Tourism New Zealand launches new mobile-led campaign
Tourism New Zealand is renewing its tourism push under the 100% Pure New Zealand brand, by showing would-be travellers how one journey leads to another in a mobile-led campaign.
Created by TBWA Sydney the campaign includes a two-minute short film and a one-minute short film which are shot specifically for vertical screens such as mobiles and iPads.
The films cut between the different activities which can be done in New Zealand including snorkelling, glamping, hiking, swimming, skiing and site seeing.
‘One journey leads to another’ will also be run as an out-of-home campaign with three different billboards featuring different aspects of the country.
Andrew Fraser, director of marketing at Tourism New Zealand, said in a statement: “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,” he said.
Craig Brooks, TBWA deputy executive creative director, said: “We wanted to capture that sense of serendipity and reveal that it’s your curiosity that guides you from one great experience to the next.”
Credits:
- Client: Tourism New Zealand
- Director of Marketing: Andrew Fraser
- GM Global Marcoms: Kate Necklen
- Agency: TBWA Sydney
- Deputy ECD: Craig Brooks
- Associate Creative Director: Katrina Alvarez-Jarratt
- Associate Creative Director: 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
- Retoucher: 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, written by James Osterberg and Ricky Gardiner (Hebbes Music / BMG / EMI Publishing) and performed by The Phoenix Foundation
- Music Supervision: Anton Trailer
- Photographer: Fraser Clements
- Photography Assistant: Jake Dennis
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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