James Cameron is in front of the camera, not behind it, in the latest campaign for Tourism New Zealand, which sees the filmmaker and his wife Suzy Amis Cameron hike through the South Island of the country.
Cameron and his family have lived in New Zealand for the past four years in the Wairarapa region, in New Zealand's North Island, as he develops the next Avatar film, but Cameron’s connection stems from his first visit to the country in the mid-90s.
The campaign, by Whybin/TBWA Sydney and Eleven PR, explores Cameron's fascination with New Zealand, with a series of videos filmed over four days in the South Island. Cameron and his wife hike on the alpine Routeburn Track, cycle beside Lake Pukaki, walk the Tasman Glacier and kayak through a Dart River canyon.
Cameron says: “If you are driving, an hour and a half or two hours, the country just unrolls toward you like an IMAX film.
“When you see something you have never seen before, it’s a wonderful experience. It’s like a living painting; it’s never the same view two days in a row.”
Tourism New Zealand CEO Kevin Bowler says the video aims to inspire more people to visit New Zealand for themselves.
“Having someone of the calibre of James Cameron sharing his personal stories and insights while exploring some of New Zealand’s most beautiful places is of immeasurable valuable for New Zealand,” Bowler says.
“James and Suzy have chosen to have a home in New Zealand and continue to be inspired by our beautiful landscapes and welcoming, creative people.
‘‘I am sure that this video, which perfectly captures James’ passion for exploration and his curiosity, will inspire many more people to travel to New Zealand and discover it for themselves.”
Cameron isn't the first celebrity to promote the famous holiday destination, with Megan Gale announced as the first ever cycling ambassador for Tourism New Zealand in February of this year, with her role geared to the Australian market.
In November 2015, the brand filmed three Australian creatives – Messina founder Nick Palumbo, Langford Guitars' Thomas Langford and fashion design duo We Are Handsome – visiting Wellington and crafting a product based on the things in the city that inspired them.
Tourism New Zealand
Chief Executive: Kevin Bowler
Director of Marketing: Andrew Fraser
General Manager Global Marketing Communications: Kate Necklen
Global Brand Manager: Jodi Redden
General Manager PR & Major Events: Rebecca Ingram
Executive Creative Director: Gary McCreadie
Executive Creative Director: Wesley Hawes
Creative Director: Craig Brooks
Creative Director: Ian Williamson
Group Head: Justin Cox
Senior Account Director: Erin Kelly
Account Manager: Cosmo Haskard
Executive Planning Director: Hristos Varouhas
Broadcast Content Director: Christina Wilmot
Production Director: Jonathan Pitcher
Sound: Beau Silvester
Senior Account Director: Fiona Milliken
Senior Account Manager: Claire Verlander
Senior Account Executive: Jade Barringer
Production Company: Robber’s Dog
Director: Daniel Borgman
Executive Producer: George Mackenzie
Producer: Loren Bradley
DOP: Shelley Farthing-Dawe
Editor: Dave Whitaker
Photographer: Alistair Guthrie
Assistant: Gavin McGregor
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