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He said social media advertising can be annoying to many people because it is more “literal.”
He said the re-elected councillor had placed three ads in a local newspaper to appeal to “key voters” who still read print publications.
Kurachi’s Facebook campaign page has 25 followers, and he posted three times during the six-week campaign.
He won the Tauranga City Council election in July with 1894 votes and selected the mayor and nine councillors who would govern the city for the next four years.
He was 170 votes ahead of Kim Renshaw, who came in second and has a higher profile on Facebook. Renshaw also did not run Facebook ads, according to Meta Ad Library.
Part of the secret to Curach’s success lies in its slogan and the fact that the sign is a hit.
Every election, extra signs are printed for MPs because they are stolen.
“I’ve heard a lot of stories about where my signs ended up.”
One was displayed at a couple’s wedding in Fiji, and his daughter saw one proudly displayed in the windows of some student apartments when she was at university.
“It’s amazing how in a smaller city, a small thing can become a small phenomenon.”
Kulak heard that during this election, a bus full of school kids would chant “Vote Rick” whenever they passed a sign.
The winning slogan almost didn’t make the cut in the first place. It was a choice between “Tick Rick” and “Pick Rick.”
“We chose Rick, and that has been consistent throughout his political career.
“It’s like Weet-Bix, you don’t change your brand.”
Kulak said it was a positive decision because under the single transferable vote system, voters no longer tick their ballot papers but number them.
Kurachi served as a member of parliament from 2001 until he lost his seat in 2019. He said he “dodged a bullet” by not being in parliament.
“That was probably not a good place to be in that year or so.”
The council elected in 2019 was sacked by then Local Government Minister Nanaia Mahuta over infighting and governance issues.
In February 2021, she replaced them with a four-member commission led by former councillor Anne Tolley.
Kulak said he is optimistic about the new committee.
“We have a great group of employees, especially with a willingness to work together. Given what happened last time, they are all eager to work harmoniously and if any issues arise, they are resolved immediately to prevent them from becoming a problem.”
Eight members of the team had not served on the committee before. Papamoa MP Steve Morris, He was last elected in 2019 and is the only former councillor.
Curach said he was standing because he thought it was important to have some experience on the council. He was also concerned about the affordability of proposed rate increases in the 10-year plan and Tauranga’s housing shortage.
“We have a serious problem because the lack of housing supply is keeping house prices and rents high.”
The new parliament will be sworn in on Friday.
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