With Aotearoa the first place to see the sun, Tourism New Zealand’s new brand campaign – '100% Pure Welcome – 100% Pure New Zealand' – has New Zealanders sharing a ‘good morning world’ welcome message every morning for the next year.
The series, by Special Group and Sweet Shop, launches with a one-and-a-half minute spot.
It features eight-year-old Parearau and one of her elders Hinetu, with the ad beginning as they stand together witnessing the beauty of the sunrise atop their sacred mountain Hikurangi in Gisborne. The mountain is one of the first places in the world to see the sunrise.
“Did you know New Zealand is pretty much the first place in the world to see the sun? Because we’re first to rise and shine each morning means we’ve got a bit more time up our sleeves. So, we always have time to say ‘kia ora’," Hinetu tells Parearau.
"We’ve got time for the little things, to show people around the place, not just as guests, but as whānau – our family. Pass on our local knowledge, and you know, do whatever it takes to make everybody feel our welcome."
The ad features New Zealanders getting up with the sunrise to do various activities such as swimming, fishing, waka ama, and bike riding.
The Instagram account @goodmorningworldnz will feature a different New Zealander each day, embracing the morning landscape and sharing the things and places they love most with the world.
Stephen England-Hall, Tourism New Zealand chief executive, says this new approach to its storytelling brings to life the unique nature of New Zealand.
“We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect. Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”
Australia will be the first market to drive the global campaign launch across television, cinema, out of home, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
It will roll out across all of Tourism New Zealand’s key markets.