Tourism New Zealand and MBIE have created an integrated campaign directly targeting campers to help educate and encourage responsible camping this summer.
The 45-second spot, via Contagion, opens with a woman explaining how New Zealanders are guardians of our country. Other people in a variety of locations then offer suggestions on how to ensure responsible camping, such as using the toilets provided, camping in the right spots and putting rubbish in the right bins. The ad ends with a young girl explaining that looking after Aotearoa ensures future generations will be able to enjoy the land for years to come.
Contagion also created a range of tactics to reach campers; the ‘Kete of Camping Knowledge’ and instructional key tags.
Contagion executive creative director Bridget Taylor says the ‘Kete of Camping Knowledge’ was inspired by the legend of Tanē, who climbed to the heavens to collect the three baskets of knowledge.
“This series of three kete gives travellers all the information they need on how to camp responsibly. They also double as beach, shopping and rubbish bags, so there’s no reason for campers to leave any trace. The kete and instructional key tags are available in campervan rentals and i-Site Visitor Information Centres around the country.”
Tourism New Zealand global manager brand and content Brodie Reid says campers are a niche but important audience so it needed to create a range of ways to reach them while they travelled here.
“We wanted to give them something that would help educate them on the best ways to camp in our beautiful country, to help protect and preserve it for future generations”.
Knowing what this type of traveller values, Contagion and Tourism New Zealand have also implemented free wifi at selected i-SITE Visitor Information Centres nationwide.
Before the unlimited free wifi could be accessed, campers must view the campaign film, which lays out the four simple ways to camp responsibly in New Zealand.
Contagion’s digital media manager Andrew McLeod says partnering with Rankers, Campermate, THL, Backpacker Guide and Trade Me, allowed it to develop various audience profiles and build campaign awareness.
“We aim to increase i-Site visitation and encourage the right behaviour from campers.”