A new content series ‘Good Morning World Tourism’ has been published by Tourism New Zealand, as part of its 100% Pure Welcome – 100% Pure New Zealand campaign, to “welcome” visitors to explore the sunrise of their nation every day for the next year.
The series, developed by creative agency Special Group, takes the benefit of the fact that New Zealand in world is the first place to see the sun every day with over 300 New Zealanders taking part in it.
“This new approach to our storytelling brings to life the unique nature of New Zealand,” Tourism New Zealand chief executive Stephen England-Hall says.
“We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect. Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”
The series introduces with a feature film starring eight-year-old Parearau and one of her elders Hinetu, standing hand-in-hand, as they observer the beauty of the first sunrise of the world atop their sacred Maunga [mountain] Hikurangi in Gisborne. The mountain is world’s one of the first places to see the sunrise.
In world, Australia will be the first market to motivate the launch of global campaign across television, cinema, out of home, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
From the tourism body, this is the recent work which is popular for its large scale ads that targets on the natural attractions and culture of nation.
Tourism NZ has been on a marketing drive to increase its interest from North and South American tourists, releasing the Loser’s Paradise campaign last year through creative agency Host/Havas.
Earlier in the year, the tourism body proclaimed that it would be globally evaluating the account in order to “boost the value” of its 100% Pure NZ campaign. Last month, Mindshare Australia was selected to lead its media planning and buying, with the account set to be worth close to $35m.
