The Pressies 2020: Best Strategic Thinking

In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Special Group and Tourism New Zealand took home gold for ‘Tourism New Zealand – NZ Says 39’ in the Best Strategic Thinking category. 

StopPress: How did you use cultural insight to crack the code for this idea?

Rory Gallery

Rory Gallery – Head of Strategy, Special Group: New Zealand and Japan share similar values in relation to hospitality. Omotenashi and Manaakitanga both talk to the deep importance of hospitality in their respective societies. By acknowledging and thanking our hosts for their unique hospitality we tapped into a cultural truth that enabled us to create a deep bond between the two cultures during the Rugby World Cup. 

StopPress: How did your agency partnership help you to deliver this award winning campaign?

Lauren Vosper GM PR & Major Events – Tourism New Zealand: There was a huge team involved – multiple agencies in both countries – and ultimately it was the drive of all of us to work together as one team that enabled us to pull off such a unique idea and execution in a market where we couldn’t speak their language.

For more winner interviews from The Pressies 2020, click here.

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