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Monteith’s encourages Kiwis to look beyond their local

We’ve heard the phrase ‘support local’ quite a bit recently, and while it’s a great notion, what about the local beyond yours? And then the local beyond that?

The problem with staying too local is that many further afield Kiwi businesses rely heavily on visitors to survive – not to mention these are some of the most special places in the country.

With international visitor numbers plummeting this year, Monteith’s has brewed a new beer, appropriately named Monteith’s Wayfarer Pilsner.

It comes with a new campaign across print, OOH and digital to encourage people to explore these locations. 

Kicking off with a front page wrap on The New Zealand Herald, the work is supported by a social campaign where Monteith’s have invited a team of adventurous Kiwis to help deliver kegs to some of the country’s most beautiful destinations.

The team will broadcast their road trips, showcasing the best of New Zealand, in an effort to inspire the nation to head somewhere ‘unlocal’.  

The campaign has already started rolling out across the country on social and through OOH channels.

CREDITS
Agency: ColensoBBDO

Marketing Director: Sean O’Donnell

Senior Marketing Manager: Dave Openshaw

Marketing Manager: Matt Allen

Brand Manager: Michael McRae

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