It might not look like it outside yet but Spring is here and ATEED (Auckland Tourism Events and Economic Development) has launched its Spring campaign to entice Wellington and Christchurch residents to visit Auckland.
The campaign, which Milk Design was tasked with creating, aims at communicating a wide array of events and activities taking place in Auckland this Spring, including New Zealand Fashion Week, Wicked and the Beyoncé gigs, to name a few.
Their solution was a visual narrative playing off the iconic imagery of a blackboard menu. Milk served up the campaign graphic language to whet the whistle of the target audience and tempt them to take a trip to Auckland.
The blackboard menu imagery was employed across A4 inserts in the Dominion Post, Christchurch Press and Sunday Star Times, online advertising, OOH buses and ad-shells, YouTube advertising and a Facebook competition.
The menu concept was also extended and brought to life through other channels including partner promotions and radio. All media was managed by Ogilvy & Mather Media. Bullet PR also collaborated with Milk to give Wellingtonians a taste of what they can experience in Auckland this spring.
To grab the attention of morning commuters at Midland Park they set up three courses of activities: ·
Starter: A model dressed by Wellington-based fashion label, twentyseven names, accompanied by designers Anjali Stewart and Rachel Easting who are showing at New Zealand Fashion Week.
Main Course: A Beyoncé look-alike parading around downtown Wellington handing out flyers to passers-by.
Dessert: Anthony Hos, Milk’s designer, re-illustrated the blackboard menu artwork of the many things happening in Auckland.
“We’re really pleased with how our concept for ATEED’s spring campaign has translated into an integrated initiative, carried across a range of platforms,” Ben Reid, Milk Design’s creative director says about the work. ”It’s been great collaborating with Bullet PR to help bring the menu of Auckland activities to life for Wellington residents. They didn’t seem to mind that Auckland took over part of their city for the morning,” he adds.
Auckland’s key spring events include:
Moana my Ocean – Auckland Museum, until 28 October
California Design – Auckland Art Gallery, until 29 September
New Zealand Fashion Week and Fashion Weekend – Viaduct Events Centre, 2-8 September
WICKED: The Musical – The Civic, starts 17 September
Rihanna: Diamonds World Tour – Vector Arena, 6,7,8 October One Direction – Vector Arena, 12&13 October Beyoncé: The Mrs Carter Show World Tour – Vector Arena, 17, 18 & 19 October