CLIENT
Tourism New Zealand
1. Lauren Vosper - Global Manager PR and Major Events
2. Brodie McLeish - Director, Marketing
3. Greg Wafelbaker - General Manager Asia
AGENCY
Special Group New Zealand *Lead Agency
1. Tony Bradbourne - Executive Creative Director
2. Michael Redwood - Managing Partner
3. Rory Gallery - Head of Strategy
4. Heath Lowe - Executive Design Director
5. Arnya Karaitiana - Creative Director
6. Stu Mallarkey - Digital and Creative Director
7. Callum Orr - Planner
SUMMARY
Tourism New Zealand used the Rugby World Cup in Japan to generate their highest brand appeal score amongst the Japanese market in over three years. The campaign achieved a ROI of over $9.25.
In a grand gesture we thanked our hospitable hosts and expressed our gratitude for looking after our players, coaching staff and fans.
We turned our gratitude to Japan into a warm welcome to New Zealand by creating a six week cultural showcase called “NZ Says 39” (In Japan, ‘3-9’, the numbers mean “thank you”).
