KiwiRail

Greg Smith - Tourism Marketing Manager Ella Street - Tourism Brand Manager

DDB Group New Zealand *Lead Agency

Justin Mowday - Chief Executive Officer Damon Stapleton - Chief Creative Officer Rupert Price - Chief Strategy Officer Brett Colliver - Creative Director Mike Felix - Creative Director Amy Harrison - Business Manager Adam Barnes - Art Director James O'Sullivan - Copywriter

The Kaikõura earthquake put KiwiRail’s Coastal Pacific out of action for two years. But as nature destroys, it also creates. By pairing quotes from original articles about the destruction with stunning images of new landmarks, we turned a news disaster into a new destination. As a result, trains ran at 94% capacity throughout the re-launch season, passenger numbers increased 12.8% and revenue 20.2%. This contributed to a $5M boost in Kaikōura’s economy. The same words that brought Kaikōura to its knees, helped it get back on its feet.