Fullers turns to Waiheke and Tiritiri Matangi locals to tell its story

  • Advertising
  • December 8, 2015
  • Erin McKenzie
Fullers turns to Waiheke and Tiritiri Matangi locals to tell its story

Poet Ralph Waldo Emerson and countless travel bloggers might have you believe that "life is a journey, not a destination", but a new ad campaign from Fullers by Motion Sickness Studio shows that sometimes the destination matters a little more than the journey—and this is especially true when it comes to the Waiheke and Tiritiri Matangi Islands.

But this isn’t your typical tourist ad with travelers standing and smiling beside monuments. Creative director and founder of Motion Sickness Studio Samuel Stuchbury says he wanted to do something authentic, more of a short documentary.

“It was really important to us that the content we created for [Fullers] wasn’t a cheesy conventional tourist ad, and more about the people visiting ," he says. 

“We wanted to show the locals and the real people. None of the interviews were scripted it was all really genuine from the people we filmed so that was the vibe we were going with them.”

Stuchbury says they talked to the locals to find Neil Clooney, Waiheke Bus Company manager, to share with viewers why he loves running tours on Waiheke and Mary-Ann Rowland, guiding and shop manager, to teach viewers about the conservation work on Tiritiri Matangi

Viewers will be introduced to more locals from Fullers’ destinations including the Coromandel, Devonport, Rangitoto Island and Rotoroa Island as more “short documentaries" are released in the coming months.

While the campaigns may be all about the destination, the relationship between Motion Sickness Studio and Fullers has been a journey.

Over the last four months the agency has worked from the ground up, beginning with the Fullers brand and its values through to redesigning its website, running social media and creating campaigns.

This week, Fullers is giving away a return ticket to Waiheke Island every 30 minutes between 9am and 9pm to celebrate the release of its half and hour timetable to Waiheke Island. In the first 24 hours the website received 1500 entries with the average user visiting the site for 35 minutes, long enough to enter two draws.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit