In a move reminiscent of stations on Washington DC’s metro system, a towering digital billboard opposite Parliament has become the latest battleground for lobbyists seeking to influence policymakers.
However, what’s being flogged in Wellington is more political messaging than military hardware from defence contractors.
An increasing number of campaigning organisations are buying time on the Whitmore St site, including Federated Farmers, the Motor Trade Association, Rewiring Aotearoa, and even a retired doctor calling out both major parties on the rebuild of Dunedin Hospital.
Several of those organisations also highlighted to media their deliberate purchase of space on the billboard.
In a release, the MTA said, “to make sure Government MPs see where they’re passing and failing, MTA has taken out billboard space right under their eyes, across the road from the Beehive.” And Federated Farmers spokesperson Toby Williams said, “it’s a clear target at the politicians, and the bureaucrats who make the decisions.”
“We want them thinking on their lunch breaks and when they’re walking through the halls of Parliament, look out at our billboard and just get a really clear message from farmers.”
Q+A asked around Parliament whether the messages have been noticed.
Minister Chris Bishop said he’d noticed it, saying “we travel from Parliament down that street, so it’s pretty hard not to notice. To be honest, it’s clever.”
Labour MP Kieran McAnulty said he’d also noticed the billboard and offered support for the Federated Farmers campaign.
But neither of those MPs is the primary target for two of the campaigns – that honour goes to energy and climate change minister Simon Watts.
Watts appears on the billboard photoshopped into a superhero costume, as part of the Rewiring Aotearoa “MegaWatts” campaign.
The minister points out that he didn’t pay for it to go up. But he did note the billboards are visible from the ninth floor of the Beehive, where the Prime Minister has his office.
The billboard is in prime position, but when asked whether that meant it cost a premium, billboard owner Lumo declined to comment.
The Campaign Company has placed ads on the billboard, and general manager Ani O’Brien said the location has been a key consideration.
“A couple of our campaigns recently have been placed on the Lumo site on Whitmore Street, and that is visible from ministerial offices, and so that has been a very conscious part of our strategy because the message has been one that they want politicians to see and understand,” said O’Brien.
But does the billboard actually change the minds of politicians and their staff? Simon Watts was sceptical on that point.
“I don’t get caught up in ads. I’m focused as minister on energy affordability and security, and I don’t need an ad to remind me of that.”
Q+A with Jack Tame is made with the support of New Zealand On Air
