Personalised Plates shuts up after losing NZTA licence

By Aimee Shaw

A message showing on Personalised Plates' website.
A message showing on Personalised Plates' website.

Personalised Plates has lost the job of selling customised number plates to New Zealand drivers after 28 years.

The firm made the announcement on its website, stating that from today all number plate enquires should be directed to the NZ Transport Agency (NZTA).

"We have been privileged to have this opportunity for the past 28 years, but now it's someone else's turn," Personalised Plates' website said.

Australian liability firm Publicis Communication has now received NZTA licensing, after the government agency earlier said on its website it was looking for a new company to do the job.

"The Transport Agency now seeks to contract with one or more organisations for the sale or other disposal of the right to personalised plates," its website stated.

"The Agency is looking for one or more suppliers to deliver a fresh view of the personalised plates market in order to improve customer access and choice and to improve the level of revenue returned to the Transport Agency's road safety programme.

"The core service is a marketing and sales capability providing a quality customer experience in selecting a channel and a product and in paying for the product."

NZTA's website states the tender was awarded to Publicis Communication PTY on July 21 after registrations closed November last year.

Publicis was selected as the new contender from a short-list of four bidders.

NZTA spokesperson Andy Knackstedt said this was given on the basis that their RFP response best met the Agency's objectives.

"The Transport Agency's objective is to improve the quality of products and services in the provision of personalised plates, to make the products more appealing to a wider range of people, increase sales and increase the revenue which the sale of personalised plates generates for investment in road safety programmes," Knackstedt said.

Driver's looking to get a customised number plate can now do so at

The price of a customised number plate starts at $599 for a standard plate with a block colour and ranges from $750 onwards for intricate designs, lettering and numbering.

KiwiPlates is also looking to start a 'marketplace' to buy and sell pre-owned number plates.

- NZ Herald

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