There's nothing quite like a Kiwi road trip and Tourism New Zealand has capitalized on this, launching a global campaign with Augusto that focuses on New Zealand’s warm and welcoming culture.
Called 'A Welcoming Journey' the campaign is part of the 100% Pure New Zealand campaign, with a hero ad showcasing New Zealand as a welcoming country to visit for tourists.
It features images from the impressive landscapes around the country interspersed with tourists chatting with friendly locals, while a voiceover speaks welcoming words such as, “This land is wide open for sharing, our culture welcomes all cultures" and "What you'll discover on your journey throughout this precious land is that you're welcome here".
The campaign then extends through a series of road trip videos though regions following the same tourist couple and locals featured in the hero spot. In the videos, a simple ‘Kia ora’ invites interactions between the tourists and locals.
The pair head to Mt Maunganui via Hahei where they go kayaking at Cathedral Cove, swim in the surf at the Mount and get invited to a local’s house for dinner.
Another video shows the tourists travelling from Napier to Whakatane via adventures such as cycling in the Whakarewarewa forest in Rotorua, walking the Karangahake Gorge in Waihi and seeing the Huka falls in Taupo, as well as being invited to visit a marae in Whakatane.
In the South Island, the pair travel from Christchurch to Marlborough via some kai in Kaikoura and jet boating at Hanmer Springs.
And finally from Christchurch to Milford Sound, via the Hump Ridge Track in Tuatapere, Nugget Point Lighthouse, Curio Bay Cliffs and Eglinton Valley.
Brodie Reid, Tourism NZ’s global brand and content manager, says most of the world knows about New Zealand’s beautiful scenery, but it hears stories of Kiwis going above and beyond for visitors and felt it was time to reflect the welcoming nature of New Zealand's people as well.
Joint creative directors from Augusto Matt Sellars and Rich Robson say it's great to be part of Tourism NZ’s brand evolution, taking an authentic approach to the storytelling, and highlighting the reality that in New Zealand you don’t have to travel far to be treated like a local.
Tourism NZ’s chief executive, Stephen England-Hall, adds that the people and culture are what make this country unique.
"The new videos are the first pieces of work to reflect where we are looking to take the brand and will be a good test to see how it lands in our overseas markets.”
The campaign will continue to roll out predominantly through Facebook over the coming months with additional content focusing on helping new travellers plan for a New Zealand trip.
This comes following the announcement that Special Group will soon be stamping its mark on the ‘100% Pure New Zealand' campaign after Tourism New Zealand appointed the agency to work on the project.
The appointment follows a pitch among its existing suppliers, in which Special's New Zealand and Australian offices worked together. StopPress understands TBWA\ Sydney was the other agency in the running.
Tourism New Zealand general manager of PR and major events Lauren Vosper says it’s incredibly important it gets the evolution of the New Zealand destination brand right.
“Our people and culture are diverse and multifaceted and we need to make sure we capture this authentically and deliver something Kiwis will embrace.”
'A Welcoming Journey' also follows Tourism NZ's release of ‘#GetNZontheMap’ a campaign, also by Augusto, that in a playful way, points out New Zealand's absence on many world maps.
Tourism New Zealand
Global Brand and Content Manager: Brodie Reid
Brand Specialist: Jaime Reid
Agency/Production Company - Augusto
Creative Director: Matt Sellars
Creative Director: Rich Robson
Business Director: Heath Davy
Account Director: Lauren Oxnam
Account Manager: Holly Stocker
Producer: Brad Harvey
Director: Andy Morton
Production Manager: Anna Oram
Production Coordinators: Tracey Wheeler & Lizzie Hudson
DOP: Rob Marsh
Stills Photographer: Graeme Murray
Drone Operators: Sam Peacocke & Ryan Haste
Editors: Kat Blair & Mariano Segedin
Audio Post: Franklin Rd
Facebook Creative Store:
Creative Director: Andy Blood