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. Stu Mallarkey - ECD
5. Amelia Daly - Senior Business Director
Special Group Australia
SUMMARY
New Zealand’s closest neighbour—Australia, is NZ’s single most important tourism market and the largest contributor of annual international visitors. But by 2019, visitors from Australia had plateaued. TNZ’s “100% Pure New Zealand” campaign was no longer 100% effective. Our approach needed reinvigoration. Our Good Morning World global campaign returned the brand to growth in Australia, delivering an immediate, short-term ROMI of 13:1 and did so with an ambitious gesture of welcome and an idea that was as hardworking and pragmatic as it was creative and original.
