Work | These Guys I Know

Z Manu World Champs 2025 : Making a big splash for the Manu.

Do you think you can make it big? This was the question posed to us ahead of the launch of the very first Z Manu World Champs. Our answer - was of course, yes! And we did. These Guys I Know was proud to launch the very first Z Manu World Champs - beyond driving a huge press campaign with editorial coverage all around New Zealand and the world, we also created social media assets, photography, video and ran a social media approach that built up social media followings and communities across all channels (TikTok, Facebook and Instagram). Our mission was to introduce and elevate this unique celebration of Kiwi culture and generate excitement around this one-of-a-kind sporting event. We think we can say mission accomplished!

We even managed to rope in contacts including Former All Blacks Captain Sean Fitzpatrick - generating global sports media coverage for the event. We couldn’t resist getting involved again for the second year - and drove an ever larger press push delivering more than 100 pieces of press telling the awesome story of the Z Manu World Champs and all of those involved, including (and most importantly!) our Manu athletes from around the country. By combining strategic PR, engaging social media, and creative event promotion, These Guys I Know helped the Z Manu World Champs make a significant splash and solidify its place as a unique celebration of Kiwi culture. (Thanks for having us Quantum Events)

Themes : Sport, Event, Water Safety, Social Media, Content, Launch, Go to Market, Publicity.

Star RV

When JUCY, known for its budget-friendly travel brand, decided to launch a premium RV offering, they turned to THESE GUYS I KNOW.

What was needed?

A strategy to determine the pathway forward; then -
A premium brand strategy for Star RV that resonated with discerning travelers.
A unique brand identity to differentiate Star RV visually in market from physical product through to online and store experience.
A strategy to engage customers digitally and drive content strategy online (given the reliance on online bookings)
Strong brand strategy and architecture for the wider group - to demonstrate how Star RV and Jucy would sit alongside each other in market

What we did:

Undertook strategy work to determine best approach to realise the market opportunity (this including considering the attributes of JUCY itself and whether the brand could extend to a premium positioning)
Developed a sophisticated visual brand identity for Star RV (having identified that this should be brand distinct from the value offering of JUCY) This visual identity, included a new logo, tagline ("Something special awaits"), and high-impact vehicle decals.
Crafted a compelling brand story focused on human experiences and the emotional connection to travel.
Deliver all written communications for trade, digital and customer in appropriate brand aligned tone-of-voice.
Work with digital team to deliver a brand aligned website including appropriate graphics and SEO optimized content
Develop a “Star Stories” approach to deliver engagement and storytelling in the market.

What were the results?

Successful launch of Star RV into the premium market.
Significant increase in brand awareness among target customers.
Strong digital engagement and a thriving online community.
Establishment of key trade partnerships to drive bookings.
Impressive first-year results, exceeding expectations for rentals and revenue.
STAR RV was even a finalist for Brand Strategy and Brand Transformation categories of the year at the New Zealand Marketing Awards.

South Pacific Pictures : SPP Rebrands with These Guys I Know

New Zealand’s largest production company, South Pacific Pictures (SPP), turned to These Guys I Know to embark on a bold rebrand to mark its 35th year in operation. As an industry leader with over 6000 hours of world-class television and film, SPP’s new identity reflects its evolution and ambition in a rapidly changing media landscape.

These Guys I Know worked to craft a refreshed brand that honors its rich legacy while positioning it for the future. Gone is the iconic "starfish" logo, replaced with a sleek, modern typographic mark—“SPP”—a nod to the name widely used in the industry. The company’s tagline has also evolved from “Turning Dreams to Drama” to “More to See”, signaling its expanded content offerings beyond high-quality drama to include reality, documentary, and live events.

SPP’s rebrand goes beyond aesthetics; it’s a strategic statement of confidence and adaptability. The company has embraced new formats such as The Traitors, Dog House, and Snackmasters, while also leveraging digital platforms, including the global release of classic Shortland Street episodes on YouTube. The refresh is about more than just external perception—it's about inspiring the people behind SPP’s success, from writers and cast to crew and collaborators.

