Gaining a public profile
Relatively modest amounts, bar one big spender, were outlaid campaigning in New Zealand’s largest local body electorate – the Southland District Council.
The low amounts spent on election campaigning may suggest that, in Southland, face-to-face dealings are the way contenders are measured.
Southland District mayor Gary Tong said candidates in Southland could not earn name recognition quickly, it was all about being seen engaging with the community. Tong himself did not spend a cent in clinching his third term, but he meant to.
He had every intention of buying advertising in the lead-up, but in the end never got around to it.
Tong reused billboards from the 2016 local body elections, and he said the economical campaign clearly provided a good return.
The biggest spender was Margie Ruddenklau, who spent $6500.68. She gained a seat as an Oreti ward councillor. Her campaign included about $480.43 on online marketing services and $1130.43 for copy writing.
Tong said Ruddenklau was highly respected in her community, and it would not have taken much to get her name in lights during the campaign.
The election for the Oreti ward, in which Ruddenklau polled second, was tightly contested, with only six votes separating first, Christine Menzies, and third, Darren Frazer. Menzies spent $144.31 and Frazer $406.24, including $156.99 on Facebook.
Natasha Mangels came fourth in Oreti and missed out on council; she declared $1478.99 for advertising as part of her campaign. Mangels gained a seat on the Oreti community board. Margot Hishon polled sixth in that race and spent $1658.57, mainly on a $1366.31 advertising hoarding.
A few district councillors exceeded the thousand-dollar mark.
Mararoa Waimea ward councillor Ebel Kremer invested $1381.88, mostly on advertising but also about $400 worth of photocopying. Rob Scott became a district councillor after three terms on the Lumsden community board; he spent $1437.54 on his campaign materials, including $575 advertising.
Others were more modest. Don Byars spent $590 on his failed mayoral bid, but $265 for a media profile as part of his successful councillorship campaign.
Councillor John Douglas spent $310 on flyers and delivery fees.
Councillor Paul Duffy spent $657.49, all on advertising with various media outlets.
Two councillors also spent nothing and got elected: returning councillor George Harpur and first timer Karyn Owen.
Stewart Island council representative Bruce Ford spent $330 running for both a council and a community board seat.
All donations over $1500 must be declared, and the only candidate with any such donation was Michael Marron, who missed one of the three seats in the Waiau Aparima ward. Marron received a $2000 donation from Firewatch Southland and spent $2016.83 on his campaign.