Tourism New Zealand came to us to create an integrated campaign to attract visitors from Victoria and New South Wales to the Northland and West Coast regions. Their business objectives were to increase regional holiday spend 2% faster than gateway spend and to see an increase in booking and travel to these regions within the next 5 months.
We knew the target audience was motivated by the experience rather than the regions themselves. They seek iconic experiences that interest them regardless of where they are located. The core strategic thought was to show ‘New Zealand is like nothing you’ve seen before.’
The range of deliverables for this campaign was vast including 115 Digital Out of Home sites, bespoke kiosk and transport wraps, 48 digital banner executions and over 200 individual image assets for social media and native web content. With critical deadlines and multiple stakeholders, we had to set a new level of ‘organised efficiency’ to deliver this volume of work.