Matariki is the Maori name for a cluster of stars also known as the Pleiades. It rises in late May or early June, and traditionally heralds the start of a new year. Matariki celebrations fell out of favour in the 1940s, but are now growing in popularity following a revival led by the Maori Language Commission, the Ministry of Education and Te Papa museum.
This year, Matariki began on 18 June. A festival around the event began on 20 June and will run until 19 July.
Mighty Ape ‘Sales gorilla’ Vicky Robinson says the company hasn’t run a Matariki sale before.
“The thinking behind it was, we're a family owned, New Zealand based company, and want to support all things Kiwi,” she says. “It wasn't so much about sales, more around celebrating something that is unique to us.”
Robinson says Mighty Ape launched a similar campaign around Chinese New Year in February. It targeted Chinese browsers so that they saw a special “Happy New Year” message.
Foodstuffs and Fly Buys also ran a Matariki promotion this year and in 2014 through the New World brand. Foodstuffs representative Katherine Klouwens says this promotional activity was amplified this year and tied into a one day sale.
“We wanted to celebrate the Maori New Year and reward customers with bonus Fly Buys points, one day sale deals and inspiring meal inspiration when shopping at their favourite, local New World,” Klouwens says.
Does your business celebrate Matariki? What do you think about it?