Tourism New Zealand has released its latest campaign with quirky New Zealand comedian Rhys Darby heading up a rigorous investigation alongside Prime Minister Jacinda Ardern to find out why Aotearoa can’t be found on maps around the world.
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Despite a rocky start and questions over commercial influence on the government, the $10 million strategic marketing partnership between Warner Bros and Tourism New Zealand (with Air New Zealand also along for the ride) seems to have done the business, with The Hobbit trilogy—and the Lord of the Rings movies before it—getting the country into the minds of numerous foreign moviegoers and helping to increase the number of visitors to our shores. But we could always do with a few more, so it’s released the third and final instalment of its ‘Home of Middle-earth’ series.
Coat-tailing on the success of The Hobbit trilogy is paying off for Tourism New Zealand and it says it’s a strategy that will feature heavily in the organisation’s three-year plan for marketing the country to the rest of the world.
There were a few terse words directed at Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand from the creative community last year when Principals, a largely Aussie-based design shop with a small presence in New Zealand, was appointed to tell the New Zealand Story. But the next phase—creative development—has gone to the (admittedly STW-owned) local combination of Designworks and Assignment.
The media landscape has been transformed and fragmented by the power of digital, mobile and social technology. And it’s increasingly difficult to work out a plan to get traction for brands in this new, less certain environment. Contagion’s Tom Bates looks at three areas worthy of focus for modern-day marketers.