New Destination Rotorua Marketing (DRM) TVCs are hoping to win the hearts of Kiwi travellers, especially Aucklanders.
DRM general manager Oscar Nathan says its research showed New Zealanders are drawn to Rotorua for its nature-based activities as much as traditional tourism sites.
“Rotorua is the real New Zealand – beautiful, unpretentious and authentic, and our research showed that this is what matters to Kiwis," he says.
The 60 second and two 30 second TVCs were filmed at more than 30 locations including The Blue Lake, Redwoods Forest, Whakarewarewa Geothermal Valley, Rotorua Museum and Government Gardens.
They're fronted by 14-year-old Te Rina West, chosen from 300 other locals who auditioned for the role. DRM says her family has a history in the tourism industry, with her mother and siblings working at Te Puia in Rotorua.
The song Pokarekare Ana has had a makeover for the TVC thanks to former Supergroove frontman-turned-composer Karl Steven.
The ads are part of the Famously Rotorua three-year campaign aimed at showcasing Rotorua's diversity. It also includes public relations, digital, billboards and a new responsive website.
DRM partnered with mediaR and creative director Paul Taylor from The Neighbourhood to create the commercials. They will air on TV1, TV2 On Demand, TV3, Prime, The Living Channel and the Food Channel.
UPDATE: And here they are.
Agency – MediaR Ltd
Agency Contact – Tony Richards
Creative Director – Paul Taylor
Production Company – The Neighbourhood
Director – Paul Taylor
Producer – Penny Hall
DOP – Sigi Spath
Music/Composer – Karl Steven
Colour Grade – Blockhead – Pete Ritchie
Online – 2 1/2D
Sound Mix – Franklin Road