The rebrand reflects a commitment to embracing both the challenges and opportunities of the industry’s future.

oVRcome : Driving Global Recognition and Coverage for oVRcome:Virtual Reality Heathtech.

oVRcome is a New Zealand-developed app utilizing virtual reality (VR) technology to treat anxiety and phobias. These Guys I Know has worked with founder Adam Hutchinson since launch of oVRcome to position and engage markets via extensive publicity pushes both in New Zealand and internationally, and stakeholder engagement during capital raise. We have delivered well over $1million worth of press coverage including communication of results from two clinical trials (in partnership with Otago University and University of Canterbury respectively) which proved oVRcome’s efficacy with patients. Our work with oVRcome has resulted in coverage including multiple news pieces (One News, Seven Sharp, The Project, TVNZ Breakfast) international medical journals, The Guardian, live radio and online coverage including all national news sites including New Zealand Herald, RNZ and Stuff. You can find out more about how we have worked with oVRcome on our Ventures page, having taken an equity stake ourselves.

Themes : Healthtech, publicity, technology, venture, innovation, New Zealand, PR.

Heavyweight Media.

Heavyweight Media was built with purpose: It wasn't just about making a show, but about creating a platform for real conversations around tough societal issues. We think this is important.

Heavyweight with Dave Letele was conceived by These Guys I Know to raise Dave Letele’s profile and amplify the impact of his community work through our pro bono 1000 Hours initiative. Designed as a platform for sharing lived experiences on critical societal issues, the series tackled addiction (Down and Out), gang life (Patched), and obesity (Tipping the Scales), featuring voices like advertising executive Kate Smith, former All Black Zac Guildford, and former Deputy Prime Minister Paula Bennett.

These Guys I Know concepted and delivered all parts of Heavyweight with Dave Letele - including creating strategic partnerships with South Pacific Pictures, broadcast partner TVNZ and funding partner NZ On Air. Executive Creative Director Ant Farac wrote and directed the series, which was built not just for ratings but for real societal impact. Leveraging our full suite of services, These Guys I Know led the concepting, branding, strategic partnerships, communications, PR, social media, and business management, as well as securing out-of-home support from Go Media to drive visibility. We put together an incredible team including Tuki Laumea, Eileen Lee, Mario Gaoa, Kanoa Lloyd, Natalie Wilson to bring this project to fruition - deliveing ratings success across both linear and on-demand viewing.

Heavyweight with Dave Letele has had society impact, beyond ratings, which is what it set out to do. “We have received deeply personal messages about how lives have been impacted and cycles broken. That has made the hard work well worth it”.

Says Executive Producer Amanda Wilson “When it comes to sharing these stories, visibility matters. It is important to see others talking through their experiences - Dave leads by example in that sense”.

Newsroom : Making Room for Independent Journalism.

In today's fast-paced media landscape, where information overload, competing news sources and the race for “clicks” dominate - trust in journalism is lower than ever before. Newsroom sought to solidify its position as a trusted source for independent journalism - and strengthen its position in the market. These Guys I Know leveraged our extensive understanding of news and media and our passion for journalism to develop a strategic positioning and brand platform for Newsroom. ‘Make Room for Newsroom’ is designed to give consumers reasons why they should choose Newsroom as a trusted media source. We articulated and highlighted values of independence, intelligence and integrity as part of our strategic communications approach.

These Guys I Know researched and articulated Newsroom’s brand strengths identifying a clear opportunity for competitive difference. Developing a messaging framework that came to life through owned, earned and paid media, the campaign involved Newsroom’s own Managing Editors (Mark Jennings and Tim Murphy) introduce the campaign, expressing their commitment to independence, intelligence and integrity. Simple but striking “Make Room for Newsroom” billboards ran throughout the country and we created numerous video and social assets to support the concept. Make Room for Newsroom launched around the 2023 elections emphasising the need to “make room” for quality coverage - and, after the election outcome we delivered a tactical extension asking simply “now what?” - pointing to Newsroom for ongoing coverage worth making room for.

