Vast Billboards’ pro-bono ads encourage Timaru to shop local

Six Timaru businesses are at the heart of a Vast Billboard campaign encouraging residents to support local brands.

It all started when Vast Billboard Account Director Fiona Niles read about companies in Timaru that were struggling in the current economic climate.

A trip to her Canterbury hometown to see the truth for herself made her to spring into action.

“Timaru is close to my heart. I was born there and I travel back and forth, so I know the area really well,” says Niles.

“At Vast, we’re lucky, we’re in a thriving industry with really strong growth. But at our roots, we’re a small family-owned business.”

Thinking differently

At Vast, sales representatives allocate an amount towards charity campaigns each year – it means staff can come up with cool ideas to support causes that are important to them, says Niles.

Thinking quickly, she contacted Dorothy Tucker, owner of Timaru store KidStuff – a business doing it tough.

Niles gathered branding from Tucker and five other businesses in the Timaru CBD and put the logos on digital Vast Billboard sites alongside State Highway 1, giving them two weeks of free advertising.

The businesses were Timaru Booksellers, Millie Rose Boutique, Soul Surf & Skate, Embellish It and Amore Food Shop and Café.

But it wasn’t just about a handful of local business, rather about the message and making people think differently, says Niles.

“Saying, ‘Hey guys, it’s a struggle at the moment, support local.’ So although we’ve got the brands on there, we hoped it would make people sit back and think about where they are spending their money.”

Don’t forget your roots

Vast is a Christchurch-based company, she adds, so really understands the importance of supporting local.

In a competitive industry with lots of global players, Vast is a small fish. The company started with five billboards, growing to 46 across Aotearoa.

“If it hadn’t been for the support that we’ve had, we wouldn’t have been able to do that. You can’t forget where you’ve come from,” says Niles.

She’s has great feedback on the campaign from friends and family. Meanwhile, Tucker says people have come into the store after seeing her logo on the billboard.

Niles says that when Vast goes live with a site in a new region, they always get in touch with local charities. A recent move into Greymouth saw the team run complimentary advertising for the Canterbury & West Coast Rescue Helicopter service.

“We’re always thinking of different ways of how we can help the community.”

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