Touchcast has won an RFP to work with Tourism New Zealand to spice up TNZ’s digital brand asset management platform that helps all New Zealand's various tourism activities appear unceasingly epic to the world.
This includes improving the usability and experience, and housing all the footage together.
TNZ has large image and footage libraries online that currently tourism industry businesses can apply to use, as long as it is used to promote New Zealand as a holiday destination, is mostly distributed outside of New Zealand, and is not used in paid advertising. In the last year over 65,000 downloads were made from the system.
Tourism New Zealand director of marketing Andrew Fraser says the new brand asset system is strategically important to ensure the best images of New Zealand are showcased.
“The new system will provide a key brand touch point, showcasing high quality still and moving imagery and delivering an online experience that aligns with our other online assets".
Tourism New Zealand explains the reasoning behind these style libraries to photographers on a contributors’ webpage: “Internationally we want to have a unified voice. By ensuring your images reflect a unique style while aligning with the 100% Pure New Zealand campaign, the same story is being told to our potential visitors. Tourism New Zealand must use 'on-brand' images at all times in campaign material but it is rare for campaign partners to have imagery that meets our style.”
Touchcast's Auckland business director Raf Rasile says “[This project] will provide our team with an interesting challenge given the breadth of content and audiences that the platform needs to cater for, and furthers the consistent collaboration across the four NZ Inc. agencies.”
Touchcast’s other NZ Inc client accounts are Education New Zealand, NZ Story, and Immigration New Zealand.