Tourism NZ taps TBWA Sydney for mobile-led campaign

5 July 2017

Creative Agency: TBWA Sydney

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Tourism New Zealand has launched its latest tourism push under the 100% Pure New Zealand brand.

The campaign, by TBWA Sydney, cuts between shots of snorkelling, hiking, swimming, skiing and more in the short film. The campaign was designed for vertical screens.

‘One journey leads to another’ will also be run as an out-of-home campaign with various billboards of what the country can offer.

From Diving at Poor Knights Islands marine reserve, glamping in Abel Tasman National Park and exploring ice tunnels on Franz Josef Glacier, the campaign aims to inspire travelers. 

The campaign will be launched across global media partners including Facebook and Google, WeChat and Qyer, and will run in all Tourism New Zealand's target markets.

"New Zealand's tourism has seen unprecedented growth in recent years, with more Aussies now seeking out a more diverse and enriching holiday experience. With new discoveries just waiting to be unearthed, we wanted to show the range of experiences and hidden gems that New Zealand has to offer and inspire travellers to go beyond the key hubs," Andrew Fraser, director of marketing at Tourism New Zealand says.

"The campaign aims to inspire travelers with the unexpected regional experiences on offer, delivering this right into their hands, with this mobile-led creative."

TBWA Sydney have been challenging the tourism category norm, creating a branded content series and bringing on Megan Gale as its first brand ambassador.

TBWA Sydney deputy ECD Craig Brooks says: "There's always something around the next corner in New Zealand. We wanted to capture that sense of serendipity and reveal that it's your curiosity that guides you from one great experience to the next."


Agency: TBWA Sydney
Deputy ECD: Craig Brooks
Associate Creative Director: Katrina Alvarez-Jarratt
Associate Creative Director: David Roberts
Writer: Chloe Saintilan
Art Director: Andrew Torrisi
Group Account Director: Erin Kelly
Account Director: Helen Campbell-Borton
Campaign Manager: Matthew Moran
Chief Strategy Officer: Hristos Varouhas
Senior Integrated Producer: Lauren Reilly
Design Director: Chris Mawson
Retoucher: Nick Mueller
Sound: Beau Silvester
Content Editor: Etienne Ancelet

Production Company: Finch
Director: Nic Finlayson
Executive Producer: Karen Bryson
Producer: Catherine Anderson
DOP: Lachlan Milne
Second Unit DOP: Darryl Ward
Post Production: The Arc (offline) and Finch (grade/online)
Editor: Drew Thompson
Colourist: Trish Cahill
Online: Andy Timms

Music: The Passenger, written by James Osterberg and Ricky Gardiner (Hebbes Music / BMG / EMI Publishing) and performed by The Phoenix Foundation
Music Supervision: Anton Trailer

Photographer: Fraser Clements
Photography Assistant: Jake Dennis

Client: Tourism New Zealand
Director of Marketing: Andrew Fraser
GM Global Marcoms: Kate Necklen

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