As a result of These Guys I Know’s work, Newsroom’s brand identity became stronger and more clearly defined, reinforcing its position in the media landscape. With a sharper focus and an elevated presence, Newsroom successfully cut through the noise, claiming the position of independence, intelligence and integrity when it comes to news media. This is a position that can further be explored in the years ahead - providing a valuable tool for Newsroom moving forward.

Themes : Media, Journalism, Content, Brand, Messaging, Brand Position, Creative, Public Relations

Z Manu World Champs 2024.

Themes : Sport, Event, Water Safety, Social Media, Content, Launch, Go to Market, Publicity

Easily Said – Empowering Confident Communicators with Jason Gunn.

Beloved New Zealand television personality Jason Gunn came to These Guys I Know looking for support with business strategy. He was very well known in New Zealand and, having stepped down from key broadcast roles, was supporting people with communication and public speaking coaching. He wanted to strengthen this offering and turn it into a profitable business for future. These Guys I Know provided an overview of personal brand positioning and a recommendation for strategy moving forward - ultimately, recommending the creation of a standalone business brand outside of “Jason Gunn” so as to create a sustainable and scalable business model - and a vehicle which Jason could build equity in. We created the brand “Easily Said” which would of course be ‘founded’ by Jason Gunn.

We developed a brand that encapsulated Jason’s approachable style and positivity, crafting key messaging that highlighted the transformative benefits of his coaching and the wonderful experience that is working with Jason Gunn! We centred his offering around connection between humans, which fits perfectly with Jason’s view of the world. Beyond brand (including name and logo) we provided launch strategy, PR, social media set up guidance and business advice going forward. These Guys I Know also embedded a Sales Consultant during initial stages of growth of Easily Said to convert interest into bookings.

Today, Easily Said is a popular and well known brand in the communication coaching market, attracting a steady flow of clients eager to improve their public speaking and communication skills. Jason Gunn and Easily Said empower countless individuals and organizations to become more confident and effective communicators - importantly, it has created a clear pathway for business success for Jason, who we are so proud of! He’s a national treasure you know!

Themes : Personal Brand, Business Strategy, Communications, Coaching, Launch, Go to Market, SME

Help for Hospo. These Guys I Know delivers communications and brand to provide Help for Hospo.

When the COVID-19 pandemic struck, New Zealand’s hospitality industry faced unprecedented challenges, leaving many workers without income and struggling to support themselves and their families. These Guys I Know were approached by a group of private donors led by Blair Duncan of Red+White Cellars and Travis Field of Fantail & Turtle who wanted to channel their funds towards those in the hospitality industry needing support.

The initiative required an immediate and accessible way to distribute funds to those most affected, including workers with dependents. It also needed a strategy to raise awareness of the industry’s struggles and foster community support while instilling a sense of hope among hospitality workers during uncertain times. We needed to ensure those who would benefit from Help for Hospo were aware of it. These Guys I Know wrapped the generous intention of donors in a high-impact brand identity - alongside a strategic communications plan, stakeholder engagement, pr plan, risk management advisory (turns out it’s not as easy as it sounds to hand out money to strangers!), and a digital platform through which applications could be received and funds distributed effectively. Help for Hospo distributed more than $100,000 in donations to hospitality workers and built positive morale within the industry. These Guys I Know delivered Help for Hospo as part of our 1000 Hours initiative, delivering our services pro bono.

