New Zealand hopes to melt Aussie hearts with ‘Inspired by Wellington’ Gelato Messina flavour
Tourism New Zealand is aiming straight at Australia’s sweet spot, co-opting award winning Sydney Gelato company Messina to develop a New Zealand flavour to promote the destination.
The new new campaign by Whybin\TBWA Sydney focuses on the idea of ‘Inspired by Wellington’, and is the first of a three part series to promote the NZ capital, Wairarapa and Marlborough.
https://www.youtube.com/watch?v=JgpylYRXKDY
Messina founder Nick Palumbo and GM of Tourism NZ Australia Tony Saunders. Credit: James Morgan
Gelato Messina founder Nick Palumbo toured the region looking for inspiration for the limited edition flavour.
Whybin\TBWA creative director Craig Brooks said the campaign aimed to bring the experience of New Zealand to Australians in a unique way.
“We wanted to offer Australians the chance to sample the uniqueness of New Zealand in a completely new way, to share Nick Palumbo’s excitement for the beautiful country across the Tasman,”
David Perks, chief executive of Positively Wellington Tourism said the project was a perfect match for Wellington.
“The ‘Inspired by Wellington’ campaign encapsulates how New Zealand’s creative and culinary capital can ignite your imagination. It’s fantastic to see how Nick has translated his experience into a product that Australians will love – as much as our city”, said Perks.
Simon Canning
Credits:
Advertising Agency: Whybin\TBWA Sydney
Creative Director: Craig Brooks
Creative Director: Tammy Keegan
Junior Writer: Chloe Saintilan
Junior Art Director: Andrew Torrisi
Account Director: Erin Kelly
Senior Account Manager: Alex Stickler
Executive Planning Director: Hristos Varouhas
Producer: Rachel Solomon
PR Agency: Eleven
Senior Account Director: Fiona Milliken
Senior Account Manager: Claire Verlander
Production Company: Two Bearded Men
Director: Tim Pierce
Producer: Toby Crawford
Client: Tourism New Zealand
Regional Campaign Manager: Robert Bowring
Campaign Manager: Stephanie Trachsel
PR Manager: Lauren Coughlan
Love the way she says “we’ve got a huge array of restaurants and baaaaaaas”.
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Choice bro! 😉 Is this flavour available in Melbourne? Specifically the Fitzroy store?
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Hasn’t every brand on the world had their own Messina flavour?
How is this news?
Our company has done two flavours for product launches in the past year, and our marketers haven’t had a new idea since the iPod
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New Zealand? Provincial suburb of Sydney Bro.
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