Tourism New Zealand has launched its first global campaign by creative and production agency Augusto.
With the country’s landscapes still featuring as an impressive backdrop, the new campaign talks to New Zealand’s warm and welcoming culture, inviting travellers in to share this extraordinary part of the world.
Tourism NZ global brand and content manager Brodie Reid said, “Most of the world knows about New Zealand’s beautiful scenery, but we hear so many amazing stories of Kiwis going above and beyond for visitors that we felt it was time to reflect the welcoming nature of our people as well.”
Augusto joint CDs Matt Sellars and Rich Robson said, “It’s great to be part of Tourism NZ’s brand evolution, taking an authentic approach to their storytelling, and highlighting the reality that in New Zealand you don’t have to travel far to be treated like a local.”
The new Tourism NZ campaign has taken shape with a hero video exploring the welcoming sentiment of New Zealand as a place to visit, from our landscapes to our people.
The campaign extends through a series of road trip videos that follow a travelling couple as they’re welcomed into NZ’s regions, using a simple “Kia Ora” as an ice-breaker to unlock local insights and memorable itineraries.
Tourism NZ chief executive Stephen England-Hall said, “The people and culture are what make this country unique.
“The new videos are the first pieces of work to reflect where we are looking to take the brand and will be a good test to see how it lands in our overseas markets.”
The campaign’s ‘Welcoming Journey’ spot has already racked up a million views across YouTube, Facebook and other social platforms, having launched only 48 hours ago.
The campaign will continue to roll out predominantly through Facebook over the coming months, with additional content focused on helping new travellers plan for a New Zealand trip, where they’ll find themselves welcomed with open arms.