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The videography of Papamoa based, Maea Media is known for sharing stories of people, culture and communities. Impressed by a campaign promoting one of our local operators, we got in touch with them to hear more about their work.
The Hauraki Rail Trail Trust subsequently engaged the team to produce promotional videos, celebrating the different types of users (known as Personas) that ride the Hauraki Rail Trail.
The storylines behind each video are based on the Personas, which were the result of a large body of research undertaken by Angus & Associates on behalf of Ngā Haerenga New Zealand Cycle Trails.
Achievers
I enjoy adventurous and challenging rides where I can improve my fitness, achieve my goals, and compare my achievements against others.
Motivators
Cycling is a healthy, fun, and sustainable activity that we can do together, to create memories (as a family or school/student/other group), and build life skills.
Socialisers
I love cycling holidays or weekends with my friends. It’s a great way to catch up and spend time together, and we can mix it up with other activities during the day or at night.
Nurturers
Cycling helps me relax and de-stress while out in nature and improves my physical fitness too.
Collectors
Cycling is a fantastic way of enjoying the great outdoors and I’m planning to tick off as many of the Great Rides (and other cycle trails) as I can.
Explorers
Cycling gives me so much freedom. It is a great way to travel and takes me to places off the beaten track/into the real NZ communities.
‘It’s funny, now we have these very clear personas, we are seeing them everywhere,’ says Diane Drummond, CEO. ‘Just the other day I was riding between Paeroa and Thames, and stopped to talk to a group of Collectors. They were from Napier, and riding as many trails around New Zealand as they could. There was some discussion that they were having so much fun they might also consider themselves Socialisers.’
The personas highlight the different styles of users, and the first video is based around the Achievers personality. We filmed this during the Tour Aotearoa event, which sees nearly 4,000 cyclists travel 3,000 km from Cape Reinga to Bluff, passing through the Hauraki Rail Trail.
Our intrepid traveller, is local councillor, Neil Gray, from Hauraki District Council. Neil has completed the entire Tour Aotearoa brevet, and was really excited to be invited to be part of our filming. Luckily for us, Neil was very accommodating and met us before sunrise to capture the sunrise over the Coromandel Peninsula from Kaiaua.
Our next filming group were the Socialisers. We had a great afternoon riding from Thames to Paeroa, with three of the most fun people we know. Luen Wong from Melo-Yelo kept us on our toes, while we laughed our way down the Trail, stopping at the Matatoki Cheese Barn for a platter, the Convenient Cow for ice-cream, and the Historical Maritime Park to play quoits and look at the boats.
‘High quality videos that really connect with our target markets has been a missing arrow in our marketing arsenal,’ says Diane. ‘These videos will be used to promote our region both domestically and internationally. Keep an eye out for us over the next few months, as we have four more Personas to film. You never know, you might get the call up to be one of our extras!’
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