The transportation agency spent more than 180 180,000 on clean car discount ads during the first month of July.
Advertisements Print and radio ads as well as posters, flyers and Google ads are paid online.
The taxpayers’ union said it was a waste of money because the policy did not require much media attention.
Some of the full-page ads the agency paid to read: “More than 80 80,000 discount on a new electric car? That’s an EV decision.”
Taxpayer Union spokesman Louis Holbrooke said it was a “huge waste of money.”
“The problem here is the assumption that government departments need to launch a taxpayer-funded information campaign for every policy,” he said.
“It got a lot of media coverage in particular, our politicians were debating it, it’s not that New Zealanders weren’t aware of this policy.”
The cost breakdown shows that approximately 30 30,000 was spent on advertising with Clemenger BBDO, $ 34,000 on print advertising, and $ 50 on radio advertising over a three-week period. 000 5,000, پو 5,000 on posters and flyers, $ 27,000 on Google ads, and about $ 35,000 on content partnerships, or sponsored content, which runs on Stuff and NZME mastheads.
Holbrooke was particularly unhappy with the sponsored material.
“At the top right it says content sponsored by Waka Kotahi. Now for someone who is looking at such an article at a glance they may not read it, so we don’t think it’s transparent enough. ۔
“At least you’d expect the Waka Kotahi logo to be there somewhere, but no, it looks like normal articles when they really thrive on taxpayer funding.”
Overall, the campaign included 21 half or full commercials in daily or weekend papers, and radio commercials on 24 stations nationwide.
Greg Lazarro, general manager of safety, health and environment at the transport agency, said. RNZ A statement said the money was well spent.
“The cost of the campaign represents a very small fraction of the government’s significant investment that encourages the use of low-emissions transport, which is expected to reach 25 25 million annually by 2023-24.
“In the first month of the scheme, 1944 EVs and hybrid light vehicles were registered in New Zealand, compared to 521 in June.”
Lazaro said the campaign was aimed at getting people to the Transport Agency’s Clean Car Discount website, where they can find out more about how to apply for a discount, and if they are eligible.
But Holbrooke was less convinced, saying some of the ads looked like they could be for car companies.
“In this type of advertising, you would expect car companies to run this type of advertising already.
“It’s not clear why the government or taxpayers need to spend 200 grand to promote a discount on a new car.”
For comparison, while the transportation agency spent only 180 180,000 on advertising on clean car discounts in July, the Energy Efficiency and Conservation Authority spent at least 400 400,000 on its general low-cost campaign, reducing people at home. Encouraged to use energy, at work, or on the road