Award Case Study: Good Morning World – Special Group New Zealand and Australia with Sweetshop and Nimble for Tourism New Zealand

This campaign for Tourism New Zealand wowed the Mumbrella Awards 2020 judges for a range of reasons. Not only was it 100% on brand and drove great engagement, but it was a campaign sustained with content creation spanning 265 days - a smart evolution of the strategic platform, executed beautifully and dripping in authenticity. This is Special Group’s entry below, along with the judging criteria utilised to award it Content Marketing Strategy of the Year.

By 2018, Tourism NZ had spent 20 years consistently building a strong and unique position for NZ as a destination. The longstanding ‘100% Pure New Zealand’ brand platform had succeeded at globally anchoring NZ as the ultimate destination for unadulterated, natural landscapes.