Opinion
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  In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.
  
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Tourism NZ targets young Australian travellers through MTV

Tourism New Zealand has teamed up with MTV to launch an on-air and online initiative aimed at 16-24 year old Australians.

The “MTV’s Guide to New Zealand” campaign centres around Kiwi-born musicians including rapper Scribe, punk-rockers the Mint Chicks and Liam Finn, son of Crowded House’s Neil Finn.

They feature in a series of documentary-style interstitials that will air this weekend on MTV Australia and its website.

The musicians share their favourite locations that cannot be found in tour guides or handbooks, visiting music venues, beaches, restaurants, bars and festivals.

Tourism NZ has worked with its Australian media buying agency Mindshare and MTV Brand Solutions to create the campaign which will run alongside the tourism body’s existing “Which NZ are you this time?” campaign in Australia.

Barry Eddington, Tourism NZ regional manager Australia, said: “The MTV campaign enables us to speak directly to youth audiences for the first time, in an environment they trust. The association of dynamic Kiwi artists enables us to highlight the diversity of New Zealand’s music, culture, food and art offerings, which will inspire Australian youth to experience New Zealand for themselves.”

Credits:

Director, MTV Brand Solutions – Colin Blake
Creative Director, MTV Brand Solutions – Vanessa Zuppicich
Senior Creative, Manager, MTV Brand Solutions – Kate Davitt
Creative, MTV Brand Solutions– Anna Snowman
Talent & Artist Relations, MTV – Simone Stopford
Director, MTV’s Guide to New Zealand – Miki Magasiva, Curious Film
Executive Producer, MTV’s Guide to New Zealand – Peter Grasse, Curious Film

March 13th, 2010 at 4:53 pm

Comments

stop-over
14 Mar 10
10:59 am

This would’ve been much better if it’d been a 90 sec spot. 4 mins is just too long – it actually makes it looks like there’s nothing to do except go to a mall-type dumpling shop, a fish and chips shop and a bar area inhabited by about a dozen people, but only on Friday and Saturday nights.

EL G
15 Mar 10
10:10 am

I like this. Don’t mind the 4 minutes. Its actually one of few times I see “branded content” that is actually watchable content.

MD
15 Mar 10
10:12 am

Good stuff.
Very different from other Tourism NZ ads.
This actually makes me want to go to NZ.

Anonymous
15 Mar 10
10:14 am

Crimechurch looks quite cool for once.

Bertie
15 Mar 10
10:18 am

I really like it ! Found it really interesting & didn’t even think of it as advertising. Beautiful shots with an interesting and fresh focus. Gold star

mumbrella
15 Mar 10
10:19 am

I’m calling astroturfing.

The above four comments come from the same IP address – it’s one associated with MTV.

Cheers,

Tim – Mumbrella

Chris Campilan
15 Mar 10
10:20 am

This was a great idea. I wasn’t really a fan of Scribe, but after seeing this video I kinda like the guy. He’s humble and proud of his hometown.

Paxi
15 Mar 10
10:21 am

Booking my flight to NZ right now.
Scribe you so cute

mumbrella
15 Mar 10
10:21 am

Yep… “Chris Campilan” is from that MTV IP address too.

You can stop now, guys.

We understand that you’re proud of your work. And feel free to comment about it – but please be transparent about where you’re coming from.

Cheers,

Tim – Mumbrella

Nicole
15 Mar 10
10:24 am

I would actually love to see this as long form programming. What’s great is it highlights things that aren’t the cliche you normally see in tourism ads. Thank you for not showing us another bungee jumper for example, or boring lush green fields with sheep. Well done for creating something interesting and something I would invest time in, and showing a part of NZ I haven’t seen before. Great stuff.

Jp
15 Mar 10
10:24 am

Not bad.
Got a nice feel to it.

mumbrella
15 Mar 10
10:31 am

Seriously. If I were you, I’d stop now. You’re beginning to embarrass yourself.

Cheers,

Tim – Mumbrella

j davison
15 Mar 10
10:36 am

Ramping gone mad

Clinton
15 Mar 10
10:36 am

Hilarious.

Nick Hansen
15 Mar 10
10:41 am

As a raised South Island kiwi from Hokitika, I remember coming across Otira and Arthur’s Pass to ChCh and it was like coming to the big smoke! My memories of the city are pretty text book: the avon, hagley park, cathedrel sq and the wizard!! It was nice to see a bit more of the city in a different light, although I would have loved Scribe to go inland up the coast road (for selfish reasons) instead of going up to Kaikoura as that area of NZ is totally stunning. But Kaikoura is a cool tourist destination though so, guess that works in context

Hey MTV/Tour NZ, do a documentry on me and I’ll take you up the coast road! Nah sweet.

Not_MTV_ employee
15 Mar 10
10:41 am

OMG this is so cool! What a great job those hardworking guys at MTV ™ are!

Beaudacious
15 Mar 10
10:49 am

No one else? Really? Surely there’s a few staff left at MTV who haven’t had their say yet?

Bizness
15 Mar 10
10:50 am

lol @MTV… embarrassed much? why not let the content speak for itself, it’s obviously getting picked up by advertising/branding sites…

MTV Employee
15 Mar 10
10:52 am

I heartily endorse this message.

*tick*

I heartily endorse this message.

*tick*

I heart–

Chris
15 Mar 10
11:08 am

Shame the MTV staff have spammed this post, cause that was actually a pretty good piece. Tad long for my taste, but the concept is tops and executed nicely.

Bruce
15 Mar 10
12:18 pm

Makes my old home town look cool and happening – nice!

Art Vandelay
15 Mar 10
1:02 pm

MTV staffers- grow up you self-important little twats.

Art Vandelay
15 Mar 10
1:10 pm

PS: Its a pretty good clip.. Nicely shot.

I never watch 4min clips like this, and I watched it the whole way through.

Pity the thread got astro-turfed.

Not a Scribe Fan
15 Mar 10
1:43 pm

I never liked Scribe or Christchurch. Yet, I have to say that piqued my interest in both.

Chuck's my barman
15 Mar 10
1:52 pm

Could not get past 41 secs before being bored crapless and quitting. and why fat guys in skinny jeans behaving like they went to school in the 90211?

MD
15 Mar 10
3:13 pm

Yes I am affiliated with MTV.
What does that have to do with anything?
Still the first time I see this.

mumbrella
15 Mar 10
3:16 pm

MD, when eight posts come from the same IP address in the space of 14 minutes, all claiming to be from different people, something’s going on.

Cheers,

Tim – Mumbrella

The Dr
15 Mar 10
3:59 pm

Tim you’ve cracked a massive conspiracy – well done – journalism at it’s stunning best.

ben
16 Mar 10
12:37 am

Well done Tim. Not many people would have the balls to do what you’ve done, but in the interest of fair opinion you’ve done it.

A true journo and much respect to you.

Corey Allen
16 Mar 10
10:07 am

It’ll be great to see the Wellington piece as there’s actually stuff to do there.
I thought the Christchurch piece was a little hard to get through, although I did like Scribe getting back to roots and making some Cream Paua. Tasty.