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
Tourism New Zealand has been selling brand-NZ to the world since 1906. However, with COVID-19, NZ quickly closed its borders to keep the country safe. With borders closed, and no tourists entering, Tourism New Zealand needed to ensure that NZ’s 480,000 tourism workforce weren’t put out of business. So they pivoted, and for the first time in 30 years advertised to New Zealanders. We successfully convinced Kiwis to stop holidaying like locals (constantly returning to the same place), and instead act like international tourists who are constantly trying to do something new.
