Auckland Regional Transport Authority
Here’s how we helped the Auckland Regional Transport Authority (ARTA) raise awareness about the newly improved Dominion Road and Mt Eden Road bus corridors, and encourage customers to trial them.
Find out how ARTA achieved a 24% response rate
ARTA tasked New Zealand Post Targeted Communications with the planning and implementation of a direct mail campaign to reach households along the Dominion Road and Mt Eden Road bus routes.
The New Zealand Post team helped identify households that were relevant to the campaign and those that weren’t. The campaign was intended to attract those who don’t regularly take a bus to trial the bus service.
Each household was given two free bus coupons with the mailout and up to one month to redeem them. By including a household DPID (Delivery Point Identifier - a random and unique seven-digit number assigned to each address in the New Zealand Post Postal Address File) on the coupons, New Zealand Post was able to track and measure response rates.
The direct mail campaign was a huge success. The targeted response rate was 5% (810 households redeeming the coupons) however the campaign well exceeded this with a response rate of 24% (3,876 households), almost five times higher than the target.