‘Perfection erases humanity’. And in the coming years, Contagion’s channel director Richard Thompson says brands will need to master a strategy that helps talk with audiences in a more authentic, real way.
Tourism New Zealand (TNZ) has announced its intention to review its Australasian creative and media agency support to manage its Australian advertising and global brand work.
Tourism New Zealand’s 100% Pure campaign has come under renewed fire recently after our Dear Leader’s interview with Hard Talk. But as TNZ’s general manager marketing communications Justin Watson said in a recent interview with NZ Marketing, the campaign was never intended to be an environmental promise. It was about the whole experience. Recently, with the help of its agencies Razorfish and Assignment Group, it launched 100% Pure You to try and attract more ‘active considerers’ to the country and it’s just gone live with some new online trickery that’s being featured on popular German and Australian news and travel websites. See the birds, dolphins and underwater marvels here.
As the well-known Queenstown saying goes: “It’s tourist season, but, sadly, you can’t shoot them”. And to try and further increase visitors over the upcoming summer boom time, Tourism New Zealand has launched a fresh marketing offensive in China and expanded its digital campaigns in Japan, USA, Canada, UK and Germany, all of which signify a marked change of strategy following the addition of digital specialists Amnesia Razorfish to its agency roster.
The unofficial word was out a while back that Dean and Bridget Taylor were heading back to New Zealand with some big plans. And now the official word is out: the couple have taken up the reins as directors of a new outfit called Contagion that will, from October, partner with Vivaki to lead the Tourism New Zealand (TNZ) business won by Razorfish in moderately interesting circumstances back in May.