RotoruaNZ has launched a new iteration of its Effie-winning ‘Robe Trip’ campaign created by jnr.
A tongue-in-cheek take on your standard Government laws communications, the hero film is led once again by the honourable Mayor of Rotorua, Tania Tapsell, as she takes an eager couple around Rotorua, outlining the ‘Robe Rules’.
Marisa Balle, head of marketing and communications, RotoruaNZ said: “The ‘Robe Trip’ campaign last year was incredibly effective, and not only drove positive brand perceptions, but also visitation and spend. It was only natural that we would follow that up with another campaign encouraging Kiwis to go on a ‘Robe Trip’ to Rotorua to experience all our region has to offer.”
John Marshall, managing director and founder, jnr. said: “Last year, we encouraged people to go on a ‘Robe Trip to Rotorua’, a weekend full of wellness and relaxation. This year, we are here to outline do’s and don’ts of a ‘Robe Trip’ – the ‘Robe Rules’ – reminding Kiwis that Rotorua is the authority on all things rest and relaxation.
Jenny Mak, executive creative director and partner, jnr. said: “With ‘Robe Rules’, we had fun flipping the usual idea of rules on its head – because who says relaxation can’t come with a little cheeky structure? It’s all about making people smile while reminding them that sometimes, the best way to chill out is to follow the ‘Robe Rules’- Rotorua style.”
The original campaign won a gold and two silvers at the 2025 Aotearoa Effie Awards.
Credits
Client: RotoruaNZ
Creative & Strategy: jnr.
Media Buying: RotoruaNZ
Production: Clockwork Films
Director: Steven Saussey
Photographer: Graeme Murray
