Case Studies

EDUCATION | TECHNOLOGY | GOVERNMENT: Joy Business Academy – Construction Tycoon Launch

5th June 2019

Campaign overview:

Alexander PR was briefed by Joy Business Academy (JBA) founder James Coddington to help launch and manage its Construction Tycoon game and to highlight to the public the importance of the Tycoon series.

The Tycoon series is aimed at future businesspeople and construction workers by giving them a taste of what it’s like to build their own company. The series has the backing of several business partners including Microsoft, Xero, Ministry of Social Development (MSD), Fletcher Building, BDO and BCITO. By playing the game, SMEs and large businesses in New Zealand become more informed about how they can better work with these game partners, and individuals can learn key hard skills for a career in a major sector.

Alexander PR’s primary objective was to create value for all partners involved, including positive PR and media interview opportunities. For this launch, it was essential to clearly articulate the innovative nature of this new educational game and its ability to help people upskill and reskill. Alexander PR created a successful launch event that is a platform for positive conversations and which draws attention to and interest in the partnership that has enabled this educational game to support the industry.

Building anticipation, management of the event and results:

Alexander PR produced a detailed stakeholder and media strategy and worked on the event logistics including communication and liaison with JBA partners.

APR developed key case studies of credible industry spokespeople to offer perspective on what the introduction of this educational game will provide to the industry after the launch.

The Construction Tycoon launch generated national media coverage through TV, radio, mainstream, local and industry media. James Coddington featured in the leading New Zealand Herald and on TVNZ’s Breakfast. The launch was featured on Newstalk ZB, Newshub 6pm news and New Zealand Herald, as well as Otago Daily Times and leading industry publications Infrastructure News and New Zealand Future Five. The amount of media coverage generated was worth $378,000 and the weight of activity helped communicate the significance of the Construction Tycoon series.