Fire and emergency
Porter Transformer


Our brief was to tell Fire & Emergency New Zealand’s largely untold Northland story. There were two key components to this.

The FENZ team’s commitment to the three-day Waitangi Festival needed to be communicated. In addition, messages of fire risk reduction over summer were also vital to share across the hot, dry months in a region at greater risk of fires.

Porter Transformer


Porter Novelli worked with FENZ National Office, local firefighters and stations to develop a plan to raise awareness of Fire & Emergency New Zealand’s involvement at Waitangi, its commitment to Tangata Whenua and promotion of summer’s ‘Check It’s Alright to Light’ campaign. 

We worked with FENZ to create local Northland content – photography, videography and case studies featuring people from the community.  This enabled the organisation to tell its own story with authenticity and local voices. The content was then used across paid, owned, earned and shared platforms in Northland and nationally.

Porter Transformer


  • Northland radio and community print coverage, and national print and TV coverage was achieved in the lead up to Waitangi Day. The highlight was an opinion editorial on featuring Fire & Emergency’s Northland iwi liaison officer Albert Cash which achieved significant positive online engagement. ​
  • Risk reduction messaging and encouraging people to check if they could light a fire, and/or needed a fire permit, was featured in media from Boxing Day to New Year’s Day. ​
  • Regular media spots for Fire & Emergency were secured on Radio NZ’s Summer Times show and on Ngati Porou FM, allowing regular public updates.​
  • The creation of uniquely local (in this case Northland) content was a model FENZ planned to use in other parts of the country thanks to its success at Waitangi 2019.

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Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.