Aotearoa’s most notorious and colourful road has a new, appropriately quirky, tourism campaign launched for Karangahape Road Business Association via Motion Sickness.
The campaign is the second coming of its ‘Be Our Guest’ tourism platform combining distinctly Karangahape photographs shot on 35mm film with real negative online reviews.
With a reputation for being one of Aotearoa’s most notorious and intriguing streets, the road has attracted some unflattering stereotypes and snobbery.
This campaign celebrates the roads culture and abundance of character which has proven to be a source of frustration for others, resulting in the unintentionally humorous reviews.
Sam Stuchbury, Executive Creative Director, Motion Sickness says the idea came about when the team began to concept the brief and found themselves “down a black hole of K Road reviews”.
“These reviews actually said more about the person writing them rather than the business they were reviewing. Contrasting each negative review with the positive reality of each business experience speaks volumes. Karangahape Road has attitude so the result feels right, the perfect proverbial middle finger from the business owners to its snobby reviewers.”
This latest campaign comes off the back of 2021’s award winning ‘Be Our Guest’, during which Karangahape Road was Aotearoa’s best performing business district.
Lisa McMillan, Marketing Manager for Karangahape Road Business Association says they were keen for motion Sickness to develop a campaign “that reflects the anomalous attitude of Karangahape Road businesses and those that frequent the area”.
“At ease in the discomfort of a boundary pushing district, Motion Sickness did just that in creating Be Our Guest. We’re now excited to share the second round of the campaign which takes the concept a stage further in exposing the beauty of Karangahape Road crowds — left of centre people looking for fun.”
The campaign runs until the 27th July via a series of Shout street posters, digital billboards and social channels.