The Guardian And Evening Star, with which is incorporated the West Coast Times TUESDAY, JUNE 21, 1932. SELLING CAMPAIGN.

Hokitika Guardian, 21 June 1932, Page 4

The Guardian And Evening Star, with which is incorporated the West Coast Times TUESDAY, JUNE 21, 1932. SELLING CAMPAIGN.

ThU urgent necessity of finding more customers for New Zealand produce in England and the Continent has been funy recognised by tile representatives

of tile New Zealand Government and

then was recently inaugurated in the north of England and New Zealand •shopping work campaign at Leeds. Tnis campaign, in some respects, was an entirely new venture; its success at Leeds was exceptional. In the past the various New Zealand Produce Boards halve held their own individual

j “drives” in various localities and areas, | but this was the first occaion on which they were all amalgamated in a New Zealand national effort in co-operation with the High C'ommiasioner. The campaign was carefully planned some weeks beforehand, and the Government Publicity Officer, Ml’ Drew, .in whose hands the organising work was placed, paid an early visit to Leeds to obtain liason w’ith the Press, arrange adverting, lectures, cinema displays, secure poster sites, obtain the help and sympathy of the Chamber of Commerce, and fix other necessary details. The *‘outside” representative of the New Zealand Produce Boards also paid visits to get into touch with the wholesale houses and retailers. Meetings of the Boards’ London managers were held at .fixed dates to receive the Publicity Officer's reports, and thus to secure the

closest co-operation. Owing to lack of Government, publicity funds the cost of the enterprise was largely borne by the Board. The effort was a well sustained one, every endeavour being made to bring New Zealand products before the large population of the district. During preceding weeks the

‘Leeds papers had freely published articles referring to the campaign, and to iNew Zealand’s legitimate desire to defend her traefe in the Yorkshire

manufacturing areas, of the products of which she vast,so heavy a purchaser in normal times, and hailing the proposed visit of the High Cbmmissouer.

The editorial reference to the cam-

paign had ext ended also to other provincial towns and to the London Press.

Two hundred hoardings in Leeds City and suburbs, 10ft. x Bft., drew - the attention'of residents-to the shopping week, and urged housewives to _purchase New Zealand lamb, butter j cheese, mutton; money, and Apple*. There was great interest shown hi the movement which was well' arranged to promise .to have n valuable effect in, incransiag the demand for New Zealand products.