Company name: The New Zealand Open
Headquarters: Millbrook Resort, Arrowtown, New Zealand
Founded: 1907
We’re thrilled to have the New Zealand Open team among our Pics.io customers. Known as one of New Zealand’s most iconic sporting events, this annual professional golf tournament brings together top-tier players from around the globe. It’s a unique blend of skill and camaraderie, where professional golfers compete for the championship while amateurs get a once-in-a-lifetime chance to play alongside the pros in a pro-am format.
We recently caught up with Mike Hadnett, Marketing Manager for the New Zealand Open, who shared how the team uses Pics.io DAM to keep their tournament running smoothly behind the scenes.
- Could you tell us a bit about the New Zealand Open? Sports fans likely know all about it, but it’s always great to hear the story straight from someone on the inside. What’s the tournament’s mission, and what makes it such a standout event?
The New Zealand Open boasts an incredible history—it will be played for the 104th time in 2025, making it one of New Zealand’s oldest and most respected sporting events. First held in 1907, the tournament has showcased some of golf’s greatest names over the years. Legends like Sir Bob Charles, Peter Thompson, Tiger Woods, and Cam Smith have all walked our fairways.
The event takes place at Millbrook Resort in Queenstown, undoubtedly one of the most beautiful places in the world to play golf. Beyond the competition, there’s something truly special about the mix of professionals and amateurs sharing the course. It’s a tournament that not only brings together world-class talent but also celebrates the unique character of New Zealand.
- What’s your role on the team, and how long have you been with the New Zealand Open?
I’m the Marketing Manager and have been in the role since late 2019. Before that, I was involved with the tournament by creating on-course social media content for a few years. My background is in digital marketing and web design, so it’s been a natural fit.
"Pics.io helped us clean up that process. It’s now much easier to organize, share, and access content without wasting time digging through duplicates or endlessly searching for the right file."
- What challenges led you to look for a DAM system? How did Pics.io help?
Managing imagery and content for a tournament of this scale involves many moving parts. We share assets with many stakeholders before, during, and after the event, but using traditional file-sharing tools made it harder than it needed to be. Files were getting duplicated, and people struggled to find what they needed.
Pics.io helped us clean up that process. It’s now much easier to organize, share, and access content without wasting time digging through duplicates or endlessly searching for the right file.
- What does your current workflow look like now with Pics.io in place?
It’s much more efficient. Our content creators can upload files directly using a unique link, and from there, we sort and tag everything in the DAM. That content is then ready to share with whoever needs it, whether that’s players, media, or our partners. Best of all, this can be done much quick, meaning our players and stake holders can access content faster helping us maximise our digital reach.
We’ve also set up a general portal that makes it simple for people to access imagery and other assets on their own. It’s a big step up from the old way of managing things.
- What types of files do you manage with Pics.io?
We primarily manage photos, videos, and PDFs, and we’re planning to add audio recordings for our Media Centre next year.
- Which departments use Pics.io? How many people are involved?
Our Marketing and Media team uses it, along with the Sponsorship team. During the tournament, we have around 8 to 10 people handling the back end, but the platform supports a much wider group. Players, media, and partners all rely on it—around 350 players and over 150 media members, plus our family of tournament partners.
- Do you work with freelancers or contractors? What does that workflow look like?
Yes, we do. The process is pretty straightforward: content is created, uploaded, reviewed, and then organized into the DAM. From there, it’s shared through the appropriate portals or websites. It’s a clear system that keeps everything moving smoothly.
- You’re using Pics.io websites. How are they set up, and how do you use them?
We’ve set up separate websites—or portals—for each of our partners and sponsors, which adds up to about 35 in total. We also have portals for media and players, and during the tournament, we create individual portals for around 150 players.
Ahead of the event, we share key imagery with partners and sponsors to prepare. During the tournament, we add relevant photos and videos, and after it wraps up, we share clips from the broadcast and any other content we’ve produced. It’s a great way to keep everything organized and accessible.
- What’s been the biggest benefit of using Pics.io for your team?
It’s made finding and sharing assets a lot easier. We’re no longer dealing with duplicate files, and we can share content securely and in a way that looks professional. Having everything organized saves us time and makes things less stressful during a busy event.
"Pics.io made finding and sharing assets a lot easier. We’re no longer dealing with duplicate files, and we can share content securely and in a way that looks professional. Having everything organized saves us time and makes things less stressful during a busy event."
- Can you estimate how much time Pics.io saves you?
It’s hard to put an exact number on it because the initial setup takes time. But once it’s in place, the focus shifts. Instead of spending time sorting through files, we can put that energy into creating better content and experiences for our partners.
- What’s your favorite Pics.io feature?
The search function works really well, whether you’re looking for a file name or specific metadata. I haven’t explored the AI facial recognition yet, but it could be a huge advantage if it fits within our budget.
- How did you first discover Pics.io?
Through Google! I was looking for something similar to Canto, which I’d used before, but I needed something more cost-effective and delivered the website/portal features.
- Finally, what feedback do you have for Pics.io? What do you like, and what could we improve?
I’d love to see more customizable branding options for websites, especially those with a built-in search bar. Requiring users to enter their email to download files would make it easier to track access and measure website usage. Adding basic website analytics would also be a great improvement.
Sometimes, thumbnails don’t generate when I upload files to portals—having a quick way to clear the cache myself would save time. Lastly, it’d be helpful if files automatically deselected after being moved, as lingering selections can cause confusion.
- Thank you so much for taking the time to share your insights with us!
Did you enjoy this interview? Give Pics.io a try! — Or book a demo with us, and we'll be happy to answer any of your questions.
