CLIENT
Tourism New Zealand
Penelope Ryan - Consumer Marketing Manager
AGENCY
Special Group New Zealand *Lead Agency
1. Callum Orr - Planner
2. Rory Gallery - Head of Strategy
3. Ed Gunn - Strategy Director
4. Caroline Logan - Group Business Director
5. Amelia Daly - Senior Business Director
6. Sarah Shepherd - Creative Director
7. Stu Mallarkey - Executive Creative Director
8. Isabeau Brimeau - Senior Business Manager
Stanley St
Dan West - Head of Strategy
SUMMARY
Covid-19 caused some businesses to down-size—for Tourism New Zealand, they had to change their whole business model. With national borders closing, seeing no tourists entering NZ, Tourism New Zealand needed to ensure that NZ’s 480,000 tourism workforce weren’t put out of business. So Tourism NZ pivoted, and for the first time in over 30 years advertised to New Zealanders. We successfully convinced New Zealanders to stop holidaying like a local and returning to the same place, and instead act more like international tourists who are constantly trying to do something new.
