Mindshare appointed to $35m Tourism NZ account

Josh McDonnell
By Josh McDonnell | 12 April 2019

Tourism NZ has appointed Mindshare Australia to lead its media planning and buying, with the account set to be worth close to $35m.

It was announced earlier this year that the tourism body would be globally reviewing the account in order to "boost the value" of its 100% Pure NZ campaign.

Tourism NZ will begin working with Mindshare, out of its Sydney office, from 1 July.

Tourism NZ has been on a marketing push to grow its interest from North and South American tourists, with the body last year launching the Loser's Paradise campaign through creative agency Host/Havas.

The competitive pitch process was run over a two-stage process, with a maximum of four agencies to entering the final round.

The tourism body is known for its large scale ads, with a focus on the nation's natural attractions and culture.

Last year it launched a major brand campaign 'Off the Map' which centred around a conspiracy that New Zealand was falling off the map globally. The ad featured NZ Prime Minister Jacinda Ardern and actor Rhys Darby.

A Mindshare Australia spokesperson confirmed the appointment to AdNews.

“Mindshare exhibited outstanding leadership and strategic thinking that will help to amplify Tourism New Zealand’s destination storytelling in an increasingly competitive global market place,” Tourism New Zealand’s director - commercial René de Monchy says. 

“Through their world-class global network and best-in-class tools and systems, Mindshare will enable Tourism New Zealand to continue using innovative media targeting to ensure New Zealand is kept top of mind for potential visitors.” 

Media strategy and buying spend is the largest single investment Tourism New Zealand makes each year in its mission to "enrich New Zealand" by growing the contribution of international visitors. 

Mindshare will be responsible for activating Tourism New Zealand’s campaign material in target visitor markets across the world. 

“It’s a privilege to be partnering with Tourism New Zealand on their journey to be the world’s most authentic destination storytellers. They truly value the contribution that strategic thinking, media innovation and a world-class network can provide in helping to grow their brand and transform their business,” Mindshare chief strategy officer and global business lead Joe Lunn says.

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