for future local government elections in Tauranga.

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You can view the full Tauranga City Council Pre-elections report here.

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