Tourism NZ’s ‘Good Morning World’ campaign wins Global Effie Award

The international success that followed Tourism New Zealand and Special Group’s ‘Good Morning World’ campaign has won it a silver medal at the Global Effie Awards.

The campaign featured a different Kiwi saying ‘Good Morning World’, to the world, every day for a year via Instagram. It showcased New Zealand’s best offerings while shining a light on the diversity of people who live here.

Named the most effective marketing campaign in the world, Tourism NZ has knocked out top contenders like Nike and Apple. It is also the first time a New Zealand brand or agency has been recognised in this competition.

Toursim NZ chief executive, Stephen England-Hall, says he is extremly thankful to the many Kiwis who showcased who New Zealand is as a country and what it has to offer.

“From Johnny at Nin’s Bin to Ash and Aunty Wai on the Whanganui river, they all played their part.

“Together they made the world fall in love with our people and home. New Zealand stood out on a really competitive global stage and as a country, we should be incredibly proud.” 

After running across Instagram for 365 days, the campaign received over 605 million impressions, 12 million comments and increased organic search of ‘New Zealand’ by 1590 percent.

Special Group CEO Tony Bradbourne says the campaign shows that New Zealand’s creativity is up there with the best in the world.

“The Global Effie Award is a really difficult award to win. You need a great idea that has the ability to transcend borders and be effective across various continents, countries and cultures.

“To be named the most effective campaign in the world is some achievement, especially for such an important piece of work.”

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