Themes : Hospitality, Funding, Not for Profit, Communications, Brand

THL : Get Moving to Get NZ Moving - Award Winning Communications Campaign

Tourism Holdings (thl) is one of New Zealand’s largest and most successful tourism companies, listed on both the NZX and ASX. It represents over 30 brands around the world, largely in the RV space (including Maui, Kea, Mighty, Britz). Tourism Holdings designed "Get Moving to Get NZ Moving" - as a campaign to stimulate domestic tourism and regional recovery off the back of Covid19.

These Guys I Know was asked to assist in “raising awareness” of the strong pricing offer encouraging domestic customers to book and travel in campervans whilst global borders were closed during the Covid19 pandemic. We faced a significant initial challenge given it was, effectively, promotion of price - and retail offers are not usually covered through publicity / earned media. However, we worked hard to deliver a very strong communications strategy to position as a newsworthy initiative, delivering well over $1million worth of press - with all national news networks covering it along with regional, an immediate 20,000 online bookings, wider industry growth - and even an award at the TVNZ Marketing Awards for our efforts. Get Moving to Get NZ Moving turned New Zealand into a nation of campervans and we delivered so much coverage we were asked to slow down, so as to ensure the website could cope with such extensive demand!

Other projects delivered for thl include communications relating to the rollout of telematics in the thl fleet, crafting of award entries which have resulted in wins for thl including the Supreme Award at the NZ Tourism Awards, Employer of Choice in Australia and Investor of the Year at the American Chamber of Commerce Awards.

We have also been very proud to deliver extensive coverage for Waitomo Glowworm Caves.

Themes : Tourism, Regions, Economic Growth, Travel, Transport, Strategy, Marketing, Communications.

Waitomo: Illuminating Waitomo, storytelling with purpose.

Waitomo Caves is a renowned rural settlement and tourist village located 19 kilometres northwest of Te Kūiti and home to the world-famous Waitomo Glowworm Caves. These caves are operated by Tourism Holdings in partnership with regional hapū, and are among New Zealand’s most iconic natural attractions.

A visit to Waitomo is a journey into a subterranean wonderland, with deep cultural connection and relevance. We are passionate about this area and have worked to deliver extensive coverage with a focus on cultural integrity and experience - alongside sustainability efforts. Some of our storytelling efforts in Waitomo have focused on science and sustainability efforts including CO₂ management within the caves, native tree riparian planting, the introduction of te reo to guiding so as to enhance cultural experience for visitors, and Matariki (Māori New Year celebrations) in Waitomo. We also launched the Waitomo Trail Run, now a major event for the Waikato region - generating national news before and after the event and securing celebrities and influencers like Art Green, Samantha Hayes and Mike McRoberts to take part in the event. These Guys I Know is very proud of our efforts in Waitomo as they demonstrate our creative approach to critical thinking, demonstrating sound understanding of cultural integrity and sustainability initiatives which has resulted in strong storytelling for this special area.

Themes : Tourism, Waikato, Regions, Maori, Culture, Science, Storytelling, Sustainability.

ALEPH: Launching Aleph Beauty as a Leader in Clean Beauty

When makeup artist and pioneering business leader Emma Peters envisioned a beauty brand that seamlessly blended high performance with conscious consumerism and environmental responsibility, she partnered with These Guys I Know for strategic support in launching Aleph. We worked with Emma to carve out a unique market position for Aleph Beauty, ensuring it stood out in the competitive clean beauty landscape through strong initial communications and creative assets. We developed a compelling brand strategy that embodied the company's values, focusing on key messages of multi-tasking, ethical sourcing, and sustainable beauty products, implementing an approach that immediately resonated with conscious consumers. Aleph Beauty successfully launched with a strong market presence, a loyal and engaged community, industry recognition, and media that cemented its reputation. Since then, Aleph has built to be a leader in the beauty space - we are so proud to have been involved at this brand’s inception and go to market.

Emma Peters - “I’m forever grateful to have connected with you and had you on board in those early stages!” (and we still wear Aleph to this day! Find out more https://alephbeauty.com/)