Turners Auctions

Fighter jet takes off online

Few New Zealanders ever get the chance to own a Russian fighter jet so when Turners Christchurch landed a 1973 MiG-21 fighter jet, courtesy of a well-known property developer, Porter Novelli was tasked with creating national and international interest in the unique toy.

Our team developed a battle plan designed to engage Australasian television, print, radio, online and social media and targeted publishing houses with national networks of daily newspapers, such as the New Zealand Herald, Dominion Post, The Press and Waikato Times.

Despite a brief dogfight with an ex-US Airforce F86 Sabre jet, the MiG won the hearts and minds of New Zealanders and quickly became Trade Me’s fourth most popular auction with more than 250,000 page views and more than 300 comments.

Social media was instrumental in spreading the story virally and links to MiG news stories were pushed out by more than 200 people via their social media profiles.

After a month-long media campaign, Turners emerged victorious. The MiG sold for $59,454, almost $40,000 more than its reserve and the auction continues to be referenced in coverage of unique Trade Me auctions.

The 57 pieces of coverage produced potential for more than 16 million impressions* and an equivalent advertising value of $210,000*. Notable pieces of coverage included, Close Up, Newstalk ZB, NZ Herald, Stuff, Dominion Post, The Press, Waikato Times, Sydney Morning Herald, News.com.au, WA Today, The Courier Mail, The Age and NineMSN.

Porter Novelli team: Louise Wright, Joanna Macfarlane, Bill Rundle

*Australian media not included in EAV and audience opportunity to see figures