Tourism New Zealand Launches Global Brand Campaign Via TBWA Sydney

Tourism New Zealand Launches Global Brand Campaign Via TBWA Sydney

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


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Peter Barrie TBWA Sydney Where one journey leads to another

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