KEY POINTS:
National launched its first billboard in Parnell yesterday, marking an unofficial start to this year's election campaign.
Leader John Key, who wore a light blue tie which did not quite match the colour of the planes in the ad, said he was worried about net migration out of the country.
Hence the billboard read "wave goodbye to higher taxes not your loved ones", with a catchline "choose a brighter future".
Mr Key said over-taxation had a huge impact on the decision of New Zealanders leaving the country.
Jane Berney, an AUT lecturer in advertising creativity, said billboards had about a second to get people's attention.
"So the headline that includes goodbye and higher taxes will certainly cause a few Parnell Porsches to screech to a halt. Perhaps."
The billboard would probably be only part of an integrated campaign. "I think the headline will grab at the head (and wallet), and 'not your loved ones' will tug at the heart. A bob each way."
She thought not including a website could be a missed opportunity.
"On a scale of one to ten I'd give it a workman-like six."
