Off the back of its successful ‘Robe Trip’ campaign, RotoruaNZ has launched its latest piece of work with trans-Tasman independent creative agency jnr. This time encouraging whānau (Māori for extended family) to ‘Relax Hard in Rotorua’ this school holidays.
The second campaign off the brand platform ‘Reset in Rotorua’ taps into the insight that it’s not just the kids who need a school holiday-holiday. Parents have worked hard. They’ve parented hard. They’ve dealt with deadlines, drop-offs, and 3am wakeups that don’t care it’s a Tuesday. Now it’s their time to ‘Relax Hard in Rotorua’.
“‘Robe Trip’ was one of our most successful campaigns in recent years—it not only drove a spike in visitation but delivered real value to Rotorua’s visitor economy. With ‘Relax Hard’, we’re excited to build on that momentum by showcasing Rotorua as the ultimate family getaway destination that offers the perfect balance of fun and relaxation for the whole whānau,” said Andrew Wilson, chief executive Rotorua NZ.
“For this campaign it was important we not only appealed to a new audience, but we kept the things that worked for us previously with ‘Robe Trip’. The high-end fashion look and feel was used again to create a sense of preimmunises, and the whānau dynamic made sure we kept the same cheeky attitude that worked so well for us last time,” added John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto, managing director and founder, jnr.
“We believe this new campaign will remind the whole whānua all the great things the region has to offer.”
The campaign goes live from August 25, 2025 and runs across cinema, outdoor, press, radio, digital, social, influencer, partnerships and activation.
