Mark Irving: Auckland advertisers must look beyond the Sky Tower

Auckland-based advertisers risk annoying customers by forgetting the rest of the country, says Mark Irving. Photo / Herald on Sunday

Mark Irving, the Director of new Auckland based advertising agency Range Advertising & Communications on how some advertising agencies and media are so "Auckland focused" they forget they could be driving potential customers from the rest of the country away.

As someone who's lived almost an equal amount of time divided between the North and South Island, I always find it amazing to see the use of Auckland based advertising agencies and media using Auckland based celebrities, landmarks and even terms to sell their products and services to the rest of the country.

I think they sometimes underestimate the amount of animosity in some quarters directed at the City of Sails and how they can potentially turn non-Auckland customers off. I've never forgotten that image from a few years ago of that young boy at Lancaster Park/Jade Stadium/Ami Stadium (either one of the three) thrusting his "I hate Auckland" sign into the winter sky for all to see.

Astonishing stuff. Where did all that hate come from? An emotionally distant Great Aunt, a short boy's complex or the fact The Wiggles only made it to the North Shore Events Centre that year. I'm not sure but all I know is that the anti Auckland feeling is not to be under-estimated in some parts.

Recently in a TV commercial, for a prominent car manufacturer, their fine gleaming product was placed in front of the equally fine and gleaming Sky Tower.

To many the Sky Tower represents a bold and confident statement to the rest of the country. To others, the Sky Tower is the equivalent of a backpacker loudly passing wind in a mixed dorm, 12-bunk hostel. While it's impressive and appreciated by some, it doesn't always meet the approval of others.

Another TV commercial selling a well-known spread has the main character talking about "catching a wave out west." By putting my 'non-provincial, regional bias hat' on, where exactly is out west?

Himatangi Beach, Castlecliff out of Wanganui or Punakaiki? The point is, this phrase may alienate people as they ask themselves is this advertiser really speaking to just Aucklanders or the whole country?

And while I'm criticising the advertising community as a whole, I may as well look at the news media because (a) it's fun and (b) it makes me feel better. At times newsreaders and presenters are guilty of it too. Recently I was watching a breakfast news article about the World Ploughing Championships in Methven, South Canterbury.

I'm sure the people of Methven wouldn't have been too chuffed to hear they now live in South Canterbury, when in fact they live in Mid-Canterbury. It's a bit like telling a Welshman that Wales is a county of England. It may seem trivial but from a rugby perspective Mid Canterbury and South Canterbury are two separate rugby provinces, just like Waikato and Counties-Manukau.

Just like size, these differences really do matter. The message here is that if presenters are not understanding of the fact that that they're often talking to the whole nation and not just Aucklanders, then this may turn the odd viewer/listener off, which means there could be one less person watching or listening to an advertisement and potentially buying that product or service.

As advertisers and media in general we need to be aware that while over a quarter of New Zealand's population do live in Auckland, the remainder don't always relate to or share the love of all things Auckland.

It just comes back to being mindful of whom your target audience is and how to talk to the whole country and not just one super city.

Mark Irving is the director of Range Advertising and Communications.