The Covid-19 lockdown in New Zealand was like torture for travelling kiwis. This is the catalyst behind a new Visit Ruapehu campaign launched this week, created by Auckland indie agency RUN.
RUN created the tactical campaign to reflect the feeling of the nation, by transporting people from the confines of their boring Zoom meetings, out into nature. It features fly fishing, cycling on the famous Timber Trail, hiking and enjoying surrounding townships.
Visit Ruapehu General Manager Jo Kennedy says, “Ruapehu is the perfect destination to get back to nature, connection, and life post lock-down, in the stunning country we live in. The region is full of outstanding scenery, sights and experiences. On and off the mountain there’s plenty to see and do, all with a healthy dose of open space and tranquillity that we all need right now.”
“‘Zoom to Ruapehu’ really resonated with us when RUN presented the idea, now in every Zoom meeting I imagine the camera panning out to one of our beautiful vistas,” Jo says.
RUN CD, Raymond McKay adds, “Online Zoom meetings became the catch-cry of the Covid-19 lockdown, so we liked the idea of playing on that in a totally unique way – all while featuring the stunning scenery of the region.”
The campaign was shot around the Ruapehu region, with the RUN team also handling post-production in-house – all on a shoestring budget. The campaign includes film, print, social and wider digital media. It is the first phase in a long-term tourism recovery marketing plan the agency have been working on with Visit Ruapehu.
