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Tourism New Zealand
Good Morning World

RAN IN: Australia | China

CLIENT
Tourism New Zealand

1. Brodie Mcleish - Director, Marketing 2. Jill Chestnut - Global Brand & Content Manager 3. Stephen England-Hall - Chief Executive 4. René de Monchy - Director of Commercial 5. Lauren Vosper - Global Manager, Public Relations

AGENCY
Special Group New Zealand *Lead Agency

1. Rory Gallery - Head of Strategy 2. Tony Bradbourne - CEO & CCO 3. Storm Day - GM 4. Rory Gallery - ECD 5. Amelia Daly - Senior Business Director


Special Group Australia


SUMMARY

Inbound international tourism contributes over $17 billion to New Zealand’s economy annually. This means that seemingly small shifts of a few percent in key metrics can in reality contribute hundreds of millions of dollars to the country. By 2019, the 100% Pure New Zealand campaign of 20 years was no longer 100% effective. Our Good Morning World global campaign returned the brand to growth after years of stasis, while delivering a significant commercial return on marketing investment to the New Zealand economy.


Hero Medium: Social Networking Sites/Applications

Audience: Mass, public

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English