Turners Auctions

From wrecks to riches

When Turners Auctions waged war on the old bangers littering the streets, paddocks and back-yards of the nation, they turned to us for help.

The ‘Wrecks to Riches’ campaign gave Kiwis the opportunity to sell their old and knackered vehicles through Turners Auctions for free, with all profits from the sale going to the vehicle's owner. Our job was to publicise the programme nationwide and encourage people to take part.

It was an outstanding success. We generated media coverage worth more than $205,000, reaching a combined audience of more than 5.7 million people right across the country.

Highlights included coverage on One News, 3 News, 91ZM and Radio Live. We also scored an environmental feature in the New Zealand Herald and a raft of additional coverage in the regional media and online.

More than 350 cars were sold within two months and the programme was extended to accommodate the unexpected volume.  And our roads, gardens and countryside breathed a sigh of relief.

Porter Novelli team: Joanna McFarlane, Bill Rundle