Tourism New Zealand has unveiled a new mobile-led global brand campaign with the help of TBWA Sydney which aims to inspire travellers to seek out unique experiences by ‘heroing’ some of the country’s hidden gems.
The ‘100% Pure New Zealand: Where one journey leads to another’ campaign begins with a film shot specifically for vertical screens that explores the hidden gems found in New Zealand’s regions.
Diving at Poor Knights Islands marine reserve, glamping in Abel Tasman National Park and exploring ice tunnels on Franz Josef Glacier are just a few of the discoveries featured in the campaign.
Andrew Fraser, director of marketing at Tourism New Zealand, said: “New Zealand’s tourism has seen unprecedented growth in recent years, with more Aussies now seeking out a more diverse and enriching holiday experience.
“With new discoveries just waiting to be unearthed, we wanted to show the range of experiences and hidden gems that New Zealand has to offer and inspire travellers to go beyond the key hubs.
“The campaign aims to inspire travellers with the unexpected regional experiences on offer, delivering this right into their hands with this mobile-led creative.”
Client: Tourism New Zealand
Director of marketing – Andrew Fraser
General manager of global marketing and communications – Kate Necklen
Agency: TBWA Sydney
Deputy executive creative director – Craig Brooks
Associate creative director – Katrina Alvarez-Jarratt and David Roberts
Writer – Chloe Saintilan
Art director – Andrew Torrisi
Group account director – Erin Kelly
Account director – Helen Campbell-Borton
Campaign manager – Matthew Moran
Chief strategy officer – Hristos Varouhas
Senior integrated producer – Lauren Reilly
Design director – Chris Mawson
Re-toucher – Nick Mueller
Sound – Beau Silvester
Content editor – Etienne Ancelet
Production Company: Finch
Director – Nic Finlayson
Executive producer – Karen Bryson
Producer – Catherine Anderson
DOP – Lachlan Milne
Second unit DOP – Darryl Ward
Post-production: The Arc (offline) and Finch (grade/online)
Editor – Drew Thompson
Colourist – Trish Cahill
Online –Andy Timms
Music: The Passenger
Writers – James Osterberg and Ricky Gardiner (Hebbes Music/ BMG/ EMI Publishing)
Performer – The Phoenix Foundation
Music supervision – Anton Trailer
Photographer: Fraser Clements
Photography assistant – Jake Dennis